Unknown · 2017-07-17
· 3243d
A/B Testing Strategy: How Duolingo Scaled from 3M to 200M Users
Gina Gotthilf, VP of Growth at Duolingo, shares the A/B testing methodology that drove the platform's growth from 3 million to 200 million users. The article examines four critical tests including delayed sign-up flows and streak gamification, revealing how small optimizations and systematic testing create compounding engagement gains.
Metrics in this report
Concurrent A/B Tests
5tests
minimum
Growth team baseline testing velocity
Daily Active Users (DAU) Increase
6%
single test
Notification dot experiment
Daily Active Users (DAU) Increase
1.6%
iteration test
Notification dot v2 experiment
Daily Active Users (DAU) Increase
20%
single test
Delayed sign-up initial test
Daily Active Users (DAU) Increase
8.2%
cumulative optimization
Soft and hard wall optimization over 3 years
User Growth
3-200millions
total period
Total Duolingo user growth under Gotthilf's tenure