In this article, we uncover the invisible love mission of the popular language learning app Babbel. Only by the analysis of Android user feedbacks, we found that having a special membership plan for beloved couples would be a big hit for Babbel. How do we know? The answers are hidden in this article. Enjoy reading!
Babbel app is a subscription-based language learning app with over 10 million users. Since January 2008, the application offers learning services in 14 languages: English, French, German, Dutch, Danish, Indonesian, Italian, Norwegian, Polish, Brazilian Portuguese, Russian, Swedish, Spanish and Turkish. I personally used the application for 2 years for my Italian learning goals. The application is fun, interactive, but after a while you may find it repetitive. However, today we will talk about how Babbel users evaluate the application, without any bias. The easiest way to find the user feedbacks is the Google Play Store.
Using Pivony, it’s 3 clicks away to explore the user expectations. According to the results generated by Pivony AI Engine, there are some topics such as grammar, monetary expectations, etc. But a very specific and interesting subject has been found: Beloved Couples. It consists of keywords “husband”, “wife”, “girlfriend” and “boyfriend”. These Babbel reviews were made by women/men who are learning their beloved spouses’/lovers’ native languages with Babbel.
There were also people who started to learn a language just for a romantic trip with their spouses. Most of them decided to go to France for their wedding anniversary or honeymoon, and Babbel helped them to make this trip more romantique.
It took a few clicks to find a niche group “couples”. I believe that the Product, Growth or Marketing teams can benefit from Pivony to innovate within the company in a more data-driven way. We’re not marketers at Pivony, but we also had a brainstorming in the team and we came up with the idea of a Special Membership plan for Couples. Not only a plan, but also some specificapp features to challenge your girlfriend or wife. It can be a game-changer for Babbel, considering the fact that it’s a highly competitive market. Too many apps, and the users have no idea which app to start with. This new idea can be used by a new player in the market for product differentiation.
Another brilliant idea is to build a Dating app where the relation begins with a fruitful language learning experience. Social Insight found by Pivony proves that people tend to pay for Language learning apps to communicate better with their girlfriends/boyfriends. A reverse engineering idea came up to our mind why people don’t improve their language skills to match with someone. They will choose specific vocabulary decks, like jazz, camping, yoga. Likeminded people can find each other so easily.