diff --git a/frontend/src/app-new/actions/experiments.js b/frontend/src/app-new/actions/experiments.js
index d4be03a585..12a69180a4 100644
--- a/frontend/src/app-new/actions/experiments.js
+++ b/frontend/src/app-new/actions/experiments.js
@@ -10,9 +10,12 @@ export default createActions({
         return fetch(countsUrl);
       })
       .then(response => response.json())
-      .then(counts => experiments.map(experiment => ({
-        installation_count: counts[experiment.addon_id],
-        ...experiment
-      })));
+      .then(counts => ({
+        lastFetched: Date.now(),
+        experiments: experiments.map(experiment => ({
+          ...experiment,
+          installation_count: counts[experiment.addon_id]
+        }))
+      }));
   }
 });
diff --git a/frontend/src/app-new/index.js b/frontend/src/app-new/index.js
index 921697492a..3cb78c367f 100644
--- a/frontend/src/app-new/index.js
+++ b/frontend/src/app-new/index.js
@@ -31,7 +31,7 @@ import AppRouter from './lib/router';
 es6Promise.polyfill();
 
 const initialState = {
-  experiments: [],
+  experiments: { experiments: [], lastFetched: null },
   browser: { isFirefox: false },
   addon: { hasAddon: false, installed: [] }
 };
diff --git a/frontend/src/app-new/lib/addon.js b/frontend/src/app-new/lib/addon.js
index e91b868c06..cf3a4d525b 100644
--- a/frontend/src/app-new/lib/addon.js
+++ b/frontend/src/app-new/lib/addon.js
@@ -4,7 +4,7 @@ import cookies from 'js-cookie';
 import { sendToGA } from './utils';
 import addonActions from '../actions/addon';
 
-let installStateWatcherTimer = null;
+import { getExperiments, getExperimentsLastFetched } from '../reducers/experiments';
 
 export function installAddon(eventCategory) {
   const downloadUrl = '/static/addon/addon.xpi';
@@ -20,13 +20,15 @@ export function installAddon(eventCategory) {
 export function setupAddonConnection(store) {
   store.dispatch(addonActions.setInstalled([]));
   watchForAddonInstallStateChange(store);
+  watchForExperimentChanges(store);
   window.addEventListener('from-addon-to-web',
                           evt => messageReceived(store, evt));
   sendMessage('sync-installed');
 }
 
 // Periodically check window.navigator.testpilotAddon and keep store in sync
-export function watchForAddonInstallStateChange(store) {
+let installStateWatcherTimer = null;
+function watchForAddonInstallStateChange(store) {
   store.dispatch(addonActions.setHasAddon(window.navigator.testpilotAddon));
 
   if (installStateWatcherTimer) {
@@ -43,6 +45,22 @@ export function watchForAddonInstallStateChange(store) {
   }, 1000);
 }
 
+/*
+let currentExperimentsFetched = null;
+function watchForExperimentChanges(store) {
+  store.subscribe(() => {
+    const { experiments } = store.getState();
+    const previousExperimentsFetched = currentExperimentsFetched;
+    currentExperimentsFetched = getExperimentsLastFetched(experiments);
+
+    console.log('experiment changes', previousExperimentsFetched);
+    if (previousExperimentsFetched !== currentExperimentsFetched) {
+      sendMessage('loaded', getExperiments(experiments));
+    }
+  });
+}
+*/
+
 export function sendMessage(type, data) {
   console.log('TO ADDON', type, data);
   document.documentElement.dispatchEvent(new CustomEvent('from-web-to-addon', {
diff --git a/frontend/src/app-new/reducers/experiments.js b/frontend/src/app-new/reducers/experiments.js
index 14e6493b50..6265d0f598 100644
--- a/frontend/src/app-new/reducers/experiments.js
+++ b/frontend/src/app-new/reducers/experiments.js
@@ -1,7 +1,14 @@
 import { handleActions } from 'redux-actions';
 
-const experimentsFetch = (state, { payload: experiments }) => experiments;
+const experimentsFetch = (state, { payload: { lastFetched, experiments } }) =>
+  ({ ...state, lastFetched, experiments });
 
 export default handleActions({
   experimentsFetch
-}, []);
+}, {
+  experiments: [],
+  lastFetched: null
+});
+
+export const getExperiments = (state) => state.experiments;
+export const getExperimentsLastFetched = (state) => state.lastFetched;
diff --git a/frontend/src/app-new/views/ExperimentPage.js b/frontend/src/app-new/views/ExperimentPage.js
index a3be6815f8..7ede4d2be1 100644
--- a/frontend/src/app-new/views/ExperimentPage.js
+++ b/frontend/src/app-new/views/ExperimentPage.js
@@ -15,11 +15,13 @@ import ExperimentDisableDialog from '../components/ExperimentDisableDialog';
 import ExperimentTourDialog from '../components/ExperimentTourDialog';
 import MainInstallButton from '../components/MainInstallButton';
 
+import { getExperiments } from '../reducers/experiments';
+
 const CHANGE_HEADER_ON = 105;
 
 export default connect(
   state => ({
-    experiments: state.experiments,
+    experiments: getExperiments(state.experiments),
     isFirefox: state.browser.isFirefox,
     hasAddon: state.addon.hasAddon,
     installed: state.addon.installed
diff --git a/frontend/src/app-new/views/ExperimentsListPage.js b/frontend/src/app-new/views/ExperimentsListPage.js
index 3f5c7ce5b1..d3b85b7753 100644
--- a/frontend/src/app-new/views/ExperimentsListPage.js
+++ b/frontend/src/app-new/views/ExperimentsListPage.js
@@ -7,9 +7,11 @@ import Footer from '../components/Footer';
 import ExperimentRowCard from '../components/ExperimentRowCard';
 import EmailDialog from '../components/EmailDialog';
 
+import { getExperiments } from '../reducers/experiments';
+
 export default connect(
   state => ({
-    experiments: state.experiments,
+    experiments: getExperiments(state.experiments),
     isFirefox: state.browser.isFirefox,
     hasAddon: state.addon.hasAddon,
     installed: state.addon.installed
diff --git a/frontend/src/app-new/views/LandingPage.js b/frontend/src/app-new/views/LandingPage.js
index dd8be6af27..b47bb0f786 100644
--- a/frontend/src/app-new/views/LandingPage.js
+++ b/frontend/src/app-new/views/LandingPage.js
@@ -5,9 +5,11 @@ import Footer from '../components/Footer';
 import ExperimentRowCard from '../components/ExperimentRowCard';
 import MainInstallButton from '../components/MainInstallButton';
 
+import { getExperiments } from '../reducers/experiments';
+
 export default connect(
   state => ({
-    experiments: state.experiments,
+    experiments: getExperiments(state.experiments),
     isFirefox: state.browser.isFirefox,
     hasAddon: state.addon.hasAddon,
     installed: state.addon.installed