#215: Empathy-based onboarding: boosting conversions and user experience with Yeva Koldovska, Product Manager at Headway

Business of Apps Podcast

A busy life of an app marketer is full of problems, you don’t need me to tell you this. But here is the special one that you may stumble upon. How can you do both at the same time - truly care about your app users needs, making their life easier and meet your financial bottom line?

I’m really glad if you already know the answer or you never encounter this dichotomy. Great - kudos to you. But if you do, on this episode we will help you to resolve it.

Today’s Topics Include:

• Yeva's background
• What is Headway
• What is empathy-based onboarding
• Balancing user experience versus conversion and revenue
• How to identify emotions to create personalized experiences
• How to scale empathy-based onboarding
• Android or iOS?
• Leaving her smartphone at home, what features would Yeva miss most?
• What features she would like to see added to her smartphone?

Links and Resources:

• Yeva Koldovska on LinkedIn
• Headway
• Support Ukraine in its fight against Russia
• Business Of Apps - connecting the app industry

Quotes from Yeva Koldovska:

"So let's take the first step - identify feelings. There is a ton of ways to do that, from just asking questions to doing user research to forming your own hypothesis. Let's take, for example, forming your own hypothesis. Let's say you have a drop in conversion rate on the email step on the web funnel. So the user has went through the questions or the screens, and then they have to input their email.

What might the user be feeling at the moment? What would you feel at the moment? Maybe a bit anxious, maybe unsure if the website won't send you a ton of spam messages over the next day or week. Maybe you would be scared about your data being leaked or given to some third parties. So you kind of form those hypotheses on what the user might be feeling. And this is the first step."

"So we've tried utilizing this framework for most of our products and we have never had an unsuccessful test in this regard. But of course you have to understand that it depends on the area, on the product, on the offering that you have to your users. So I would not say that this approach is a silver bullet that helps everyone."

Host

Business Of Apps - connecting the app industry since 2012