Introduction
The recent 15% drop in conversion rate for premium plan upgrades among Wix Stores users is a critical issue that demands immediate attention. This analysis will systematically investigate potential root causes, validate hypotheses, and propose targeted solutions to address the conversion decline. We'll follow a structured approach to identify the underlying factors and develop a comprehensive strategy for recovery.
Framework overview
This analysis follows a structured approach covering issue identification, hypothesis generation, validation, and solution development.
Step 1
Clarifying Questions (3 minute)
Why it matters: Helps identify if there was a specific trigger event. Expected answer: Sudden drop two weeks ago. Impact on approach: Focus on recent changes or events.
Why it matters: Reveals if the issue is widespread or localized. Expected answer: More pronounced in new users. Impact on approach: Investigate onboarding and first-time user experience.
Why it matters: Identifies potential internal causes for the decline. Expected answer: New feature rollout and pricing structure update. Impact on approach: Analyze impact of recent changes on user perception and behavior.
Why it matters: Assesses external factors influencing user decisions. Expected answer: Major competitor launched a promotional campaign. Impact on approach: Evaluate our value proposition and competitive positioning.
Why it matters: Ensures we're comparing apples to apples. Expected answer: No changes in metric definition or measurement. Impact on approach: Focus on actual user behavior changes rather than measurement issues.
Subscribe to access the full answer
Monthly Plan
The perfect plan for PMs who are in the final leg of their interview preparation
$66.00 /month
- Access to 8,000+ PM Questions
- 10 AI resume reviews credits
- Access to company guides
- Basic email support
- Access to community Q&A
Yearly Plan
The ultimate plan for aspiring PMs, SPMs and those preparing for big-tech
- Everything in monthly plan
- Priority queue for AI resume review
- Monthly/Weekly newsletters
- Access to premium features
- Priority response to requested question