On the very first episode of The Subscription League, the podcast on all things related to subscription apps, I sit down with my co-host Nicolas and interview Eveline Moczko. Eveline is the head of product management at Blinkist, an app offering compressed guides to non-fiction books. She’s passionate about A/B testing and has driven innovation at Blinkist to increase mobile app subscription and retention.
Together, we discuss many aspects of working on a subscription app, including varying app price points according to location and where to insert a paywall in an app. Eveline has extensively A/B tested paywalls in the Blinkist app, and she explains to us how sending a reminder of a forthcoming charge to users on a free trial can actually increase conversion. She also talks about increasing app engagement, which she describes as the biggest challenge of working with a subscription-model app. Listen to the end of the episode to hear our discussion on segmenting apps by user motivations, and which user profile Tim Cook fits into on the Blinkist app.
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Eveline's bioCurrently at Blinkist, the leading destination for lifelong learners. After years of launching and managing products in the e-commerce and food delivery space, Eveline's now happy to work on a big idea that I can be passionate about: inspiring people to keep learning. As the first Product Manager at Blinkist she started out as an all-rounder, but for more than 4 years have been responsible for our activation and conversion funnels, playing a key role in growing our user base to 20 million. Today she is taking on the role of Head of Product Management, leading an incredibly strong team of 5 amazing PMs.
Timestamps
[00:40] Nicolas talks about why he started Purchasedly
[01:30] Nicolas introduces Eveline
[02:53] Eveline discusses her passion for A/B testing
[03:20] The limitations of A/B testing
[04:51] … And how to overcome them
[06:10] Blinkist’s North Star metrics
[07:28] How much should you listen to your app users?
[08:20] How A/B testing influenced subscription rates at Blinkist
[10:36] What to avoid in A/B testing
[12:35] Where to insert a paywall in an app
[14:49] The role of localization in Blinkist
[17:34] How worried are users about charges for subscription apps?
[19:23] Payment reminders can actually increase conversion
[20:50] Increasing user engagement: The hardest part of working on a subscription app
[24:10] Analyzing app users based on motivation, not personas
[27:00] How the different user groups behave in the app
[28:40] Blinkist and Apple: how Apple have boosted Blinkist in the App Store and beyond
Links