AMAZON AUDIBLE

Users were being routed through a multi-step journey that included a member landing page before reaching checkout.

Key issue:

• Unnecessary steps increased friction

• Drop-off rates were highest between the landing page and checkout page

• User intent was already high at the entry point (ASIN-level traffic)

If we reduce friction by allowing high-intent users to bypass the member landing page and go directly to checkout, conversion rates will increase.

• Analyzed user behavior and funnel drop-off data

• Identified high-intent entry points (ASIN traffic)

• Designed an A/B test:

  1. Control: Standard flow (Landing Page to Checkout)

  2. Variant: Direct-to-checkout experience

• Collaborated with cross-functional stakeholders to implement and test the new flow

• Launched a controlled A/B test targeting a segmented audience

• Monitored key KPIs:

  • Conversion rate (signups)

  • Drop-off rates

  • Revenue impact

• +9.95% increase in Audible signups

• Reduced friction in critical conversion path

• Delivered measurable lift in revenue contribution

• High-intent users require fewer steps—not more persuasion

• Simplifying user journeys can outperform adding content or messaging

• Data-driven experimentation is critical for validating product decisions