Post-Free-Lesson Conversion
Fluency had always offered free credits for conversation lessons to students who purchased the English program. However, the platform’s original flow made it difficult to capture the peak moment of purchase intent. After completing a free lesson - an experience rated an impressive 4.98 out of 5 stars - students who wanted to buy a conversation plan had to manually contact a sales agent via a separate WhatsApp number outside the platform. This extra step disrupted the momentum created by the live session and significantly increased friction in the buying process. Our goal was to implement an integrated acquisition flow within the platform to make it easier for engaged students to convert immediately after their first lesson.
Results
The initiative achieved a 6.8% conversion rate among students who attended the free lesson—an outcome considered solid within the “good” range for freemium products with a sales assist motion, typically between 5% and 7% (source: Lenny’s Newsletter, 2023). The improvement validated the importance of reducing handoffs and capturing interest while the perceived value was at its highest.
What We Did
We redesigned the experience to offer every English program student the opportunity to try a live conversation lesson without needing to rely on a limited-time promotion. Any student could now claim a free credit during their learning journey. After completing the free lesson, the platform presented a special offer for immediate subscription purchase, fully integrated into the experience. The goal was to remove friction, make access to conversation practice more inclusive, and capture the moment of maximum engagement.
Next Steps
The strategy has been maintained as a complement to the traditional sales funnel and has undergone optimizations in copy and targeting to enable direct sales and further improve performance over time.