Run Five Whys on a Conversion Drop
Apply Five Whys to translate a conversion drop into an actionable cause hypothesis.
Signup-to-paid conversion fell from 11 percent to 8 percent after a homepage redesign, and the team is ready to blame the redesign. Five Whys: symptom -> concentration -> upstream change -> mechanism -> action The trap is stopping at the first plausible story. A redesign happened nearby in time, but timing alone does not identify the mechanism. Why 1 Why did paid conversion fall? The drop is concentrated in paid mobile traffic, not organic or desktop. The first why moves from total average to concentration. Why 2 Why paid mobile? Traffic mix shifted toward a new lower-intent campaign during launch…
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