Babbel · B2C · language learning app
Ask every new user where they heard about you, and combine it with other models
Lets Babbel judge offline channels like digital ones; no numbers
Workedanalytics-attribution
What they did
Ask all users a 'how did you hear about us' question and use the answers to explain organic sign-ups that came from TV or radio. Combine with web click attribution (Google Analytics), mobile attribution (Adjust), incrementality tests, media mix models and TV spike attribution; a data team aggregates everything into a proprietary model. Don't rely on one model or source. Start small: offline no longer needs a big upfront budget.
What happened
Treats offline as performance marketing rather than brand spend.
- Stage
- Scale (scaling)
In their words
Sub Club by RevenueCat · Marketing an Award-Winning Language Learning App through Offline Channels — Steven Meyers, Babbel“In offline, we're leveraging "how did you hear" responses.”
“We do run incrementality tests. We do have some MMM models. We are looking at the "how did you hear" responses that all of our users are telling us where they came from.”
“I'm not quite sure you can really do offline marketing if you're not if you're not open to like collecting that information.”
Related topics
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- Babbel: Buy cheap national radio spots across the whole country instead of host readsCPMs much cheaper than Facebook, guest says; no numbers
- Babbel: Buy lots of cheap cable TV spots and track the traffic jump after eachPlays out really well, guest says; no numbers
- Babbel: Advertise on podcasts alongside TV and radioOne of the three channels that work best, guest says; no details
- Babbel: Try billboards, subway ads and direct mail for an app sold everywhereCostlier with lower reach; only worth it for local businesses
- Babbel: Skip freemium; ask sign-up questions about their needs, then show a hard paywallUsers feel ready to buy without trying the app, guest says; no numbers
- Babbel: Build a web quiz flow too, since half of TV viewers go to your websiteBetter data and earlier conversation than the app; no conversion numbers
- Babbel: Track whether users actually learn, not daily or monthly active usersGuest says meeting user goals keeps them longer; no numbers