Why has Saks OFF 5TH's loyalty program sign-up rate decreased by 25% since the latest website redesign?

Introduction

The recent 25% decrease in Saks OFF 5TH's loyalty program sign-up rate following a website redesign is a critical issue that demands immediate attention. This analysis will systematically investigate the root cause, considering both internal and external factors that may have contributed to this significant drop in performance.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking the redesign might have introduced usability issues. Has there been a significant change in the user flow for loyalty program sign-ups?

Why it matters: Understanding changes in user experience is crucial for identifying potential friction points. Expected answer: Yes, the sign-up process was modified as part of the redesign. Impact on approach: If confirmed, we'll focus on analyzing the new user flow and identifying specific pain points.

• Considering the magnitude of the decrease, I'm wondering about potential technical issues. Have there been any reports of errors or system downtime since the redesign?

Why it matters: Technical problems could significantly impact sign-up rates and user experience. Expected answer: Some intermittent errors have been reported, but no major outages. Impact on approach: We'll need to investigate the nature and frequency of these errors and their potential impact on sign-ups.

• Given the importance of incentives in loyalty programs, I'm curious about any changes in the program's benefits. Were there any modifications to the loyalty program's offerings coinciding with the website redesign?

Why it matters: Changes in program benefits could affect user motivation to sign up. Expected answer: No significant changes were made to the loyalty program itself. Impact on approach: If confirmed, we can focus more on the website experience rather than program structure.

• Considering potential data discrepancies, I'm wondering about the consistency of measurement. Has the method for tracking sign-up rates remained consistent before and after the redesign?

Why it matters: Ensuring data consistency is crucial for accurate problem identification. Expected answer: The tracking method has remained the same. Impact on approach: If confirmed, we can rule out measurement issues and focus on actual performance changes.