Duolingo · B2C · language learning app
Keep reminders to about three words for newer users; say more to loyal ones
Three-word messages 'worked really well'; no numbers shared
Workednotificationsretention
What they did
After an iOS update started truncating notification text after ~4-5 words, tested very short copy (titles under 30 characters, e.g. 'Got 3 minutes? Study Spanish now.'), especially for new or less engaged users on short streaks. For highly engaged users (e.g. 50-day streak), more complex copy referencing mechanics works too ('Hey, you're out of streak freezes. Don't lose your 50-day streak.'). Targeting is done via eligibility criteria on each template.
What happened
Short three-word notifications often worked really well.
In their words
Sub Club by RevenueCat · Why You Should Test Everything and How To Do It — Osman Mansur, Duolingo“So then we we've been doing a lot of tests that just have notifications that are three words, like, "Got 3 minutes? Study Spanish now." And though things like that worked really well.”
“What is interesting is, for our more engaged learners, for example, if you're on a 50-day streak, more complicated messaging can often work well, too.”
Related topics
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