Why has the average session duration on the Wix Editor decreased by 20% for new users in the past two weeks?

Introduction

The recent 20% decrease in average session duration for new users on the Wix Editor over the past two weeks is a concerning trend that requires immediate attention. This metric is crucial for Wix, as it directly correlates with user engagement and the likelihood of successful website creation. To address this issue, 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 have been a recent product update. Has there been any significant change to the Wix Editor in the past month?

Why it matters: Recent changes could directly impact user behavior. Expected answer: Yes, there was a UI refresh two weeks ago. Impact on approach: If confirmed, we'd focus on the new UI elements and their usability.

• Considering the specificity to new users, I'm curious about the onboarding process. Have we made any changes to the user onboarding flow recently?

Why it matters: Changes in onboarding can significantly affect how new users interact with the editor. Expected answer: No recent changes to onboarding. Impact on approach: If unchanged, we'd look more closely at the editor itself rather than the onboarding process.

• Given the importance of performance, I'm wondering about any backend changes. Have there been any server-side updates or infrastructure changes in the past month?

Why it matters: Performance issues could lead to frustration and shorter sessions. Expected answer: Some minor backend optimizations were implemented. Impact on approach: If confirmed, we'd investigate potential unintended consequences of these optimizations.

• Thinking about external factors, has there been any significant change in the mix of traffic sources for new users in the last two weeks?

Why it matters: Different traffic sources might bring in users with varying levels of intent or skill. Expected answer: No major changes in traffic sources. Impact on approach: If unchanged, we'd focus more on internal factors affecting user behavior.