Why has KAYAK's price alert email open rate declined steadily over the past quarter?

Introduction

KAYAK's price alert email open rate decline over the past quarter is a concerning trend that requires immediate attention. As we delve into this issue, we'll systematically analyze potential causes, gather relevant data, and develop a strategic plan to address the root cause. Our approach will involve a comprehensive examination of both internal and external factors, considering technical, user behavior, and product-related aspects.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be seasonal factors at play. Has this decline coincided with any particular travel season or holiday period?

Why it matters: Seasonal trends could explain fluctuations in user engagement. Expected answer: The decline doesn't align with typical seasonal patterns. Impact on approach: If seasonal, we'd need to compare year-over-year data.

• Considering user segments, I'm curious about the distribution of the decline. Is the open rate drop consistent across all user segments or more pronounced in specific groups?

Why it matters: Identifying affected segments could point to targeted issues. Expected answer: The decline is more significant among frequent travelers. Impact on approach: We'd focus on understanding changes in frequent traveler behavior.

• Thinking about recent changes, have there been any updates to the email content, design, or sending frequency in the last quarter?

Why it matters: Product changes could directly impact user engagement. Expected answer: Minor design updates were implemented two months ago. Impact on approach: We'd analyze the impact of these specific changes on open rates.

• Regarding technical aspects, has there been any change in how open rates are measured or in email deliverability?

Why it matters: Technical issues could lead to misreported or actual declines in open rates. Expected answer: No known changes in measurement or deliverability. Impact on approach: We'd rule out technical causes and focus on user behavior and product factors.