Question

There is an issue in a sign-up flow, users are no longer signing up for our service, what would you do?

Answer 1

Signing up is the process of activation of the service. I would assume the Conversion rate has been going down as users are no longer signing up.

User needs addressed by Signing up: being able to avail social media perks of connecting and engaging with friends and family.

Hypothesis1: Users interested in signing up but unable to.

Hypothesis 2: Users not interested and don't see value in signing up

Assuming its a gradual decline in the signup process, and is observed across all platforms ( desktop and mobile) and is prevalent in the US, I would like to drill down and identify probable causes:

1. Has anything changed recently on the signup flow?- I would see if we have made changes to ask too many questions on the signup flow and the user is overwhelmed by answering those. Since FB has been in the US for long I would assume sign up shouldn't be an issue. Or maybe we introduced asking some specific questions which were personal in nature and user was turned off. If the decline in retention has been observed since then I would do an AB test with a control group to see if making personal questions as optional helps see the trend go up.

2. If any socio-political change impacted the conversion rate eg regulations imposed in a certain region impacted in users signing up on social media or if there was bad PR in some areas that impacted users signing up.

3. Users still using alternative FB apps: Insta/ WhatsApp and have been actively engaged. this would be cannibalization of one product over others. In this case, I would not worry much as users are still engaged and seeing value in other FB products.

4. If users are not interested in signing up; I would see if there are other popular social networking apps that people are more interested in using. I would understand the needs of ppl in that area and come up with features for that group to ensure their needs are met. I would again base off on the AB test ensuring the success of new features that would be planned to execute.

 

 

 

 

Comments

Thanks, good points and very helpful in general. I would probably also touch on technical issues as well, such as a server/database/analytics problems.

Answer 2

There is an issue in a sign-up flow, users are no longer signing up for our service, what would you do?  

Assuming I'm the PM for the flow - yes

assuming that I need to debug the problem since it says 'issue'

When say no longer signing up for our service youre saying there are 0 users who have been able to sign up in the past x days  or theres been a steep drop , assuming its the latter 

Action items - isolate timeline 

- Figure out when did they stop signing up

- Was it gradual or abrupt - assume abrupt

Verify data - is it accurate 

- is the data updated

- is the third party sdk we use for tracking working without issues

- did we make any changes to internal definitions?

- did we make any changes to our data/any major deployments

- Was it there last year or last month

Internal factors

- did we do any major releases around the time it dropped

- are any other metrics affected 

- since its the acquisition funnel - where are the user dropping off - can we test the flow in house

-Did any of our partners make any major changes that could impact us

- which users have dropped off or which ones are still coming through - split by platform/OS/OS version/app version/country/device 

- what are the customers saying on playstore

External

Major events by competition/major changes?

Major changes by partners

outages for partners?

we should be able identify the break through this