We are noticing a 10% drop in our check out page conversion rate. What would you do?

Hmm, 10% Drop in the checkout page conversion rate.

Clarification questions:
1. What is the product that we are talking about here? - The Product is Stripe. A Payment gateway platform like razorpay and Cashfree.
2. What kind of drop is this? Is it a sudden drop or a gradual one? - It is a gradual drop over the month.
3. Which version of the product did we see the drop significantly or is it kind of same in both mobile and web version. - The drop is quite significant in the Mobile version
4. Also is this a drop after a raise due to some external campaign or something? - That's an interesting question, Yeah last month we have a raise but then this drop
5. Geographically, Did we see any specific geography catering to this drop? - India
6. Which sector clients have been seeing the drop? As Stripe is a payment gateway, we must be having clients from different sectors, did we see any significant drop in any sector that is cateting to this overall drop. - That's a good question, the drop is quite significant in E-Commerce

7. The conversion from selecting payment method and finishing it is the  checkout conversion right.  - Yeah it is

Tool Validation Questions:
1. Did we check our product analytics tool whether it is working fine and recording all the payments. There could be a chance that the payments are happening but not been recorded. - We have checked the tool and it is working fine

I would like to start with identify the external reasons that might have caused the drop as the drop is quite significant only in the E-Commerce sector. The cause can be more of external than internal, as other sectors conversion rate is fine.

Userjourney Clarification Questions:
Did we see any drop in the number of users entering the checkout page?/No of payment clicks - Yes, we have seen a drop in the number of users.

External Reasons:

- Was there any Big sale of our clients that happened and the conversion rate has been rised, but then after the sale the conversion rate is dropped. Yes, there were offer sales.

Oh okay, that could be the reason. but i will just check if there can be any other reasons.

- Did we launch any new version recently? - No, we haven't

- Was there any company policy changes of our clients that might have affected the sales numbers? - No

Then the Big sale could be the reason for the drop in conversion because after the drop, the conversion rate could have been back to normal. Was it the case? - Yes..

That's true.