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Product Management Root Cause Analysis Question: Investigating mobile app cart abandonment increase for e-commerce platform
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Nextsprints

Updated Jan 22, 2025

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Why has Newegg's mobile app experienced a 20% increase in cart abandonment rates since the latest update?

Data Analysis Problem-Solving User Experience E-commerce Consumer Electronics Mobile Apps
E-Commerce Conversion Optimization Root Cause Analysis User Behavior Mobile UX

Introduction

Newegg's mobile app experiencing a 20% increase in cart abandonment rates since the latest update is a critical issue that demands immediate attention. This problem directly impacts revenue and user satisfaction, potentially signaling deeper issues within the app's functionality or user experience. I'll approach this analysis systematically, focusing on identifying the root cause, validating hypotheses, and developing both short-term fixes and long-term solutions.

Framework overview

This analysis follows a structured approach covering issue identification, hypothesis generation, validation, and solution development.

Step 1

Clarifying Questions (3 minutes)

  • Looking at the timing, I'm thinking this might be related to the recent update. Can you confirm when exactly the update was released and when the increase in cart abandonment was first noticed?

Why it matters: Establishes a clear timeline to correlate the update with the issue. Expected answer: The update was released 2 weeks ago, and the increase was noticed within 3-4 days. Impact on approach: A quick onset suggests a direct link to the update, narrowing our focus.

  • Considering user segments, I'm curious if this increase is uniform across all user types. Have you noticed any patterns in terms of which users are abandoning their carts more frequently?

Why it matters: Helps identify if the issue is universal or specific to certain user groups. Expected answer: The increase is more pronounced among mobile app users, particularly on iOS devices. Impact on approach: Would focus our investigation on iOS-specific issues or changes in the latest update.

  • Thinking about the cart abandonment metric, has there been any change in how it's calculated or tracked since the update?

Why it matters: Ensures we're comparing apples to apples and not dealing with a measurement issue. Expected answer: No changes in the metric calculation or tracking methods. Impact on approach: Confirms the issue is real and not a data anomaly, allowing us to focus on actual user behavior changes.

  • Considering recent changes, were there any significant UI/UX modifications in the checkout process as part of this update?

Why it matters: UI/UX changes can significantly impact user behavior, especially in critical flows like checkout. Expected answer: Yes, the checkout process was streamlined, reducing it from 3 steps to 2. Impact on approach: Would lead us to investigate if the new checkout process is causing confusion or friction for users.

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