I think Andrew is right: the WLM banner serves as a pointer, and it's very
easy to remember "go on Wikipedia and click into the banner on the top".
It's much more difficult to remember the strange name of the contest (in
Italy it's still called "Wiki Loves Monuments", even if it's English).
And of course we do not have good analytics for the banner: nobody knows
homw many page views there are in a single wiki per day, so we cannot count
the clickthroughs (which we have as the link is on a WLM landing page).
Aubrey
On Wed, Aug 19, 2015 at 6:02 PM, Andrew Gray <andrew.g...@dunelm.org.uk>
wrote:
> On 19 August 2015 at 14:26, Sam Klein <sjkl...@hcs.harvard.edu> wrote:
> > There's a more general problem here we should fix:
> >
> > We already know that effectiveness of any single banner drops off
> > dramatically after the first few views. So there's rarely a reason to
> run
> > a continuous banner -- certainly not if there are other banners to run.
>
> I think we should be cautious about using our fundraising experience
> to predict the efficiency of 'delayed call-to-action' banners like WLM
> - to my mind they seem to function in quite different roles.
>
> The fundraising banner is calling for an immediate action. You see it,
> and you either donate or you don't. If you decide not to donate, you
> probably won't decide to donate on seeing it tomorrow, either; while
> if you have donated, you're probably not going to donate again. So the
> banner being repeated doesn't gain us much, and it has progressively
> less value on the third, fourth, fifth appearances. There are
> relatively few people who see a fundraising banner and decide "I'll
> sleep on it", then come back tomorrow and donate. And if they *do*,
> well - there's a donate link on every page, once they're looking for
> it.
>
> However, WLM is calling for a delayed action - "go off, do something,
> and come back again to tell us about it".
>
> The most desired outcome is probably that a previously uninvolved
> person will see it, click through, think "that sounds fun", and go off
> to take some photos - after all, it's running all month, they can do
> it at the weekend. A few days later they come back, and want to upload
> their photos... but if the banner's not there on Wikipedia, they won't
> really know where to go. They might not remember the name ("Wiki
> something?"), making it hard to search for the contest, and they
> probably didn't bookmark the WLM pages. There isn't anything else on
> the page that would help to take them there, and if they're not
> involved in the projects already they probably won't know where the
> information's likely to be. If we can't make sure they can find WLM
> easily when they return, then we've wasted the original call to
> action, we've wasted the potential contributions, *and*, most
> importantly, we've wasted their time and goodwill.
>
> I think this difference in intended response styles makes it hard to
> generalise from the "diminishing returns" experienced on fundraising.
> Yes, a repeated banner will get progressively diminishing
> clickthroughs. But with WLM, those second clickthroughs in some ways
> provide the "value" to the first clickthrough - they need to return to
> make the campaign a success, which isn't really a concern for
> fundraising. We need to make sure that that channel is open and
> visible in some way when they come back.
>
> Andrew.
>
> --
> - Andrew Gray
> andrew.g...@dunelm.org.uk
>
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