Ask new users in onboarding if they want to learn with or without ads

Anmol Tiwari… a trial when the decision or when we position it as like, "Well, if you've run out of hearts or energy, if you don't continue, you're going to basically lose your progress." And I think we've done it in a way that's like balances, kind of showing still some sense of progress, but trying to basically also indicate that, "Well, if you pay gems or if you start this free trial now, you'll be able to maintain your progress and finish this lesson."

Anmol TiwariI think the other kind of big lesson that we have seen is that there isn't no one size fits all. A really great example of that is new users versus current users. We know that when a user is brand new to Duolingo, they're actually way more likely to convert. And what we've actually seen is that instead of trying to just take our standard upsells that try and promote Super Duolingo and just put them in the onboarding flow, we found that it's much better to actually make it contextual to the onboarding.

Anmol TiwariSo as an example, we asked like, "How do you want to learn or how do you want to achieve your goals? Is it with ads or without ads? Or do you want to learn faster or do you want to just learn at the pace that you would prefer?" And what we saw was that when that is kind of positioned as part of onboarding, we saw significantly higher kind of uptick rate. It was one of our biggest wins last year. And what it's telling us is that, while some standardization is really helpful, especially if you think about our purchase flow, sometimes you need to be aware of who the user is and where they are in their life cycle.

David BarnardYeah, that makes a lot of sense. And what about trial duration? Have you all experimented with like a month-long free trial, three day free trial, all the way up and down the stack? Or where do you land on duration of trial?