Babbel · B2C · language learning app
Track whether users actually learn, not daily or monthly active users
Guest says meeting user goals keeps them longer; no numbers
Unknownretentionteam-process
What they did
Babbel invented a proprietary metric, 'learner success', tied to the customer's goal of learning a language, and optimizes for it; the growth team does not track DAU or MAU. Users get checkpoints showing they are on track, rather than usage or streak counts.
What happened
Meeting customers' goals keeps them around longer (no figures).
- Stage
- any
In their words
Sub Club by RevenueCat · Marketing an Award-Winning Language Learning App through Offline Channels — Steven Meyers, Babbel“And so at Babbel, we do have a proprietary metric that we optimize for. It's called learner success.”
“It's probably pretty funny, but I couldn't tell you what our daily active user number is, or our monthly active user number, because it's not what drives our growth model.”
“And so like having those checkpoints with the customer so that they know that they're actually on track, that helps us.”
Related topics
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More from Babbel
All 10 Babbel tacticsMore from this episode
- 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: Ask every new user where they heard about you, and combine it with other modelsLets Babbel judge offline channels like digital ones; no numbers
- 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