Sviat Hnizdovskyi's passion for behavioral science

Sviat Hnizdovskyi has an academic background in social and cognitive psychology, and he applies his knowledge of behavioral sciences to help companies optimize their growth processes. He uses well-known frameworks, such as Psych, to understand users' behavior and their motivations for sharing data about their fitness goals.

Experiment history review framework

The discussion with Sviat highlights Applica's framework to optimize subscriptions, called the 'experiment history review framework'. The framework has proven effective for apps that have already performed around 100 or more experiments. Sviat recommends exploring a few aspects when implementing the framework: understand your experimentation capacity, focus on overall paywall strategy, determine the optimal subscription duration for your specific app, and optimize the first impression.

The framework follows six steps: (1) categorize historical experiments by type, such as subscription pricing, trial length, paywall design, onboarding sequence, and special offers; (2) revisit the main metric change for each experiment, comparing the best and worst LTV variants; (3) define the average metric change per test within a category using a pivot table; (4) sort categories by most significant average metric improvement; (5) track diminishing returns (plateau) of optimization within each category with a chart; and (6) adjust your Impact scoring within ICE/RICE frameworks according to the strength of the category, not just the idea itself.

More about Sviat

Sviat Hnizdovskyi is the founder of Applica, a London-based product growth agency. Sviat has years of experience in behavioral economics, social and cognitive psychology, and data-driven digital product analytics. During his time at Applica, Sviat has helped companies like Loona, FitMind, Fabulous, Drops, and Freeletics significantly increase their app ARR. He also founded the Open Minds Institute, an international think-and-do tank that cultivates open-mindedness and behavioral change.

Episode 23 sneak peek

• On first impressions: "80% of the purchases are happening within the first 10-15 minutes of exploring the app. Therefore, it's crucial to ensure that what you communicate from the very first screen is understandable."
• On the experimentation framework: "Categorize your experiments and perform sophisticated analysis once you have conducted a sufficient number of experiments. Evaluate your experiments to understand which category is the most optimal for you to target with all of your future experiments."
• On subscription optimization: "Understanding the subscription duration optimal period for your specific app. If it's health and fitness or anything related to education, it's mostly the choice between having monthly and yearly subscription or just yearly subscription."