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Explain Conversion Drop with Feedback

MediumProduct Sense00:00
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Problem

Scenario

You are working on a B2B SaaS product and notice that conversion has dropped after a recent change to a key user flow. The dashboard shows where the funnel worsened, but the numbers alone do not explain why users are failing to move forward. You have access to qualitative inputs like support tickets, sales call notes, user interviews, and session recordings, and you need to connect those signals back to the drop.

Question

How would you use qualitative feedback to explain a quantitative drop in conversion?

Available Signals

  • Support tickets related to onboarding and setup
  • Sales and onboarding call notes
  • User interviews and usability sessions
  • Session recordings from users who dropped
  • Step-level funnel conversion data

What This Tests

  • Ability to diagnose a conversion-rate drop
  • Use of qualitative research to explain user behavior
  • Connecting feedback themes to funnel steps
  • Product judgment on what to fix first