Why has PostClick's landing page conversion rate dropped by 15% over the past month?

Introduction

PostClick's landing page conversion rate has dropped by 15% over the past month, signaling a critical issue that demands immediate attention. This analysis will systematically identify, validate, and address the root cause while considering both short-term fixes and long-term strategic implications.

I'll approach this problem by first clarifying key details, ruling out external factors, and then diving deep into product understanding, metric breakdown, and data analysis. From there, I'll form hypotheses, conduct root cause analysis, and propose validation methods and solutions.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be a recent change. Has there been any significant update to the landing page design or functionality in the past month?

Why it matters: Recent changes often correlate with performance shifts. Expected answer: Yes, there was a redesign. Impact on approach: If yes, I'd focus on comparing pre and post-change metrics.

• Considering user segments, I'm curious about the distribution. Are we seeing this 15% drop uniformly across all user segments or is it more pronounced in specific groups?

Why it matters: Helps identify if the issue is global or segment-specific. Expected answer: The drop is more significant in mobile users. Impact on approach: If segment-specific, I'd prioritize investigating that segment's journey and experience.

• Thinking about external factors, have there been any significant changes in marketing campaigns or traffic sources over the past month?

Why it matters: Changes in traffic quality can impact conversion rates. Expected answer: No major changes in marketing efforts. Impact on approach: If no, I'd focus more on on-page factors rather than traffic quality.

• Considering technical aspects, has there been any change in how we're tracking or calculating the conversion rate?

Why it matters: Ensures we're comparing apples to apples. Expected answer: No changes in tracking methodology. Impact on approach: If yes, I'd first validate the data integrity before diving into other factors.