Why has the average time spent on Rightmove's commercial property listings page declined by 20% compared to the previous quarter?

Introduction

The decline in average time spent on Rightmove's commercial property listings page by 20% compared to the previous quarter is a significant issue that warrants thorough investigation. This metric is crucial for Rightmove as it directly correlates with user engagement and potential conversions for commercial property listings. To address this problem, I'll employ a systematic approach to identify, validate, and resolve the root cause while considering both immediate and long-term implications.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be seasonal factors at play. Has this 20% decline been observed in previous years during the same quarter?

Why it matters: Seasonal patterns could explain the decline and influence our approach. Expected answer: No, this decline is unusual for this time of year. Impact on approach: If seasonal, we'd focus on year-over-year comparisons; if not, we'd investigate recent changes.

• Considering user segments, I'm curious about the distribution of this decline. Is the 20% decrease uniform across all user types, or is it more pronounced in specific segments?

Why it matters: Identifying affected segments helps pinpoint potential causes and tailor solutions. Expected answer: The decline is more significant among small business owners. Impact on approach: We'd focus on understanding the needs and behaviors of small business owners.

• Thinking about recent changes, have there been any updates to the commercial property listings page or related features in the past quarter?

Why it matters: Recent changes could directly impact user behavior and time spent on the page. Expected answer: Yes, we implemented a new filtering system last month. Impact on approach: We'd investigate the new filtering system's impact on user experience and engagement.

• Considering data integrity, has there been any change in how we measure or define "time spent" on the commercial property listings page?

Why it matters: Ensures we're comparing apples to apples and not dealing with a measurement issue. Expected answer: No changes in measurement methodology. Impact on approach: If changed, we'd need to recalibrate our analysis; if not, we can proceed with current data.