Investigate Pop-up Impact on Partner Referral Conversions

Q: Investigate Pop-up Impact on Partner Referral Conversions

This question evaluates causal inference, experimentation design, metric-driven trade-off analysis, and business-metric instrumentation skills in the analytics & experimentation domain for a data scientist role, emphasizing practical application with underlying conceptual reasoning.

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Question

Partner-Referral Conversions Fell After App Pop-up: Diagnose, Quantify, and Decide

Context

You are an analytics data scientist at a consumer marketplace. A blocking splash pop-up prompting visitors to download the mobile app was launched on mobile web. Soon after, the partner-referral channel shows a sharp drop in first-time purchaser conversions. Overall online traffic volume is unchanged.

Tasks

Causal diagnosis: How would you investigate and confirm the pop-up caused the conversion drop from partner links?
Trade-off quantification: Assuming traffic is unchanged, how would you quantify the trade-off between app-download uplift and lost first-purchase conversions?
Decision framework: Which metrics and experiment design would you propose to decide whether to keep, modify, or remove the pop-up?

Investigate Pop-up Impact on Partner Referral Conversions

Partner-Referral Conversions Fell After App Pop-up: Diagnose, Quantify, and Decide

Context

Tasks

Solution

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