Audible:
Amazon PDP
PRODUCT DESIGN + USER TESTING CMS LANDING PAGE
THE ASK:
Over the course of a year, I helped to lead the Advertising & Member Acquisition portion of the Audible brand. The main project work was focused on updating the Audible brand on the Amazon.com platform. The biggest challenges arose from attempting to inject Audible’s brand to it’s parent company’s CMS.
Amazon.com isn’t set up to have a wide variance of design or layouts, so our options were extremely limited within it’s curated, walled garden.
Participation
Art Director
UX/UI Design
Client
Amazon
Year
2020
THE CHALLENGE:
Amazon only had 1 Product Detail Page template approved for Audible to use. On a monthly basis, over 4M unique visitors came to this PDP across all platforms and devices and Audible’s Member Conversion rate hovered around 4.9% (196k) per month. We knew we could do better.
Based on the testing we ran in our own environment, we estimated a 3% (120k) per month lift in Trial Memberships if we added key components like flashy hero images combined with clear & concise language to encourage visitors to sign up. This meant building a completely new template on Amazon.com that was more intentional to entice visitors into a 30-day Audible membership trial, while ensuring that the Marketing Team can test what they want without developer dependencies.
MAIN KPIs & OBJECTIVES
UPDATED CONTENT
GROW MEMBERSHIP TTR (TRIAL TAKE RATE)
IMPROVED STORYTELLING
BUILD TRUST & TRANSPARENCY
THE PROCESS:
Our earlier research showed that users typically do not fully understand Audible or grasp the value/benefits of Audible Membership. We hypothesized that this new page should be able to communicate value props/why-buys while simultaneously allowing users to get the content the came looking for in the first place.
We knew that not everyone looking for an Audiobook will want to sign up, but this page was intended to make the Audible Membership be more transparent and build trust while clearly offering details around Membership Benefits and clauses.
As this was a project to seamlessly connect a child brand to it’s parent platform, we needed to maintain consistent care in aligning both brands while ensuring that sales goals are met. We collaborated with Amazon’s UX Team to align on how this work should be done on their CMS and discovered initial challenges based on contrasting ideologies and work styles.
Amazon wasn’t keen on us coming into their CMS and asking for changes, so we had to be respectful of the work that goes into maintaining a platform of this size and weight. As such, we tempered our expectations and scaled back our initial designs to be more Amazon-centric in nature while aligning on where iteration should happen.
THE RESULTS:
As we worked with the Amazon UX’ers, we gained an immense amount of knowledge into how inter-connected the AZN CMS is. We also learned that this module was going to be available across all Amazon templates and had a much wider impact that we initially thought. We were able to forge a true partnership with Amazon and build a highly successful widget for multiple applications, including Audible.
-
5.2% Improvement
Over 400k New Trials in the 1st Month
-
Built strong relationships with Amazon
Crafted layouts to be used CMS-wide
High-Visibility from leadership
We easily went beyond expectations as the new TTR was over 10% the first month alone! That’s almost double the traffic! This was a great project to be a part of as it married two powerful brands on the world’s largest digital marketplace.
