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.

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 GlanceHeadway and its growthOffering subscriptions through web and in-app channelsReasons for including web subscriptions and diversifying revenue streamsImpact of privacy updates on user tracking and attribution qualityDifferences in user behavior and preferences between web and app subscribersHigher lifetime value (LTV) of web subscribers compared to app subscribersAdvantages of the web funnelMore about YevaYeva 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 LinksYeva’s Linkedin profileHeadway websiteNibble websiteTimestamps[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 subscriptionsEpisode production by Mobdesign: https://podcasts.mobdesignapps.fr

Join Yeva Koldovska, Product Manager at Headway, as she dives into the art of empathy-based onboarding. With a keen focus on aligning user needs and financial goals, she shares innovative strategies for enhancing user experience by identifying and addressing emotions. Yeva also reflects on the nostalgic evolution of mobile devices and the role of AI in personalizing education and daily life. Her insights on user feelings, tailored solutions, and the balance between conversions and user care make for an enlightening discussion.