Busuu
A language learning app with free and Premium tiers for studying multiple languages.
Busuu limited free users to one language and kept multi-language study for Premium. Among power users who switch between languages, conversions rose 83%. The lesson: gate on behavior that marks dedicated users, and test the lock against that defined segment. The source reports only the power-user result, not the effect on all users.
- Free users study multiple languages
- No Premium needed to switch
- Free users get one language
- Premium needed for more languages
- Aimed at users who switch languages
Power-user conversions rose 83%
From Busuu paywall A/B test
What was said about Busuu
Busuu locked multi-language study behind Premium and lifted power-user conversions 83%. Busuu limited free users to one language and required Premium to study more than one. Conversions among power users who switch between languages rose 83%.
The hypothesis was that free users who switch languages are committed and will pay to keep that access. The result was reported for that power-user segment, so the lock was gated on behavior that signals dedicated use rather than applied to all users. That puts the paywall where intent is highest and makes the upgrade feel like a natural next step for engaged learners, not a barrier for casual ones.
Version A and version B as Busuu tested them.
Content locking: Busuu's A/B test
Busuu limited free users to one language and kept multi-language learning for Premium. Conversions among power users who switch between languages rose 83%.
Busuu locked multi-language study behind Premium and lifted power-user conversions 83%. Busuu limited free users to one language and required Premium to study more than one. Conversions among power users who switch between languages rose 83%.
The hypothesis was that free users who switch languages are committed and will pay to keep that access. The result was reported for that power-user segment, so the lock was gated on behavior that signals dedicated use rather than applied to all users. That puts the paywall where intent is highest and makes the upgrade feel like a natural next step for engaged learners, not a barrier for casual ones.
Version A and version B as Busuu tested them.
Get MASSIVE Results with These 9 Simple Tiny A/B Testing Hacks!
Saw a 34% increase in conversions after locking more content behind the paywall. The case comes from ABtest.design.
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