HelloFresh has seen a sudden decline in new customer conversion on its web and app signup funnel in the last 2 weeks. The Growth PM wants to know whether the issue is coming from traffic quality, a specific funnel step, a platform change, or a measurement problem.
Weekly visitor-to-paid-order conversion for the HelloFresh signup funnel fell from 6.4% to 4.9% (-1.5 pp, -23%). Traffic volume was roughly flat at 1.2M weekly landing visitors. Step-level rates changed as follows:
At the same time, paid social traffic mix increased from 28% to 36% of sessions, Android app traffic grew from 18% to 24%, and Germany remained stable while the US conversion dropped from 7.1% to 5.2%. A pricing banner and a checkout UX change were launched on HelloFresh web 10 days ago.
signup_funnel_eventsweb_session_logsapp_event_logscheckout_ordersmarketing_attributionexperiment_exposure_logspricing_banner_impressions