What factors are contributing to the 30% decrease in new Pro plan subscriptions on TradingView's mobile app since the latest update?

Introduction

The recent 30% decrease in new Pro plan subscriptions on TradingView's mobile app is a critical issue that demands immediate attention. As we analyze this product challenge, we'll employ a systematic framework to identify, validate, and address the root cause while considering both short-term fixes and long-term strategic implications.

Our approach will involve a thorough examination of potential factors, data analysis, and hypothesis generation. We'll prioritize understanding the user journey, breaking down the metric, and formulating data-driven hypotheses. Throughout this process, we'll maintain a focus on actionable insights and solutions that align with TradingView's broader product strategy.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be a correlation with the latest update. Could you provide more details about what changes were implemented in this update?

Why it matters: Understanding the specific changes helps pinpoint potential causes. Expected answer: A list of feature updates, UI changes, or backend modifications. Impact on approach: Directs focus to specific areas of the app affected by the update.

• I'm curious about the user segments affected. Has the decrease been uniform across all user types, or are certain segments more impacted?

Why it matters: Identifies whether the issue is widespread or localized to specific user groups. Expected answer: Data showing variation in subscription rates across different user segments. Impact on approach: Helps tailor solutions to the most affected user groups.

• Considering the subscription process, have there been any changes to the onboarding flow or pricing structure for the Pro plan?

Why it matters: Changes in these areas could directly impact conversion rates. Expected answer: Information about recent modifications to the subscription process or pricing. Impact on approach: Focuses investigation on potential friction points in the conversion funnel.

• I'm wondering about external factors. Have there been any significant market events or competitor actions that might influence user behavior?

Why it matters: External factors could be contributing to the decrease in subscriptions. Expected answer: Information about market trends or competitor activities. Impact on approach: Helps distinguish between internal issues and external influences.

• Regarding the metric itself, has there been any change in how new Pro plan subscriptions are tracked or measured?

Why it matters: Ensures the observed decrease is not due to measurement errors. Expected answer: Confirmation of consistent measurement methods or details of any changes. Impact on approach: Validates the reliability of the data we're analyzing.