One out of four of us abandon an app after only one use. Ultimately businesses want to avoid becoming a revolving door.įiguring out ways to keep customers engaged matters even more depending on the industry.Īnd many mobile apps, like Duolingo, face significant difficulties with retention. Some look at churn over 3 months, others 6 months, etcetera.

The way companies measure it varies based on average time between customer purchases or length of subscriptions/memberships. High customer churn is one of the primary drivers of inefficiency and high spend in marketing.Ĭhurn means “the rate at which customers stop doing business with a company over a given period of time,” cancel their subscriptions/memberships, or fail to renew. Scalable growth requires a cost-effective balance between acquisition and retention. Acquisition vs Retention: The Growth Equationīut first let’s talk about what’s at the heart of this matter: growth. Let’s look at the quirky growth marketing case study provided by Duolingo’s engagement and retention strategy. My mom’s texts asking when I’m coming to visit again (along with a story about 3 days of labor and a lifetime of motherly love and sacrifice) are more subtle.Īnd I’m not the only one who feels this way. Read another post: What to Do When Your Organic Social Media Reach Is Tanking These aren’t simple touch points, though. What I don’t love are the guilt trips baked into the customer marketing and product experience.ĭuolingo sends an abundance of communications to remind you to take lessons. I love the easy access to free, valuable educational content. In a way that felt authentic, not horribly forced.Ī former user, I recently downloaded the app again because of all the buzz. They also took off as a standout brand among Gen-Z and a model for capturing the power of social media culture.

The Science Behind This Growth Marketing and Engagement Strategyĭuolingo became a growth marketing case study for the modern age when they grew their TikTok account 40X over in under 5 months.User Response to Duolingo Guilt Marketing.So What’s the Story with Duolingo Guilt Marketing?.Acquisition vs Retention: The Growth Equation.Duolingo’s $6-Billion Growth Marketing Case Study: Using Guilt & Memes to Get Engagement

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