Evaluate the Success of Instagram Checkout
Overview
This question evaluates product analytics, experimentation, and business-impact assessment skills, focusing on defining success metrics, identifying operational and fraud risks, articulating value propositions, and making a go/no-go recommendation for a social-commerce checkout feature.
Scenario
You are evaluating whether to launch Instagram Checkout, which allows users to purchase products without leaving Instagram. Your task is to articulate the value proposition, define success metrics, identify risks, propose improvements, and recommend a go/no-go decision.
Assume: Checkout enables in-app product discovery, cart, payment, and post-purchase flow; merchants connect catalogs and fulfill orders; the platform may charge a take rate per order.
Questions
-
Why launch Instagram Checkout? Discuss value for Meta and for merchants.
- Hints: fewer redirects, higher conversion, platform take rate
-
How would you measure Checkout’s success?
- Hints: GMV, funnel conversion, merchant retention
-
What downsides might arise?
- Hints: customer-service disputes, fraud, purchase vs social conflict
-
Recommend improvements for Checkout.
- Hints: personalized upsell, streamlined returns
-
Should Meta launch Checkout?
- Hints: competitive landscape, resource cost, strategic fit
Solution
Login required