October 2020
What we like
  • Carousel highlighting the key benefits of upgrading to a paying plan (more commitment to use the app, offline mode, additional features, supporting the mission of the company, no advertising, less limitations in your learning journey)
  • Pricing page with a monthly plan and an annual plan. Users are pushed to select the annual plan which is highlighted by a “most popular” frame and presented as half as expensive as the monthly plan
  • Generous 14-day free trial in line with its monetization practices that want to make sure that paying users are really happy and engaged learners
  • Duolingo Plus paying plan presented as a way to be more likely to be a successful learner with a measured figure (“Plus learners are 4.2x more likely to finish the French course!”)
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