From Scholarship to Growth: How Correcto Boosted Activation by 208%

At Correcto, our mission is to democratize excellent writing skills for the Spanish-speaking world. We started with a bold idea—combine powerful generative AI with a seamless user experience—and over the past year, that idea has evolved into a fast-growing product with measurable impact. With hundreds of thousands of downloads, a $7M seed round, and recognition from Google, TechCrunch, and Forbes, we’re now doubling down on what matters most: retention, activation, and long-term user value.

One of the turning points in our growth journey was optimizing our Chrome Extension onboarding flow. Thanks to Amplitude, we identified key drop-off points, ran experiments, and scaled what worked. Here’s how we increased our activation rate from 17.4% in July 2024 to 53.5% in March 2025—a 208% improvement.

From free scholarship to paid contract: Activating with intention

Our journey began with an Amplitude startup scholarship that lasted a year. During those twelve months, we brought thousands of users into Correcto. But we quickly realized that acquisition wasn’t enough—activation was the true lever for growth.

Using Amplitude Analytics, we tracked the full activation funnel for our Chrome Extension—from “Auth Interacted” (a user signing up) to “Suggestion Interacted” (a user engaging with our app).

"Auth Interacted": A user is acquired

“Suggestion Interacted”: A user activates using the app

We saw clear patterns of drop-off, especially after installation but before first real interaction with a correction.

Drop-off points during the onboarding process

This insight helped us completely redesign our onboarding flow: fewer clicks, more context, and a fast path to value.

Before and after: The last step of our onboarding flow

Before and after: An activation nudge

Leveraging feature flags to test what works

Guided by our design visionary Melissa Morano—who refreshes every user flow with new experiments nearly every other week—and amplified by growth-driven refinements from Andres Sanchez on our Growth team, we harnessed feature flags tied to Amplitude cohorts to experiment with small changes: onboarding tooltips, personalized nudges, even the tone of our first suggestions.

One surprising win? Switching our colours and logos for CTAs (one of our buttons was a magic wand—we changed it to a pen with a bit of spark) improved suggestion interaction by 18%. That uplift wasn’t just about the new icon and softer pastel palette; it also reflected sharper acquisition campaigns that attracted higher-intent users, and a revamped onboarding flow that helped them unlock the product’s value from day one.

Before and after: UX/UI changes on our rephrase feature

Each test had a clear North Star tracked in Amplitude: interaction with our core writing suggestions, indicating users extracting value from our product.

Product engagement and interaction, our North Star, leads to growth

Segmenting users to sharpen our ICP

Amplitude’s cohort analysis lets us split users by traffic source, device, and even city and country. We realized that Chrome users between 18–24 years old in Colombia who were coming from search campaigns had on average 1.3x the activation and 1.7x the engagement and retention vs. other user profiles.

Cohort retention of users in Colombia vs. users in other countries

This was a turning point for our company, as shaping a very specific ideal customer profile affects how you communicate your value proposition, who you target, and how you plan all your strategy based on the right customer type.

This insight didn’t just shape marketing—by sharpening our ICP, we improved our CAC:LTV ratio dramatically.

Insights that transformed our product-led journey

We initially focused on vanity metrics, such as Chrome extension downloads, reviews, campaign tweaks, and social media growth, thinking they’d be the levers propelling us to Series A. However, we soon realized the most impactful signals were genuine product usage and the value users gained. So, we shifted gears, relying less on Google Analytics and turning to Amplitude for end-to-end product insights that truly guided our decisions.

Thanks to Amplitude, we started measuring what really mattered. And by focusing on what our best cohorts actually did with our app, and building more of that, we saw results:

• Activation jumped from 17.4% in July 2024 to 53.5% by March 2025
• 30-day retention hit 64.3%, and 90-day retention reached 46.4%
• Feature usage scaled dramatically

The future: Precision, not guesswork

Today, every Correcto team—from product to marketing—uses Amplitude to guide decisions. Our engineering team uses Amplitude Session Replay and event tracking to pinpoint issues in real-time. Our growth team runs targeted campaigns based on feature engagement. And our product team lives in Amplitude dashboards, watching experiments like hawks.

It’s not about chasing shiny features. It’s about using the right metrics to do what we do best—help people write better in Spanish.