Speaking of my own experience, I think there’s a good chance that you’ve misinterpreted some key statistics. With the caveat that I’m not a statistician, and I haven’t seen the stats anyway:
You may have understood that a large part of my learning takes place on the website because I spend a lot of time on the website. It does not. I use the website to add my assigned daily vocabulary words to my courses, because it is not possible to do this via the app. However, the app learning experience is far superior to the website for actually studying. I never study on the website.
Additionally, because there’s no obvious “join course” button, and no way to search for courses on the app, I need to actually start the course on the website and “learn” for a few minutes, in order to join. This skews learning stats towards the website, even though I’m not using the website to learn.
Further, I spend a lot of time searching for courses, as the search function doesn’t work well (so far my biggest gripe about Memrise). This time isn’t included in my website “learning”, is it?
Finally, I’d like to point out that users may come for the introductory courses, but they stay for the community courses. No one is going to pay for Pro for five years to re-learn Spanish 101 over and over again. By splitting off the “advanced” community courses, you leave your Spanish 101 graduates with no obvious place to go. Directing them to a different learning experience in the Decks ghetto won’t impress them. These may be lucrative customers, but they are temporary customers.
I would like to re-iterate my earlier suggestion: Memrise should embrace the fact that its core value-add is elegantly simple, albeit low-growth: A spaced-repetition flashcards app for community courses.
I myself may indeed someday learn another language from scratch, and would consider using Memrise’s curated content for my first steps. But I would consider these products alongside DuoLingo and whatever other products are on the market at that time. Given the fierce competition, I likely would not feel compelled to pay for the service, whichever I choose. And I am not “locked-into” Memrise service because I have used Memrise in the past. Downloading the DuoLingo app is no trouble at all.
In short, I have no hostility towards Memrise at all, and I understand that business is business. But I’m not going to listen to arguments that you are serving me better with this new service. The new service means that you have decided that I am not a valuable customer.
Farewell.