How would you design a test to measure the success of using a gift card promotion to get Prime members to download the Prime mobile app?

Introduction

Designing a test to measure the success of a gift card promotion for Prime members to download the Prime mobile app requires a comprehensive approach to product success metrics. This challenge involves evaluating the effectiveness of a specific marketing tactic while considering broader user engagement and retention goals. I'll follow a structured framework that covers core metrics, supporting indicators, and risk factors while considering all key stakeholders.

Step 1

Product Context

The Prime mobile app is a critical touchpoint for Amazon's most valuable customers. It serves as a hub for Prime benefits, shopping, and content consumption. The gift card promotion aims to drive app adoption among existing Prime members who haven't yet downloaded it.

Key stakeholders include:

• Prime members: Seeking convenience and value
• Amazon leadership: Aiming to increase engagement and retention
• Product team: Focused on app adoption and usage metrics
• Marketing team: Responsible for promotion effectiveness

User flow:

1. Prime member receives gift card promotion (email, push notification, etc.)
2. Member clicks through to app store
3. Downloads and installs the app
4. Logs in and activates gift card
5. Explores app features and potentially makes a purchase

This initiative aligns with Amazon's strategy to deepen customer relationships and increase share of wallet. Competitors like Walmart and Target have similar app-centric approaches, but Amazon's vast ecosystem of services gives it a unique advantage.

The Prime app is in the growth stage of its lifecycle, with a focus on expanding its user base and increasing engagement among existing users.