Why has the average time spent on Edmunds's car review pages declined by 20% since the latest site redesign?

Introduction

The recent 20% decline in average time spent on Edmunds's car review pages following the latest site redesign is a concerning trend that requires immediate attention. This analysis will systematically investigate potential root causes, generate data-driven hypotheses, and propose actionable solutions to address this critical issue.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking the redesign might have introduced usability issues. Has there been a significant increase in user complaints or support tickets since the redesign?

Why it matters: This could indicate whether the redesign has negatively impacted user experience. Expected answer: Yes, there has been an increase in user complaints. Impact on approach: If confirmed, we'd focus on UX improvements and user testing.

• Considering user segments, I'm wondering if this decline is uniform across all user types. Can you provide a breakdown of the time spent metric by user segments (e.g., first-time visitors vs. returning users)?

Why it matters: This helps identify if the issue affects all users or specific groups. Expected answer: The decline is more pronounced among returning users. Impact on approach: We'd investigate why returning users are spending less time and tailor solutions accordingly.

• Thinking about content changes, has there been any significant alteration in the type or volume of car review content coinciding with the redesign?

Why it matters: Content changes could explain shifts in user behavior. Expected answer: No major content changes were implemented. Impact on approach: If confirmed, we'd focus more on design and functionality issues rather than content-related factors.

• Considering technical aspects, have there been any changes in page load times or other performance metrics since the redesign?

Why it matters: Technical issues could be driving users away from the pages. Expected answer: There has been a slight increase in page load times. Impact on approach: We'd prioritize performance optimization in our solution strategy.

• Thinking about measurement accuracy, has there been any change in the analytics tools or tracking methods used to measure time spent on pages?

Why it matters: This helps rule out measurement errors as a cause. Expected answer: No changes in analytics tools or methods. Impact on approach: If confirmed, we can confidently focus on actual user behavior changes rather than data collection issues.