How can we explain the unexpected 20% decline in website traffic to Kenvue's Neutrogena product pages during the typically high-traffic summer season?

Introduction

The unexpected 20% decline in website traffic to Kenvue's Neutrogena product pages during the typically high-traffic summer season is a concerning issue that requires immediate attention. To address this problem, I'll employ a systematic approach to identify, validate, and resolve the root cause while considering both short-term and long-term implications for the product and business.

Step 1

Clarifying Questions (3 minutes)

• Looking at the seasonality, I'm thinking there might be a shift in consumer behavior. Has there been any change in the typical summer product launch schedule or marketing campaigns?

Why it matters: Understanding if there's been a deviation from usual summer strategies could explain the traffic drop. Expected answer: No significant changes to product launches or marketing campaigns. Impact on approach: If confirmed, we'd need to look deeper into user behavior or technical issues.

• Considering the specificity of the decline, I'm wondering about the data accuracy. Can you confirm that the 20% decline is consistent across all tracking tools and hasn't been affected by any recent analytics changes?

Why it matters: Ensures we're working with reliable data before diving deeper. Expected answer: Data is consistent across tools, no recent changes to analytics. Impact on approach: If inconsistent, we'd need to investigate data collection methods first.

• Given the focus on Neutrogena pages, I'm curious about the performance of other Kenvue brands. Have other product lines experienced similar traffic declines?

Why it matters: Helps determine if this is a Neutrogena-specific issue or a broader company problem. Expected answer: Other brands are performing normally. Impact on approach: If Neutrogena-specific, we'd focus on brand-level factors; if company-wide, we'd look at broader issues.

• Thinking about user segments, I'm wondering if the decline is uniform across all demographics. Can you share any insights on which user groups might be most affected?

Why it matters: Identifies if certain user segments are driving the decline, pointing to potential targeted issues. Expected answer: The decline is more pronounced among younger users. Impact on approach: Would lead us to investigate factors specifically affecting younger demographics.