Diagnose a 25% drop in conversion on Wealthsimple's landing page.

To diagnose a 25% drop in conversion on Wealthsimple's landing page, I would follow a structured approach:

1. Clarify the Scope:

   • When did the drop start? Is it sudden or gradual?
   • Is it affecting all users or specific segments (e.g., new vs. returning, specific devices, regions, traffic sources)?
   • What is the baseline conversion rate and what is the current rate?
   • Are there any known recent changes to the landing page, marketing campaigns, or the product itself?

2. Formulate Hypotheses (High-Level Categories):

   • Technical Issues: Site errors, slow loading times, broken links, tracking problems.
   • User Experience (UX) Changes: Recent redesign, confusing new elements, unclear calls-to-action (CTAs).
   • Marketing/Traffic Changes: Shift in traffic source quality, ineffective new campaigns, issues with ad creatives or targeting.
   • External Factors: Competitor actions, market trends, seasonality, economic events.
   • Product/Offer Changes: Changes to the value proposition, new terms, or issues with the sign-up process.

3. Gather Data & Context (TROPIC Framework):

   • Time: Analyze trends over time, looking for correlations with the drop's start date.
   • Region: Check if the drop is localized to specific geographic areas.
   • Other Features/Products: Investigate if other Wealthsimple products or features are experiencing similar issues.
   • Platform: Differentiate between desktop, mobile web, and app performance.
   • Industry/Competition: Monitor competitor activity and broader market shifts.
   • Cannibalization: Ensure no new internal initiatives are negatively impacting the landing page.

4. Test Hypotheses:

   • Technical: Review server logs, performance monitoring tools (e.g., Lighthouse, Google Analytics speed reports), A/B testing results for recent changes, and check analytics tracking accuracy.
   • UX: Conduct user testing, review heatmaps and session recordings, analyze user flow through the landing page.
   • Marketing: Examine traffic source performance, campaign metrics (CTR, CPC, quality score), and compare new vs. old creatives/targeting.
   • External: Research industry news and competitor announcements.

5. Propose Solutions: Based on the confirmed cause, recommend specific actions. For example:

   • Technical: Fix bugs, optimize page speed, correct tracking.
   • UX: Revert problematic changes, simplify navigation, clarify CTAs, improve form usability.
   • Marketing: Adjust ad spend, refine targeting, test new creatives, pause underperforming campaigns.
   • Product: Re-evaluate offer, streamline onboarding.

6. Monitor & Iterate: Implement solutions and continuously monitor conversion rates to ensure the fix is effective and to identify any new issues.