Why has the conversion rate for Naked Insurance's car insurance quotes dropped by 15% in the past month?

Introduction

The recent 15% drop in Naked Insurance's car insurance quote conversion rate is a critical issue that demands immediate attention. As we analyze this product challenge, we'll employ a systematic approach to identify, validate, and address the root cause while considering both short-term fixes and long-term strategic implications.

Our analysis will follow a structured framework, covering issue identification, hypothesis generation, validation, and solution development. This approach ensures we leave no stone unturned in our quest to understand and resolve the conversion rate decline.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be seasonal factors at play. Has this drop coincided with any particular time of year or event?

Why it matters: Seasonal trends can significantly impact insurance purchasing behavior. Expected answer: The drop occurred during the summer months. Impact on approach: If confirmed, we'd need to compare year-over-year data to isolate seasonal effects.

• Considering user segments, I'm curious about the distribution of the drop. Has the conversion rate declined uniformly across all user segments, or are certain groups more affected?

Why it matters: Identifying specific affected segments could point to targeted issues. Expected answer: The drop is more pronounced among younger drivers. Impact on approach: We'd focus our investigation on factors specifically affecting younger demographics.

• Thinking about recent changes, have there been any updates to the quote process or pricing algorithm in the past month?

Why it matters: Recent changes could directly impact user experience and conversion rates. Expected answer: A new pricing algorithm was implemented two weeks ago. Impact on approach: We'd prioritize analyzing the impact of this change on quote accuracy and competitiveness.

• Regarding market dynamics, has there been any significant change in competitor offerings or marketing strategies recently?

Why it matters: Competitive pressures could be drawing potential customers away. Expected answer: A major competitor launched an aggressive discount campaign. Impact on approach: We'd need to assess our pricing and value proposition relative to competitors.

• Considering data integrity, has there been any change in how conversion rates are measured or reported?

Why it matters: Ensures we're not chasing a phantom problem due to measurement errors. Expected answer: No changes in measurement methodology. Impact on approach: We'd focus on actual performance issues rather than data discrepancies.