Babbel · B2C · language learning app
Build a web quiz flow too, since half of TV viewers go to your website
Better data and earlier conversation than the app; no conversion numbers
Workedweb-to-apponboarding
What they did
Offline viewers split about 50-50 between the website and the app, and Babbel could not change that, so it optimizes both flows. On the web, the quiz-like survey starts immediately with no download hurdle, collecting data and having the discovery conversation before any commitment; web also gives much better data than the app stores. Most web visitors are on phones anyway.
What happened
Better data and a deeper discovery conversation than the app flow.
- Stage
- Scale (scaling)
In their words
Sub Club by RevenueCat · Marketing an Award-Winning Language Learning App through Offline Channels — Steven Meyers, Babbel“we've optimized both for the App Stores and the app experience as well for a web experience.”
“we do the discovery stage on web immediately. There's no commitment from the user at that point. All they've done is visited the website, and now we're talking to them through this kind of quiz-like survey experience”
“If you are going to get into the offline space, you're going to want to design an app a web experience.”
Related topics
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New tactics from the week's founder interviews, each linked to where it was said.
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: Track whether users actually learn, not daily or monthly active usersGuest says meeting user goals keeps them longer; no numbers