Grammarly
A writing assistant that checks grammar, tone and clarity across apps and browsers.
Grammarly used an onboarding questionnaire to recommend a pricing plan and reshaped its pricing page around each user's stated needs, which lifted upgrade rates by 10-20% in an A/B test. The lesson: ask users what they need early, then show the plan that fits. The GPTZero source only mentions Grammarly in passing, so it adds nothing here.
- 1Answer onboarding questionsShort set of questions about needs
- 2Get a plan suggestionPlan chosen to fit stated needs
- 3See tailored pricing pagePage reflects each user's stated needs
- 4Upgrade more often10-20% increase in upgrade rates
From Grammarly onboarding A/B test
What was said about Grammarly
Grammarly recommended plans from onboarding answers and raised upgrades 10-20%. Grammarly asked users a short set of questions during onboarding and used the answers to suggest the plan that fit their needs. The test produced a 10-20% increase in upgrade rates.
The pricing page was also updated to reflect each user's stated needs, so the onboarding input stayed connected to the upgrade decision instead of ending at the survey. The result is reported as a single range for the whole test, not split by change. It can serve as a reference point when testing personalization in onboarding and paywall flows.
Version A and version B as Grammarly tested them.
Personalized pricing recommendations: Grammarly's A/B test
Grammarly used an onboarding questionnaire to recommend personalized pricing plans and updated its pricing page to reflect each user's stated needs. The test raised upgrade rates by 10-20%.
Grammarly recommended plans from onboarding answers and raised upgrades 10-20%. Grammarly asked users a short set of questions during onboarding and used the answers to suggest the plan that fit their needs. The test produced a 10-20% increase in upgrade rates.
The pricing page was also updated to reflect each user's stated needs, so the onboarding input stayed connected to the upgrade decision instead of ending at the survey. The result is reported as a single range for the whole test, not split by change. It can serve as a reference point when testing personalization in onboarding and paywall flows.
Version A and version B as Grammarly tested them.
How Grammarly’s Evolution from B2C to B2B Propelled It to a $13B Valuation
Grew to a $13B valuation by moving from students to knowledge workers to teams, rebuilding product, pricing and marketing each time. About 50% of text checked was non-academic, early growth was roughly 80% paid search and SEO, and it now has 30 to 40 million or more daily users. Launched in 2018 as bulk seats and basic admin reports, and sales did not explode. It took off after pitches were rebuilt per function, such as CSAT for customer success and win rate for sales, backed by pilots; team licenses now grow much faster than single seats.
How to grow a subscription business | Yuriy Timen (Grammarly, Canva, Airtable)
Yuriy led growth there for eight and a half years, leaning on performance marketing since writing has no network effects. Its single-player LTV is in the hundreds of dollars, which supports paid acquisition and lets it gain as weaker rivals pull back.
Analyzing a Keyboard App Making $300K a Month - Grammarly App Review
Its keyboard app earns over $300K a month, with about 500,000 iOS downloads a month and over 13,000 reviews. It mimics the native iPhone keyboard, shows a paywall in onboarding, runs short Facebook and Instagram ads, and sends a drip email sequence ending in a 40% off, 48-hour offer.
Edward Tian on Building GPTZero, Scaling to $30M+ ARR, and the Superhuman Acquisition
Followed a path from student to pro to enterprise, changing channels at each stage. It is adding authorship and replay products to show a writer's process and history.
Finding hidden growth opportunities in your product | Albert Cheng (Duolingo, Grammarly, Chess.com)
Mixed sampled paid suggestions into free users' writing, and upgrade rates nearly doubled without hurting subscriptions. Over 90% of users are free, and it used Statsig for experimentation.
How Learneo Leveraged M&A to Build a $3.6B EdTech Empire
Seen as the model for QuillBot: deeper grammar, spelling and editing could make QuillBot very large.
How Chess.com Became the World’s Top Chess App
It grew through performance marketing, with YouTube ads on pain points like tone mistakes in emails to move from students to professionals. Its hybrid go-to-market model taught Cheng what product-led growth means in practice.
How Gamma Grew to $50M in ARR in 2 Years
Its on-screen watermark works as a casual contact loop like Gamma's badge, per Gary Tyman.
Mastering paid growth | Jonathan Becker (Thrive Digital)
Scaled largely through paid by working out cost per acquisition against how sticky customers are. Knows its impressions, average quality and the spend level where ROI hits a cliff.
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