A Name Change Doubled Starts
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Placement tests taken by new English learners in Japan after Duolingo reworded “take a placement test” to “check your English level” (both options' copy changed). Company-reported, no base, period or retention figure.
Company accounts, not independently verified.
- 2 entries · company accounts
From Duolingo
Overview
When learners who already know some of the subject are offered the optional placement test, label it as checking their level rather than as a test. Duolingo doubled the tests taken in Japan.
The word “test” can scare people off a shortcut that would help them. Duolingo's research in Japan found learners with prior English were reluctant to take a placement test (one said the word was scary) so they started from the beginning and churned because it was too easy (Zan Gilani and Carrie Wang, Duolingo).
Fits when
- Products with an optional placement or skill check that lets people skip ahead
- Audiences where some new users already know part of the subject
- Markets where research shows the word “test” deters people
Evidence & sources 2 entries
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Good to knowFit and evidence notes
- Fit to consider
- Where the placement cannot be undone, more people taking it could mean more placed above their level with no way back.
- About the evidence
- The Japan test changed the copy of both options on the choice screen, so the effect of dropping the word “test” is not isolated.
Copy includes 1 more limitation, 2 failure modes, the full evidence, and adaptation guidance.
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