Why has the average session duration on BookMyShow's website decreased from 8 minutes to 5 minutes in the past two weeks?

Introduction

The sudden decrease in average session duration on BookMyShow's website from 8 minutes to 5 minutes over the past two weeks is a concerning trend that requires immediate attention. This metric is crucial for BookMyShow, as it often correlates with user engagement and conversion rates. I'll approach this issue systematically, focusing on identifying potential root causes, validating hypotheses, and developing both short-term and long-term solutions.

Step 1

Clarifying Questions (3 minutes)

• Given the abrupt change, I'm wondering about recent updates. Have there been any significant changes to the website or app in the last month?

Why it matters: Recent changes could directly impact user behavior. Expected answer: Yes, a new UI was rolled out two weeks ago. Impact on approach: If confirmed, I'd focus on UI/UX-related hypotheses.

• Considering user segments, has this decrease been uniform across all user types or more pronounced in specific groups?

Why it matters: Helps identify if the issue is global or segment-specific. Expected answer: The decrease is more significant among returning users. Impact on approach: I'd investigate features frequently used by returning users.

• Looking at the timing, I'm curious about any seasonal factors. Is this period typically slower for ticket bookings?

Why it matters: Seasonal trends could explain temporary changes in user behavior. Expected answer: No, this is usually a busy period due to summer blockbusters. Impact on approach: If confirmed, I'd rule out seasonality and focus on internal factors.

• Regarding system health, have there been any reported technical issues or downtime in the past two weeks?

Why it matters: Technical problems could directly impact session duration. Expected answer: Some users reported slow loading times last week. Impact on approach: I'd prioritize investigating performance-related issues.