Why has Angi's lead request volume for roofing services dropped 30% month-over-month?

Introduction

Angi's 30% month-over-month drop in lead request volume for roofing services is a critical issue that demands immediate attention. This analysis will systematically identify, validate, and address the root cause while considering both short-term and long-term implications for the business.

I'll approach this problem by first clarifying key details, ruling out external factors, and then diving deep into product understanding, metric breakdown, and data analysis. From there, I'll form hypotheses, conduct root cause analysis, and propose validation methods and solutions.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking this could be seasonal. Is this drop consistent with historical patterns for roofing services?

Why it matters: Seasonality could explain the drop and inform our solution approach. Expected answer: No, this drop is unusual for this time of year. Impact on approach: If seasonal, we'd focus on year-over-year comparisons; if not, we'd investigate recent changes.

• Considering user segments, I'm curious about the distribution. Has the drop been uniform across all user types or concentrated in specific segments?

Why it matters: Helps identify if the issue is global or segment-specific. Expected answer: The drop is more pronounced in homeowner-initiated requests. Impact on approach: We'd focus on understanding changes in homeowner behavior or product experience.

• Thinking about recent changes, have there been any significant updates to the roofing service request flow in the past month?

Why it matters: Recent changes could directly impact user behavior. Expected answer: A minor UI update was implemented two weeks ago. Impact on approach: We'd investigate the impact of this UI change on user engagement.

• Regarding system health, have there been any reported issues with the lead request tracking or processing systems?

Why it matters: Technical issues could artificially deflate numbers. Expected answer: No known system issues have been reported. Impact on approach: We'd focus on user behavior and product changes rather than technical glitches.