Why has the conversion rate for first-time visitors to the BigBasket app decreased by 20% since the latest app update?

Introduction

The recent 20% decrease in conversion rate for first-time visitors to the BigBasket app following the latest update is a critical issue that demands immediate attention. This analysis will systematically investigate potential root causes, generate data-driven hypotheses, and propose a strategic plan to address the problem. We'll examine both internal and external factors, considering technical, user experience, and market-related aspects to develop a comprehensive understanding of the situation.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking this might be related to the app update. Can you confirm when exactly the update was released and when the conversion rate drop was first noticed?

Why it matters: Establishes a clear timeline for the issue. Expected answer: The update was released on [date] and the drop was noticed within [timeframe]. Impact on approach: Helps narrow down potential causes related to the update.

• Considering user segments, I'm curious if this affects all user demographics equally. Have you noticed any patterns in terms of age groups, locations, or device types that are more impacted?

Why it matters: Identifies if the issue is universal or specific to certain user groups. Expected answer: The impact varies across [specific demographics or device types]. Impact on approach: Guides us to focus on particular user segments or technical issues.

• Thinking about the conversion funnel, I'm wondering if there are specific steps where we're seeing the most significant drop-off. Can you share any data on where in the user journey we're losing potential customers?

Why it matters: Pinpoints specific problematic areas in the user experience. Expected answer: The most significant drop-off occurs at [specific step in the funnel]. Impact on approach: Allows us to focus our investigation on critical parts of the user journey.

• Considering potential technical issues, have there been any reports of app crashes, slow loading times, or other performance problems since the update?

Why it matters: Helps identify if technical issues are contributing to the conversion rate drop. Expected answer: We've seen [number/percentage] increase in reported technical issues. Impact on approach: Directs our attention to potential technical root causes.

• Reflecting on user feedback, have there been any notable changes in app store ratings or direct customer feedback since the update?

Why it matters: Provides qualitative insights into user perception and potential issues. Expected answer: We've observed [specific changes] in user feedback and ratings. Impact on approach: Guides us to investigate specific features or changes that users are responding to negatively.