Can-do Placement Test

babbel.com | 2019 | iOS, Android, Web

How it

started

BACKGROUND
From one of the rounds of regular user research we've got the following recurring problem:

I don't know where to start any meaningful learning activity

The existing placement test was based primarily on grammar knowledge, required significant time investment, and had some UX issues.

Confidence level survey

Together with instructional designs from didactics, we conducted a survey to see if learner's confidence level can realistically reflect their level of language knowledge.

Wireframes & user feedback

Final designs

A/B test results

The Can-do placement was launched as an AB test as a part of the registration&sales before the sign-up.

As a result, we saw a small decrease of 3.5% in the Visitor to Registration conversion, but a big increase of 22% in Visitor to Sale (Sale = subscription purchase) conversion.

Next steps

Based on the AB test results, we're moving the placement post-registration and testing a version with its integration in the Learning path.