Headway - Unlocking growth and diversification: the power of web and in-app subscriptions with Yeva Koldovska

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Jun 28, 2023

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Yeva Koldovska

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ANECDOTE

Yeva's Growth Journey at Headway

Yeva Koldovska shared her personal experience growing with Headway from a startup to a company of 170 people.
She highlighted the iterative nature of Headway's growth and its significant user base of over 18 million downloads.

INSIGHT

Benefits of Dual Subscription Channels

Offering both web and in-app subscriptions diversifies revenue, user acquisition channels, and audience demographics.
Web subscriptions help mitigate the impact of privacy updates limiting mobile app user tracking.

INSIGHT

Web Subscribers' Higher Commitment

Web subscribers generally have a higher commitment level since they must enter card details, resulting in higher retention and lower churn.
Despite lower web conversion rates, these subscribers provide increased lifetime value and engagement.

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Get the app

All about scaling an app by leveraging both web and app subscriptions!

In this exciting episode, we chat with Yeva Koldovska, the product manager at Headway, the world's most downloaded book summary app with over 18 million downloads.

Yeva shares valuable insights into Headway's journey and its strategic decision to offer web and in-app subscriptions.

Listen to the episode to uncover the profound impact of subscription variations on revenue and audience diversification, along with the behavioral differences and revenue advantages of web subscriptions.

For noteworthy quotes and key takeaways from the episode, read the article - Unlocking growth and diversification: the power of web and in-app subscriptions with Yeva Koldovska (Headway)

Episode Topics at a Glance

Headway and its growth
Offering subscriptions through web and in-app channels
Reasons for including web subscriptions and diversifying revenue streams
Impact of privacy updates on user tracking and attribution quality
Differences in user behavior and preferences between web and app subscribers
Higher lifetime value (LTV) of web subscribers compared to app subscribers
Advantages of the web funnel

More about Yeva

Yeva Koldovska is a Product Manager at Headway, a company specializing in subscription-based services. With her expertise in product management, Yeva plays a crucial role in overseeing the development and enhancement of Headway's subscription offerings. She brings a wealth of knowledge and experience to the table, enabling her to effectively identify and address the needs of Headway's diverse user base. Yeva is known for her strategic thinking, analytical skills, and ability to collaborate with cross-functional teams to drive product success.

Yeva’s Links

Yeva’s Linkedin profile

Headway website

Nibble website

Timestamps

[00:00:37]: Growth of Headway
[00:01:04]: Discussion about Headway's global team
[00:01:21]: Headway's book summary app and Nibble
[00:02:09]: Why offer subscriptions through both web and in-app
[00:03:51]: The impact of iOS 14.5 privacy updates on Headway's strategy
[00:05:14]: Differences in user behavior between web and app subscriptions
[00:07:00]: Benefits of web subscriptions in terms of user commitment and retention
[00:08:27]: Targeting different audiences with web and app subscriptions
[00:09:54]: User behavior and content preferences on web subscriptions

Episode production by Mobdesign: https://podcasts.mobdesignapps.fr