Background

Quizlet is a “freemium” product that offers an unlimited subscription based experience or a limited ads supported experience for free users. Previously, the only progress indicated was a user’s progress through “rounds” og Learn questions for non-subscribers. While this kept free users informed about how many free rounds they have left, it didn’t do a great job of telling users how much progress they were making towards their set, impacting motivation and engagement.

Hypothesis

We believe that if we show learners how they are progressing through their set while they are studying (in a delightful way), they will feel motivated to keep studying (and, consequently, ads-supported learners will be motivated to upgrade)

Results

Updating the progress bar resulted in deeper engagement and more paid users!

• +4.6% upgrade rate (equal to about a +$1M lift in annual billings)

• +2.4% time spent in Learn

• +1.5% retention to Learn