Global Language Learning App Drives +40% Increase in Engagement

Customer Challenge

A global language education platform sought to enhance its user experience, drive user engagement, and increase free-to-paid conversion by delivering more personalized learning journeys. Based on UX research, previous experiments, and their team’s own analysis, their team recognized that there was a strong correlation between users completing multiple lessons and upgrading to a paid plan.

However, they faced key challenges as they worked to refine their customer engagement, personalization, and growth strategies for the year:

• How do we determine which users should be further engaged versus those who already recognize the platform's value and are ready to consider a premium tier?

• If engagement is the right approach, what specific features or lessons should be surfaced to increase the chances of converting free users to paid subscribers?

• If an upsell is the best next step, which premium tier should be recommended to each user, and why?

Solution

Auxia’s decisioning capabilities were attractive to this team because it allowed them to reduce their team’s need to hire an expensive team of data scientists to better personalize their in-product experience. The language learning app was able to use Auxia to dynamically determine the right lesson, content, and action (e.g. engage, convert) for each individual customer.

• The initial launch included 20+ content variations that the AI models could test and optimize across.

• Over time, the system expanded to 50+ additional variations, continuously refining its recommendations.

• The initial integration was seamless, requiring less than a month to configure before deploying to their customers.

• Auxia’s system tested a spectrum of AI models, from basic bandits to sophisticated causal uplift models, ensuring the highest-impact recommendations.

• Auxia was also able to help the team determine the top predictive factors that influenced their product experience, including a user’s learning goal, their assessment score (0-100), and their last lesson completed.

Results

After integrating with just one surface, a content card on the home screen, during the initial phase of the engagement, the team was able to leverage Auxia’s decisioning models to deliver:

• +40% uplift in primary engagement metric

• +7% uplift in free-to-paid conversion

• +20% CTR for highest performing content cards

• 7-10x ROI

With Auxia’s AI decisioning system, the language education platform was able to intelligently guide users through their learning journey, optimizing both engagement and revenue while delivering a seamless user experience.