Why has the click-through rate for EAB's Starfish early alert emails declined by 15% compared to last semester?

Introduction

The decline in click-through rate for EAB's Starfish early alert emails by 15% compared to last semester is a significant issue that requires thorough investigation. This analysis will systematically identify, validate, and address the root cause while considering both immediate and long-term implications for the product's success.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be seasonal factors at play. Has this decline been observed in previous years during the same semester?

Why it matters: Helps distinguish between cyclical patterns and unique issues. Expected answer: No similar decline in previous years. Impact on approach: If seasonal, we'd focus on adapting to known patterns; if not, we'd investigate new factors.

• Considering user segments, I'm curious about the distribution of the decline. Is the 15% drop consistent across all student groups or more pronounced in specific segments?

Why it matters: Identifies whether the issue is universal or targeted. Expected answer: Varied impact across segments. Impact on approach: Targeted solutions for affected groups vs. system-wide changes.

• Thinking about recent changes, have there been any updates to the email content, format, or sending frequency in the past semester?

Why it matters: Pinpoints potential internal causes for the decline. Expected answer: Some changes implemented recently. Impact on approach: Focus on reverting or optimizing recent changes if identified as the cause.

• Regarding system performance, has there been any change in email deliverability rates or issues with the email service provider?

Why it matters: Rules out technical issues affecting email reach. Expected answer: No significant changes in deliverability. Impact on approach: If deliverability issues exist, prioritize technical solutions; otherwise, focus on content and user engagement.