Busuu Case Study

busuu uses Appsee's mobile app analytics to examine user behavior and improve app localization.

Key Results

IMPROVED APP'S LOCALIZATION AND INTERNATIONALIZATION
BOOSTED USER REGISTRATION IN CHINA BY 15%

The Company

busuu has made it’s mark in the mobile app industry as one of the world’s leading language apps. With over thirty million downloads in the Google Play store and a community of over sixty million international native speakers for language practice, busuu has become one of the most recognized and effective solutions to become fluent in a new language. On top of offering the ability to learn twelve different languages from Japanese to Russian, busuu also provides extensive B2B solutions for universities and organizations. As a brand that strives to deliver the best language learning experience possible, busuu also has big plans to offer its users dynamic VR adventures.

The Challenge

One of the biggest challenges for busuu, and for practically any app today, is the act of “de-risking” its product; launching an app that has the highest value for both the users and the business. For busuu, it is faced with this challenge across 150 countries. The busuu team must ensure that their app is properly localized and meeting the specific needs and standards of each unique geo. But how? User surveys and focus groups can help, yet results always involve a certain level of observable bias. The busuu team needed a solution that would allow them to examine in-app user experiences in real-time and understand exactly how users are interacting with their app.

The Solution

busuu turned to Appsee’s qualitative app analytics to gather actionable insights on its app’s user behavior. Specifically, the busuu team wanted to understand why their iOS users in China had a lower registration conversion rate than other countries. By watching Appsee’s user session recordings of new users from that geo, busuu discovered that a number of users were attempting multiple times to enter some sort of registration details* into the email field. Thanks to this qualitative data, the busuu team were able to deduce that the action of “entering an email” did not seem to be suitable for some iOS users in China. As a result of this insight, the busuu team decided to implement an A/B test for registration fields. Version A maintained the email field, while version B allowed users to enter their phone number or their email. The results were eye-opening: many iOS users in China preferred the phone number option. Subsequently, the busuu team optimized their registration screen to accept both emails and phone numbers. This adjustment successfully increased registration rates by 15%. They then used Appsee’s user session recordings again to further validate their progress with this important screen.

A CONTINUED COOPERATION

As busuu continues to enhance its capabilities, increase its language serving, and expand its international reach, Appsee is pleased to go on to serve as its key in-app analytics platform. Thanks to Appsee’s powerful qualitative tools, busuu is able to understand their users’ experiences, detect friction points, and make key decisions regarding their product with the highest level of confidence and accuracy.