How can we explain the sudden 20% decrease in lead generation through RE/MAX's mobile app in the last two weeks?

Introduction

The sudden 20% decrease in lead generation through RE/MAX's mobile app over the past two weeks is a critical issue that demands immediate attention. As we analyze this product problem, we'll follow a systematic framework to identify, validate, and address the root cause while considering both immediate and long-term implications.

Our approach will involve clarifying the context, ruling out external factors, understanding the product and user journey, breaking down the metric, gathering relevant data, forming hypotheses, conducting root cause analysis, and developing a comprehensive resolution plan.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be a recent app update. Has there been any significant changes or updates to the RE/MAX mobile app in the last month?

Why it matters: Recent changes could directly impact lead generation. Expected answer: Yes, there was an update two weeks ago. Impact on approach: If confirmed, we'd focus on changes introduced in the update.

• Considering user segments, I'm curious about the distribution of the decrease. Is the 20% drop consistent across all user segments or more pronounced in specific groups?

Why it matters: Helps identify if the issue is universal or segment-specific. Expected answer: The decrease is more significant among first-time homebuyers. Impact on approach: We'd investigate factors specifically affecting this segment.

• Thinking about the lead generation funnel, I'm wondering about the conversion rates at different stages. Have we seen changes in user behavior at specific points in the funnel?

Why it matters: Pinpoints where in the process users are dropping off. Expected answer: There's a notable decrease in users progressing from property viewing to contact form submission. Impact on approach: We'd focus on optimizing the transition between these stages.

• Considering external factors, I'm curious about any changes in marketing efforts. Have there been any significant shifts in our marketing strategies or budget allocation for app promotion recently?

Why it matters: Changes in marketing could affect the volume and quality of users entering the funnel. Expected answer: No major changes in marketing efforts. Impact on approach: We'd focus more on internal factors and user experience issues.