What caused the sudden 30% decrease in new user signups for Domain's mobile app in the last week?

Introduction

A sudden 30% decrease in new user signups for Domain's mobile app in the last week is a critical issue that demands immediate attention. This significant drop could have far-reaching implications for user acquisition, growth metrics, and overall business performance. I'll approach this problem systematically, focusing on identifying the root cause, validating hypotheses, and developing both short-term fixes and long-term strategies to address the issue.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be a recent app update. Has there been any significant changes or updates to the app in the past two weeks?

Why it matters: Recent changes often correlate with sudden metric shifts. Expected answer: Yes, an update was released 10 days ago. Impact on approach: If confirmed, I'd focus on changes introduced in that update.

• Considering user segments, I'm curious about the distribution of this decrease. Is the 30% drop uniform across all user segments, or is it more pronounced in specific groups?

Why it matters: Helps identify if the issue is global or segment-specific. Expected answer: The decrease is more significant among Android users. Impact on approach: I'd prioritize investigating Android-specific issues.

• Given the suddenness of the change, I'm wondering about external factors. Have there been any major marketing campaign changes or shifts in ad spend in the last two weeks?

Why it matters: External factors can significantly impact new user acquisition. Expected answer: No major changes in marketing efforts. Impact on approach: I'd focus more on product and technical issues rather than marketing-related causes.

• Thinking about the competitive landscape, has there been any significant moves from competitors recently, such as new feature launches or promotional campaigns?

Why it matters: Competitor actions can influence user behavior and choices. Expected answer: A major competitor launched a new feature last week. Impact on approach: I'd investigate how this competitor move might be affecting our user acquisition.