increasing customer engagement

As a Senior Product Manager Intern at Amazon, I created a customer engagement strategy for a top-trafficked page on Amazon. By evaluating customer traffic patterns and purchase data, I helped develop and launch a feature projected to generate an additional $30MM annually. Data from my A/B test regarding post-purchase browsing behavior has been used by teams across Amazon to improve the post-purchase customer experience across mobile, desktop, and tablet platforms. 

the challenge

The Your Orders pages (amazon.com/yourorders) on Amazon are some of the top trafficked pages across the site, yet they also have the highest abandonment rates. How can we re-engage customers here, encouraging them to continue their Amazon experience? 

the short-term strategy

Through detailed data-analysis of customer behavior and traffic patterns across Amazon, I identified the opportunity to place recommendations widgets on the Progress Tracker and Order Details pages. I worked with designers to develop mock-ups, found a developer team to work the project into their code sprint, and launched an experiment to test my hypothesis.

Result: Placing recommendations features on these two pages encourages customers to re-engage with their Amazon shopping journey to the tune of $30MM annually. 

the long-term strategy

To enhance the customer experience, I proposed Your Orders leverage a customer's order history and authentication status to provide highly relevant product discovery opportunities based on past purchases, such as suggesting it's time to purchase a new toothbrush 3 months after the first purchase. Your Orders is also a prime location to surface content relevant to purchases in transit, such as an offer to hire a professional to mount your new TV, or a video on how to do-it-yourself.