What caused the sudden spike in abandonment rates for Guaranteed Rate's online mortgage calculator last month?

Introduction

The sudden spike in abandonment rates for Guaranteed Rate's online mortgage calculator last month is a critical issue that demands immediate attention. This unexpected change in user behavior could significantly impact the company's lead generation and conversion funnel. 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 have been a recent change to the calculator. Has there been any update to the mortgage calculator's UI or functionality in the past month?

Why it matters: Recent changes often correlate with shifts in user behavior. Expected answer: Yes, there was a minor UI update. Impact on approach: If confirmed, we'd focus on UI-related hypotheses.

• Considering user segments, I'm curious about the distribution of the spike. Is the increased abandonment rate consistent across all user segments, or is it more pronounced in specific groups?

Why it matters: Helps narrow down potential causes and target solutions. Expected answer: The spike is more significant among mobile users. Impact on approach: We'd prioritize mobile-specific issues in our analysis.

• Thinking about external factors, I wonder if there have been any significant changes in the mortgage market recently. Have interest rates or lending policies shifted dramatically in the past month?

Why it matters: External market factors can greatly influence user behavior. Expected answer: No major market changes. Impact on approach: We'd focus more on internal factors if external conditions are stable.

• Regarding data integrity, I'm wondering about the reliability of our tracking. Has there been any change in how we measure or define abandonment rates for the calculator?

Why it matters: Ensures we're addressing a real issue, not a measurement anomaly. Expected answer: No changes in measurement methodology. Impact on approach: Confirms the validity of the observed spike and allows us to focus on user behavior and product issues.