Why has the click-through rate on Skyscanner's flight search results dropped by 15% over the past week?

Introduction

The recent 15% drop in Skyscanner's flight search results click-through rate (CTR) over the past week is a critical issue that demands immediate attention. This sudden decline in user engagement could significantly impact our conversion funnel and overall business performance. I'll approach this problem systematically, focusing on identifying the root cause, validating hypotheses, and developing both short-term fixes and long-term strategies to address the issue.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking this could be a recent change. Has there been any significant product update or feature release in the past two weeks?

Why it matters: Recent changes often correlate with metric shifts. Expected answer: Yes, a new search algorithm was implemented. Impact on approach: If yes, we'd focus on the new feature's impact; if no, we'd look at external factors or gradual changes.

• Considering user segments, I'm curious about the distribution. Is this 15% drop consistent across all user types, or is it more pronounced in specific segments?

Why it matters: Helps identify if the issue is universal or segment-specific. Expected answer: The drop is more significant among mobile users. Impact on approach: A segment-specific issue would narrow our focus to that particular user group and their unique journey.

• Thinking about seasonality, I wonder if this aligns with any historical patterns. Have we seen similar drops in CTR during this time in previous years?

Why it matters: Distinguishes between cyclical trends and new issues. Expected answer: No, this drop is unusual for this time of year. Impact on approach: If seasonal, we'd adjust our benchmarks; if not, we'd investigate recent changes more closely.

• Considering the competitive landscape, has there been any significant move by our competitors recently that might explain this shift?

Why it matters: External factors can significantly influence user behavior. Expected answer: A major competitor launched a new feature last week. Impact on approach: If yes, we'd analyze the competitor's move and our market position; if no, we'd focus more on internal factors.