App Marketing by App Masters

App Marketing Strategies That Led to Headway's 27M Downloads

12 snips
Sep 11, 2023
Guest
Yeva Koldovska
Yeva Koldovska, Headway's Product Manager, has played a pivotal role in the app's explosive growth to over 27 million downloads. She shares insights on effective web2app strategies and user acquisition tactics. Key topics include optimizing pricing models for subscriptions and the psychological aspects of user onboarding. Yeva also discusses the importance of team dynamics in driving success and explores strategies for maximizing return on ad spend. Her innovative approaches to marketing reveal how personalized user engagement can significantly boost app performance.
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ADVICE

Discounting Strategy

  • Test different price points to understand user purchase behavior.
  • Offer multiple discounts at strategic moments, especially after initial declines.
INSIGHT

Excitement-Driven Purchases

  • The excitement of potential value drives purchases more than actual value delivery.
  • Position discounts at peak excitement moments, like right before content access.
ADVICE

Early Monetization

  • Prioritize monetization from the start, even in early product development stages.
  • Early monetization testing reveals user payment readiness and informs product-market fit.
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