Case Study: ABA English achieves 4.5x mobile subscription growth and boosts mobile revenue from 20% to 80% with Amplitude

How ABA English used Amplitude to increase conversion and grew their mobile revenue

ABA English is an online language academy serving millions across web and mobile that moved to a mobile-first, data-driven product strategy under its COO. The company faced slow, centralized analytics—every request going through the Insights team—and high early churn in onboarding, where many users picked the wrong course level and abandoned their first study unit, limiting mobile subscriptions and revenue.

By democratizing analytics with Amplitude (now used by 71% of employees) and using behavioral cohorts, funnel analysis and A/B tests, ABA redesigned onboarding to include a Level Test and ran rapid experiments. The improvements doubled first-course activation, drove a 4.5x increase in mobile subscriptions, helped grow mobile revenue from 20% to 80% of total, and re-engaged about 10% of dormant premium users.

ABA English

Marc Vicente

Chief Executive Officer