LingQ · B2C · language learning app
Shrink the free plan so people hit the paywall before they drift away
Conversion rate went up every time limits were tightened; no numbers given
Workedpaywallpricing
What they did
Started with a relatively high free limit, hoping users would fall in love and pay. Because language learning is aspirational (like a gym membership), many users try it for a day or two and disappear long before hitting a high limit. Tightened the free limits several times over the years.
What happened
Every time free limits were tightened, conversion rate increased
- Effort
- Repeated several times over the years
“we've done other things like, you know, ev- every time we've sort of tightened our free limits, we've increased our conversion rate.”
“so that if if if you have a high limit, people come on, they like it, and they might use it for a day or two, but they disappear long before they hit the paywall.”
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More from this episode
- LingQ: Have the polyglot co-founder post a language-learning YouTube video every week181M views, 1.5M subscribers; these users subscribe at a higher rate
- LingQ: Let learners pull lessons straight from YouTube, Netflix and the webFounder says stickiness rose as import got easier; no numbers
- LingQ: Delete about half a million dormant accounts to make the app fasterFounder says performance improved, which helps conversion; no numbers
- LingQ: Sponsor and team up with other language YouTubersTends to be good for the app, founder says; no numbers
- LingQ: Keep publishing blogs for search trafficDoes okay; far less effective than YouTube
- LingQ: Post on Instagram and TikTokLess impactful than YouTube
- LingQ: Build an AI coach that explains grammar and finds content for learners
- Split the paywall into two pages, with a 3-day trial and weekly planHurt conversions; host says it works better with yearly plans