App stores provide a safe space for users to buy a subscription because:<ul><li>they have already reviewed the app</li><li>the app store page and the purchase flow are structured in a similar way for all apps</li><li>the cancelation process is easy and clear</li></ul>In contrast, when a user visits a website there are no similar trust signals. Each website looks different and it's harder to convince users to buy your product. Moreover, conversion to trial is much lower than on mobile because users have to enter their credit card details, which requires them to be convinced that your product is worth paying for.

It's more challenging to sell on the web than in an app store

Headway confirmed this in their Facebook Ad campaigns, which bring different types of users for each platform. For them, users that buy on web tend to be older. As such:
<ul>
<li>They prefer web products and web purchases rather than mobile apps and subscriptions</li>
<li>They choose different content topics</li>
<li>They prefer reading content instead of listening to it</li>
<li>They like taking tests, which is why Headway designed their web funnel as a quiz.</li>
</ul>

Users who buy on web are different than those who buy on mobile

<ul><li>Higher level of commitment to their subscription</li><li>Higher retention in the product</li><li>Higher renewal rate</li><li>Lower cancelation rate</li><li>Higher lifetime value (2-3 times higher than on mobile). This allows for a higher acquisition cost</li></ul>

Advantages of acquiring web users over mobile users

<ul><li>Highlight key information in the funnel: product images, FAQs, social proof (reviews, ratings, media mentions), and product benefits. These help reduce fears, uncertainties, and doubts, and help make the decision to purchase easier.</li><li>Personalize the paywall offer to highlight how your product meets the user's specific needs (declared in the quiz funnel).</li><li>Use limited time offers with a countdown timer to trigger loss aversion, FOMO, and urgency biases.</li><li>Add more payment options, such as Paypal, Apple Pay, or Google Pay, to benefit from the credibility of their brands.</li></ul>

Make the web funnel more sales oriented

Headway observed that funnels with non-trial subscription plans have the same conversion rate as those with trial plans. This happens because:<ul><li>on one hand both plans need you to convince people to enter their credit card details, and</li><li>on the other hand the trial plans confuse people as to why they need to enter their credit card to start a free trial.</li></ul>In addition, non-trial plans charge immediately and don't suffer the trial-to-subscription drop-off of the trial plans.

Non-trial plans perform as well as trial plans on web

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 subscriptions

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Welcome to the Subscription League podcast hosted by Purchasely, a world-class no-code Growth Platform for Subscription Apps. Drawing on the industry experience of Purchasely’s three award-winning founders, we sit down with CEOs, innovators, and experts to discuss hands-on experiences, pitfalls, and actionable insights and strategies for success. This podcast aims to guide you through your app subscription business journey. 

Advantages of acquiring web users over mobile users

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