Diagnose Checkout Rate Drop: Steps and Analyses

Q: Diagnose Checkout Rate Drop: Steps and Analyses

This question evaluates competency in product analytics and rapid root-cause investigation, covering funnel localization, segmentation, attribution of metric changes, impact quantification and communication under time pressure, and is categorized under Analytics & Experimentation.

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Analytics & Experimentation questions require understanding of core concepts and practice. PracHub provides solutions with explanations to help you master analytics & experimentation interviews.

Question

Scenario

A core product metric (checkout-completion rate) shows an unexpected change. Leadership needs a root-cause analysis and action plan within hours.

Question

Yesterday, checkout-completion rate fell by 7% while overall traffic volume stayed stable.

Assumptions to clarify (state your approach for both if needed):

Drop definition: 7% relative vs. 7 percentage points absolute. If unspecified, assume a 7% relative drop (e.g., from 60.0% to 55.8%).
"Traffic stayed stable" refers to total sessions; channel/device mix may still have shifted.

How would you:

Diagnose the cause within a few hours (segmentation, funnel localization, cohort/time comparisons, A/B flag changes, external events)?
Quantify impact on users and revenue.
Decide and prioritize fixes, including any immediate mitigations and follow-up experiments.

Include: what analyses to run, what data/telemetry to check, how to isolate likely causes, and how to communicate next steps.

Diagnose Checkout Rate Drop: Steps and Analyses

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Diagnose Checkout Rate Drop: Steps and Analyses

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