Babbel · B2C · language learning app
Skip freemium; ask sign-up questions about their needs, then show a hard paywall
Users feel ready to buy without trying the app, guest says; no numbers
Workedpaywallonboarding
What they did
Instead of dropping users into a limited free product, run the sales 'discovery' step up front: a registration/sign-up flow asks many questions about the user's needs and uses the answers to explain how Babbel fits them. Then a hard paywall; only one free lesson is available. The goal is that by the end of the flow people feel compelled to buy without testing the app. Worth testing against freemium per app.
What happened
By the end of the flow users feel compelled to buy; paying users stick around longer.
- Stage
- any
In their words
Sub Club by RevenueCat · Marketing an Award-Winning Language Learning App through Offline Channels — Steven Meyers, Babbel“We do offer a free lesson in our app, so you can experience it a little bit, but there's really not that much you can do”
“And that's through a registration and sign-up experience that asks you a bunch of questions, tries to figure out as much as we possibly can about you upfront.”
“And by the time you get to the end of that experience, you feel already compelled to buy. You don't need to actually test the app on your own.”
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- Babbel: Buy lots of cheap cable TV spots and track the traffic jump after eachPlays out really well, guest says; no numbers
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- 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