An Arabic learning app that stopped sounding like a translation.
Strong product, invisible brand. We gave it a voice that sounded like it came from somewhere.
Results
onboarding completion, from 39%
cost per install
day-30 retention
to first finished lesson
The problem
Built by an Arabic-speaking team, but every piece of marketing was written in English first and translated after.
Install cost was climbing while day-30 retention sat flat.
Onboarding lost 61% of users before the first lesson finished.
What we did
Rebuilt the voice in Arabic as the source language, with English written separately rather than derived.
Replaced the generic app-store creative with a documentary content line featuring real learners.
Rewrote onboarding around a single first lesson that finished in under four minutes.
What happened
Onboarding completion up from 39% to 71%.
Cost per install down 44% on the same monthly budget.
Day-30 retention up 2.3× against the pre-launch baseline.
The rebrand was the easy part. What surprised me was that the paid team actually used it.
Got something worth remembering?
Tell us what you are building and what is in the way. If we are not the right fit we will say so in the first call, and point you at someone who is.
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