How can we explain the unexpected 25% decline in ShopBack's affiliate marketing click-through rates for electronics categories in the last two weeks?

Introduction

The unexpected 25% decline in ShopBack's affiliate marketing click-through rates for electronics categories over the past two weeks is a critical issue that demands immediate attention. This analysis will systematically identify, validate, and address the root cause while considering both short-term and long-term implications for our product strategy.

I'll approach this problem by first clarifying key details, ruling out external factors, and then diving deep into our product, user journey, and metrics. From there, I'll generate data-driven hypotheses, conduct root cause analysis, and propose validation methods and solutions.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking this could be related to a recent product change. Have there been any updates to the electronics category pages or affiliate links in the last month?

Why it matters: Recent changes could directly impact click-through rates. Expected answer: Yes, there was a UI update two weeks ago. Impact on approach: If confirmed, I'd focus on the UI change as a primary hypothesis.

• Considering user segments, I'm curious if this decline is uniform across all user types. Do we see any differences in the click-through rate decline between new and returning users?

Why it matters: Different impacts on user segments could indicate specific user experience issues. Expected answer: The decline is more pronounced among new users. Impact on approach: I'd investigate onboarding and first-time user experience if this is the case.

• Given the specificity to electronics, I'm wondering about category-specific factors. Has there been any significant change in the product mix or pricing in the electronics category recently?

Why it matters: Category-specific changes could explain why only electronics is affected. Expected answer: No major changes in product mix or pricing. Impact on approach: If confirmed, I'd look more closely at competitor actions or market trends.

• Considering potential technical issues, I'm curious about our tracking systems. Have there been any changes to our analytics or tracking setup in the past month?

Why it matters: Technical issues could lead to misreporting of click-through rates. Expected answer: No changes to tracking systems. Impact on approach: If changes occurred, I'd prioritize validating our data collection methods.