Metric-Drop Case: Why Wealthsimple Landing-Page Visitors Stopped Converting as Often
Company: Wealthsimple
Role: Product Manager
Category: Analytics & Experimentation
Difficulty: medium
Interview Round: Other
Wealthsimple's landing page is converting visitors at a rate about 25% lower than before. How would you work out why, and what would you do about it?
```hint Which half of the ratio moved
Before blaming the page, find out whether fewer visitors are converting or whether a different kind of visitor is arriving, and whether the data itself can be trusted.
```
### Clarifying Questions
- What counts as a conversion here: starting sign-up, creating an account, passing identity verification, or funding the first account?
- Is this the main homepage, or a landing page tied to one product or campaign, such as investing, crypto or tax filing?
- Did the rate fall suddenly on a particular day or slide over several weeks, and is the 25% a relative change in the rate?
- Have the number of visits and the absolute number of conversions moved too, or only the ratio between them?
### What a Strong Answer Covers
- Confirming the drop is real: metric definition, tracking and consent changes, bot traffic, reporting delays, and a cross-check against backend account counts
- Separating a change in who arrives (traffic mix, campaigns, seasonality) from a change in how well the same visitors convert
- Segmenting by source, device, browser, region and product intent, and locating the funnel step where visitors now drop off
- Ordering hypotheses by fit with the timing and the evidence, covering internal launches, experiments, vendor outages and external market or seasonal effects
- A concrete response once the cause is known: the fix or rollback, the metric that confirms recovery, and alerting that would catch the next drop sooner
### Follow-up Questions
- If absolute sign-ups are flat while the rate fell 25%, what does that tell you, and is it still a problem worth fixing?
- If the drop is concentrated on one mobile browser and lines up with a redesign that had won its A/B test, how would you reconcile the two?
- How would you set up monitoring so that a drop of this size is caught within a day?
Overview: A product analytics interview question about Wealthsimple, whose landing page now converts visitors about 25% worse than before. It tests whether a candidate can validate a metric drop, separate traffic-mix shifts from funnel problems, segment the data, and rank hypotheses for a fintech sign-up flow.