Why has the click-through rate on Policygenius's disability insurance comparison tool decreased by 15% in the last two weeks?

Introduction

The recent 15% decrease in click-through rate (CTR) on Policygenius's disability insurance comparison tool is a concerning trend that requires immediate attention. To address this issue, I'll employ a systematic approach to identify, validate, and resolve the root cause while considering both short-term fixes and long-term strategic implications.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might have been a recent change to the tool. Has there been any update to the disability insurance comparison tool in the last month?

Why it matters: Recent changes could directly impact user behavior. Expected answer: Yes, there was a minor UI update. Impact on approach: If confirmed, we'd focus on the UI changes as a primary factor.

• Considering user segments, I'm curious about the distribution of the CTR decrease. Is the 15% drop consistent across all user segments, or are certain groups more affected?

Why it matters: Helps identify if the issue is universal or segment-specific. Expected answer: The decrease is more pronounced in mobile users. Impact on approach: We'd prioritize mobile-specific factors in our analysis.

• Given the specificity of the metric, I'm wondering about data accuracy. Has there been any change in how CTR is measured or reported in the last two weeks?

Why it matters: Ensures we're not chasing a data anomaly. Expected answer: No changes in measurement or reporting. Impact on approach: We'd focus on actual user behavior changes rather than measurement issues.

• Considering external factors, have there been any significant changes in the disability insurance market or competitor offerings recently?

Why it matters: External factors could influence user behavior. Expected answer: No major market changes, but a competitor launched a new campaign. Impact on approach: We'd consider competitive pressure in our analysis.