Skillset:
Audible Canada is a subscription-based, e-commerce website that offers audiobooks, podcasts, and Audible Originals.
Goal: Drive new member growth through cross-channel promotions and onsite marketing.
CRO A/B Tests – Successes included:
Click to Checkout – Winning test that drove customers directly to the checkout page from an ASIN bypassing the member landing page reducing friction and increasing Audible signups.
The winning treatment results achieved a +9.95% lift in Audible Signups, our primary metric, and a marginal lift in GCCP (Gross Composite Contribution Profit), our guardrail metric.
Member-Focused, Product Detail Page (MFPDP) – Tested a copy update to the MFPDP headline and primary CTA (call-to-action) for all trial-eligible customers and paid eligible customers (customers who finished their trial 12+ months ago and now re-qualify). The copy test was done to further educate prospects on what the member benefits are beyond just audiobooks to help lift direct member subscriptions.
The guardrail metrics show Audible consumption revenue at +34.50%.
Click to Checkout CRO A/B Test
Control
Treatment
Member-Focused, Product Detail Page
Control
Treatment
