Checkout conversion has fallen. How would you analyse the funnel to find where users are dropping off?

What the interviewer wants to hear

• Defines funnel steps and counts users at each step
• Computes step-to-step conversion over time
• Segments by device, browser, country, traffic source and app version
• Checks tracking and data issues first
• Combines numbers with qualitative signals like session recordings or errors

Model answer

I first define the funnel steps clearly, for example product page, cart, checkout start, payment and order confirmed, and count distinct users reaching each step per day. Then I compute step-to-step conversion over time to see which step changed, rather than looking only at the overall rate. Before trusting the drop, I check for tracking problems, such as a renamed event or a tag missing after a release, because those are common. Next I segment the weak step by device, browser, app version, country, payment method and traffic source. A drop concentrated in one segment, like Android users on a new version paying by card, points to a cause. Finally I add qualitative evidence: error logs, payment failure codes, support tickets or session recordings. I report the step, the segment, the estimated orders lost and a suggested fix.

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