Why has College Board's SAT registration system experienced a 30% drop in completed signups over the past month?

Introduction

The College Board's SAT registration system has experienced a 30% drop in completed signups over the past month, a significant issue that requires immediate attention and thorough analysis. To address this problem, I'll employ a systematic approach to identify, validate, and resolve the root cause while considering both short-term fixes and long-term strategic implications.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be a seasonal component. Has this 30% drop been compared to the same period last year?

Why it matters: Seasonal fluctuations could explain the drop and impact our solution approach. Expected answer: Yes, it's been compared and is still significantly lower. Impact on approach: If seasonal, we'd focus on year-over-year trends rather than month-over-month.

• Considering the registration process, I'm curious about the funnel. At which stage of the signup process are we seeing the most significant drop-off?

Why it matters: Identifying the problematic stage helps narrow down potential causes. Expected answer: The drop-off is most significant at the payment stage. Impact on approach: We'd focus on payment-related issues if this is the case.

• Given the recent global events, I'm wondering if there have been any changes in international student registrations. Has there been a disproportionate drop in any specific geographic regions?

Why it matters: International factors could be influencing the overall numbers. Expected answer: There's been a notable decrease in registrations from Asia. Impact on approach: We'd investigate region-specific issues and potentially develop targeted solutions.

• Thinking about system changes, have there been any recent updates to the registration platform or payment system in the past month?

Why it matters: Recent changes could be directly responsible for the drop in completed signups. Expected answer: A new payment gateway was implemented three weeks ago. Impact on approach: We'd focus on thoroughly testing and potentially rolling back the new payment system.