Duolingo · B2C · language learning app
Let people pick which day you remind them before their free trial ends
Lifted conversion; no numbers given
Workedpaywallnotifications
What they did
Building on the Blinkist-style trial reminder paywall ('we'll remind you before the trial ends'), Duolingo tested letting users choose which day they get the reminder, drawing attention to the reminder promise.
What happened
Duolingo saw a conversion uplift (per host, relaying a Duolingo guest).
“now Duolingo experimented with letting people choose what day they want to get the reminder on, which draws attention to, "Hey, we're going to remind you about this free trial." And so they saw a conversion uplift from that.”
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More from Duolingo
All 61 Duolingo tactics- Sell a one-time ad-free month at $3, $5 or $10 to test demandUptake far above expectations; led to the subscription
- Tell users on the paywall you'll remind them on day 5 of a 7-day trialWon A/B tests by easing fear of subscription traps
- Change the buy button to say 'Try for $0.00'Beat 'Try for free' on both trial starts and trial-to-paid
- Send tomorrow's reminder 23.5 hours after today's lesson, not at a time users pickBeat every other scheduling strategy tested, including user-chosen times
- Let an algorithm pick from 250 reminder messages, and A/B test adding new onesNotifications called a top retention driver; no numbers shared
- Keep reminders to about three words for newer users; say more to loyal onesThree-word messages 'worked really well'; no numbers shared
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