So while the result makes sense to me (it's what I would have expected) it seems like a multivariable test. I'm not sure I understand why you changed the wording of the title and just had them both be called Read more?
It certainly could be possible that "Read more" is just more inviting then "read next" because they think of it as the continuation of what they're already doing "more" rather then the "next" thing after they've finished what they came for. That said, my guess is that the change that is more important is that 3 images (under read more) offers more choice and so more (total) click through then the 1 image option. They are more likely to see something they are interested in :) (of course too many choices inevitably starts driving down overall click through but I think it makes sense that 3 is not at that point yet).
So we don't really have a great 'result' in my opinion... we probably have a "fine" result since I imagine we all think it's the number of images that did it but the two variables throws a wrench in knowing that for sure (I've certainly seen us find weirder causes during fundraising tests etc).
James Alexander Community Advocacy Wikimedia Foundation (415) 839-6885 x6716 @jamesofur
On Fri, Mar 20, 2015 at 10:29 PM, Dan Garry dgarry@wikimedia.org wrote:
Hi everyone,
For those of you who aren't aware, the Mobile Apps Team has been running an experiment in Wikipedia Beta on Android. We're trialling a single, visually appealing result at the end of articles instead of the three from "Read more". We're calling this "Read next". What happens is that approximately half of Wikipedia Beta users are shown read next on every article, and the other half are shown read more. Here's some example screenshots:
- Read next: http://i.imgur.com/StTLAPU.png
- Read more: http://i.imgur.com/ecb2cy2.png
Here's the verdict of the test!
- Read more has a clickthrough rate of 15.4% (65,448 views, 10,600
clicks)
- Read next has a clickthrough rate of 10.4% (59,668 views, 6,180
clicks)
So it would seem that read next is not as effective at driving clicks as read more is. Interesting!
Thanks, Dan
-- Dan Garry Associate Product Manager, Mobile Apps Wikimedia Foundation
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