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 32 Duolingo tactics- Cut the free trial from 14 days to 7More conversions overall and experiment results twice as fast
- 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
- Let trial users pick which day they get the reminder before being chargedTested; added friction but built trust and delayed cancel decisions. No numbers given
- Ask new users in onboarding if they want to learn with or without adsSignificantly higher uptake; one of the biggest wins of the year
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- Claude: Run a Super Bowl ad for a consumer AI appApp revenue jumped from hundreds of thousands to almost $1M a day