File:Wikipedia Portal AB Test of Collapsing links to Wikipedia in other languages.pdf

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English: One of Discovery's Wikipedia Portal team's goals is to make wikipedia.org a more inviting experience. One thing that worried us, from a user experience perspective, was the large section with links to Wikipedia in all the different languages. Specifically, we were worried it might be overwhelming to a new user. To that end, we propose a design change wherein that section is made optional and redesigned to have a cleaner, columnar layout. We ran A/B test to assess the effect of this change for a week, from 6 June 2016 through 14 June 2016. The test group consisted of 3019 users who received the cleaner design while the control group consisted of 2560 users who received the current design. We found that the test group had a 3.64% higher probability of interacting with the page and was 1.07 times more likely to engage with the page than the control group. Furthermore, although both groups received the dynamic primary link feature, users in the test group had a 6.82% higher probability (1.09 times more likely) of visiting a Wikipedia in their most preferred language. Our main goal with this design change was to decrease the bounce rate (increase the engagement rate). We saw a significant improvement in how people engaged with the page when given the cleaner variation, which suggests that we should proceed with this change.
Português: Uma das metas do departamento Discovery pelo projeto Wikipedia Portal é tornar a experiência da Wikipedia.org mais convidativa. Algo que nos preocupava, da perspectiva de experiência como usuário, era a enorme seção de ligações para as Wikipédias em todos os idiomas. Especificamente, estivemos preocupados que isso poderia parecer um “bicho de sete cabeças” para novos usuários. Com esta finalidade, propomos uma mudança no design, onde essa seção vire opcional e seja redesenhada para ter um layout mais limpo e em colunas. Executamos um teste A/B para avaliar o efeito desta mudança por uma semana, de 6 a 14 de julho de 2016. O grupo de teste consistia de 3 019 usuários que receberam o design mais limpo, enquanto o grupo de controle consistia de 2 560 usuários que receberam o design atual. Concluimos que o grupo de teste tinha uma probabilidade de interação 3,64% maior interagir com a página (e 1,07 vez mais propícia) do que o grupo de controle. Além do mais, embora ambos os grupos tenham recebido o recurso de ligação primária dinâmica, usuários do grupo de teste tinham uma probabilidade de visistar a Wikipédia de seus idiomas preferidos 6,82% maior (e 1,09 vez mais propícia) do que o grupo de controle. Nossa meta principal com esta mudança no design era diminuir a taxa de rejeição (aumentar a taxa de envolvimento). Vimos uma melhora significante na maneira com a qual as pessoas envolviam-se com a página dada a variação mais limpa, sugerindo que devemos proceder com esta mudança.
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Author MPopov (WMF)

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