Audible
Amazon
I increased new user retention and engagement by creating a strategy to help users find and start their second audiobook.
Context
One of the challenges of engaging and retaining Audible users is that users often start using the service to listen to a specific book but stop using it immediately after because they don’t know what to listen to next. I partnered with Stink Studios to create content collections to feature throughout the Audible app and website.
Problem
New users weren’t retaining because they struggled to find something to listen to after engaging with the audiobook they came to Audible for.
Solution
Create collections of audiobooks and podcasts to help users easily find their next listen.
Impact
22% increase in new users who started a second audiobook
4x decrease in time spent searching for their next listen
A scalable strategy that is still used by Audible to increase retention and engagement
My work included:
Analysing existing data on how users find new content
Using that data to create a strategy for helping users find their second listen
Choosing the collection themes and audiobooks to include in each
Writing content for the collection placements throughout the app and website
Writing descriptions for the collections and audiobooks
