Give subscribers unlimited hearts so mistakes never stop their lessons

Cem KansuAnd you can do that by doing practice lessons or you can do that by watching ads. Or at the time we said you can renew your hearts with an in-app purchase.

Cem KansuWe decided to integrate the hearts mechanic with our subscription and said, "Hey, if you subscribe, you actually get unlimited hearts." That was a big turning point because turns out a lot of users don't want to practice old content. They just want to do new content.

Cem KansuEven though practice is good for your learning, we said, "Okay, if you would like, you can choose your optionality if you subscribe." That was a good turning point because it made the feature set of Plus, Duolingo Plus at the time, way more integrated and way more useful.

Cem KansuBut at the time we said, "If you would like to do very custom practice on the things you've learned on Duolingo, here's an extra place where that's served to you as an inventory. So you can go back and practice anything you'd like in whatever order you like rather than the order we prescribe."

Cem KansuAnyway, this is a very long-winded way to say feature improvements that expanded the feature set of Duolingo Plus was naturally a win on two fronts, both conversion and retention of the subscription, which is great. We love that. And that gave us a lot of scale.

Cem KansuOther than that, honestly, it is rare to have put one silver bullet that improved things. For us, a lot of this has been continuous A/B testing improvement. I think we talked about the copy version as one thing, but imagine that happening across every bit and piece of our purchase flow.