Why has Reach plc's Mirror Online website seen a 15% drop in daily active users over the past month?

Introduction

The recent 15% drop in daily active users for Reach plc's Mirror Online website over the past month is a significant concern that requires immediate attention and a thorough root cause analysis. As we delve into this issue, we'll systematically examine potential factors, gather relevant data, and develop hypotheses to identify the underlying cause of this user engagement decline.

Step 1

Clarifying Questions (3 minutes)

• Considering the timing, I'm wondering if there have been any recent major changes to the website. Have there been any significant updates to Mirror Online's design, content strategy, or functionality in the past 1-2 months?

Why it matters: Recent changes could directly impact user behavior and engagement. Expected answer: Information about recent updates or confirmation of no major changes. Impact on approach: If changes occurred, we'd focus on their potential effects; if not, we'd look at other factors.

• Looking at the user segments, I'm curious about the distribution of the decline. Is the 15% drop uniform across all user segments, or are certain groups (e.g., age, location, device type) more affected?

Why it matters: Identifying specific affected segments can help narrow down potential causes. Expected answer: Breakdown of user decline across different segments. Impact on approach: Targeted analysis on most affected segments if disparities exist.

• Considering external factors, I'm thinking about potential changes in the news landscape. Have there been any significant shifts in news consumption patterns or major competing news sources emerging in the past month?

Why it matters: External market changes could explain the decline in Mirror Online's engagement. Expected answer: Information on market trends or new competitors. Impact on approach: If significant external changes are identified, we'd factor them into our analysis.

• Regarding technical performance, I'm wondering about the website's speed and reliability. Have there been any notable changes in page load times, server uptime, or error rates over the past month?

Why it matters: Technical issues can significantly impact user experience and engagement. Expected answer: Data on website performance metrics. Impact on approach: If performance issues are identified, we'd prioritize technical root causes.