On the podcast: how Duolingo prioritizes clarity over persuasion on their paywalls, why they offer users multiple free trials instead of just one, and how adding friction to their trial reminder flow actually boosted conversions.

This conversation is shorter than usual and will be featured in RevenueCat’s State of Subscription Apps report. Each episode in this series will explore one crucial topic and share actionable insights from top subscription app operators.

Top Takeaways:

🎯 Prioritize clarity over persuasion to build confidence in purchasing

The goal isn't to convince users to try your product; it's to give them clarity about what happens when, how refunds work, and when they'll be reminded, so they feel confident making the decision themselves.

⚡ Adding friction to trial reminders can actually boost conversions
Letting users choose which day they receive their trial expiration reminder drew attention to the fact they could cancel later, increased confidence, and gave them time to experience real value before deciding.

🔬 Shortening trial duration from 14 to 7 days doubled experimentation velocity
Beyond seeing more conversions over time, the ability to get results in half the time compounds massively over quarters and years, allowing teams to shut down underperforming tests faster and move to the next idea.

About Anmol Tiwari:

🚀 Director of Product Management at Duolingo, the world's most popular way to learn a language.

👋 LinkedIn

🖥️Carers at Duolingo

Follow us on X:

David Barnard - @drbarnard
Jacob Eiting - @jeiting
RevenueCat - @RevenueCat
SubClub - @SubClubHQ

Episode Highlights:
[0:00] Introduction to Anmol Tiwari, Director of Product at Duolingo
[1:05] Anmol discusses Duolingo’s focus on clarity in free trials and product offerings
[2:10] How transparency in trial terms and refunds builds confidence and boosts conversions
[3:45] The benefits of shorter trials for faster experimentation and better user engagement
[5:10] Why Duolingo offers multiple trials to cater to different user life stages
[6:30] Using machine learning to personalize subscription offers and in-app ads
[7:40] How Duolingo uses contextual paywalls to increase conversions
[8:50] Regional differences in trial strategies, especially in markets like China
[10:10] The impact of "free tastes" and trial-like experiences in premium tiers
[11:30] Using timers and reward-based copy to clearly communicate trial benefits
[13:00] How Duolingo reduces day-zero cancellations and builds trust with users
[14:15] Personalizing paywalls based on individual user behavior
[15:30] Experimenting with new creative strategies to promote subscriptions
[16:40] The role of AI in optimizing engagement and conversions
[17:50] Understanding global trial preferences, particularly in China
[19:10] How trust drives conversions and prevents cancellations
[19:55] Closing thoughts on how transparency, experimentation, and personalization fuel growth

How Clarity and Personalization Help Drive Duolingo’s Growth – Anmol Tiwari, Duolingo

Sub Club by RevenueCat