Thread by @edwin_bodge

Want to hear a secret to subscription conversion? 🤫

We found a feature that rewards our @duolingo learners AND increases revenue 🧵

Our Super Duolingo subscription is full of premium features that improve the learning experience

Though, not all learners immediately understand the benefits

For many learners, it’s easier to understand the features once they’ve experienced them

We’ve all heard: “Show me, don’t tell me!”

That’s why we started giving Super away for free …

We had two goals:

1 - Reward our learners with long streaks
2 - Showcase features to learners that didn’t engage with Super Duolingo

When learners hit a 14 day “streak”, we reward them with 3 free days of Super Duolingo

No payment information needed, or anything! It’s a completely free experience

After those 3 days of no ads, unlimited hearts, and personalized practice …

We offer a simple upsell:

Our hypothesis was validated by our A/B test: a major increase in free trials and bookings

And, all our learners get a few days of Super for free! Win-win!

We’ve optimized the “immersive subscription” over time to give learners a better experience …

Testing:
1 - What day “streak” we reward our learners …
2 - Length of the reward …
3 - Designs at the end …

All of which refined our original hypothesis:

This is a great experience for rewarding and converting longer-retaining learners!

More learnings in a later thread! 🧵

We run a TON of tests on our purchase flow and growth mechanics - follow me @edwin_bodge and all of us at
@duolingo for more learnings like this!

And if you try it out or have questions - my DMs are open!