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Evaluate Onboarding Step Funnel Impact

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Welcome to your interview.

The question is on your right: Evaluate Onboarding Step Funnel Impact. Take a moment with it first.

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Problem

Scenario

You've shipped a change to the signup and activation flow in a consumer fintech app. A new onboarding step was added to collect more information early, and the team wants to know whether it improves downstream quality or creates too much friction at the top of the funnel.

Question

How would you analyze whether a new onboarding step is helping or hurting the overall funnel?

What this tests

  • Define the primary funnel metric correctly
  • Separate step-level conversion from end-to-end activation
  • Use leading indicators and downstream outcomes together
  • Diagnose where the new onboarding step creates value or friction