Conversion Rate Decline Diagnostic

This is a decision tree for Analysts, PM’s, and Marketers who want to run effective and efficient diagnostics in the fluctuations of the company KPI's across growth levers in acquisition, retention, and monetization.

Why is running diagnostics important?

1. Runaway metrics that degraded months ago & now impacting revenue, creating short term revenue chasing behavior;

2. Spinning in endless data fire drills without producing an answer, creating distrust in the team & data;

3. Thrashing priorities that lead to team burnout and lack of sustainable progress.

I always focus on choosing correct rituals & following a quick data diagnostic playbook to avoid falling into these detrimental behaviors.

Rituals

1. Individual: I look at my 5 KPI's *first thing every morning*, no exceptions. Solving for me being on top of my business.

2. Team: Weekly business metrics review with key leaders from marketing & product. Solving for us being on the same page about business performance and what metrics matter.

Diagnostics

Speed to answer is everything. I'm attaching my decision tree to get answers within 48 hours or less on any fluctuation. The goal is to create reports on the below views and spend <10% in ad hoc data analysis.

Use this decision tree every time you see fluctuation in the important KPI and need to get to the reason behind movement… FAST.