{"id":2598,"date":"2013-07-25T15:58:54","date_gmt":"2013-07-25T15:58:54","guid":{"rendered":"http:\/\/insideintercom.io\/?p=2598"},"modified":"2020-07-30T13:04:01","modified_gmt":"2020-07-30T12:04:01","slug":"analysing-abandonment-in-your-product","status":"publish","type":"post","link":"https:\/\/www.intercom.com\/blog\/analysing-abandonment-in-your-product\/","title":{"rendered":"Analyzing Abandonment in Your Product"},"content":{"rendered":"<p class=\"opening_paragraph\">Conversion rates and usage patterns will cause you many a sleepless night. Your team deploys a new feature or flow, posts the announcement, then sits back and waits for glory. Instead, you get nothing.<\/p>\n<p>The question you immediately ask is &#8220;Why aren&#8217;t people using it?&#8221;, but that&#8217;s not the right question. &#8220;How can I find out all the reasons why people are using it and prioritise them?&#8221; is verbose, but a more useful question.<\/p>\n<h2 id=\"5-whys-can-help-hurt\">5 Whys Can Help &amp; Hurt<\/h2>\n<div class=\"post_image_wrapper\"><img decoding=\"async\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2013\/07\/5Whys-clean.png\" alt=\"\" \/><\/div>\n<p>Sakichi Toyoda created the <a href=\"http:\/\/en.wikipedia.org\/wiki\/5_Whys\">5 Whys<\/a>technique to stop people solving symptoms and instead tackle root causes. When presented with a problem, you simply ask &#8216;Why&#8217; 5 times, and then solve the root problem. Apply this correctly and you ensure the problem won&#8217;t return.<\/p>\n<p>Jared Spool <a href=\"http:\/\/www.uie.com\/brainsparks\/2013\/07\/16\/why-is-not-enough-overcoming-flaws-of-the-five-whys\/\">points out danger of assuming you know the answer<\/a> to &#8216;Why&#8217; without verifying. The diagram above sure looks neat and tidy, but it carries massive assumptions. In reality it&#8217;s more like this:<\/p>\n<div class=\"post_image_wrapper\"><img decoding=\"async\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2013\/07\/5Whys-messy.png\" alt=\"\" \/><\/div>\n<p>There are lots of potential answers to each why, and as you repeat the question, you extrapolate. There are hundreds of paths through the application of 5 Whys, and using recent anecdotes to make on-the-spot calls is a lousy way to make product decisions.<\/p>\n<h2 id=\"research-informs-improvements\">Research Informs Improvements<\/h2>\n<div class=\"post_image_wrapper\"><img decoding=\"async\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2013\/07\/Messaging.png\" alt=\"\" \/><\/div>\n<p>When your users aren&#8217;t doing something\u2014whether it&#8217;s checking out, using a feature, or inviting a friend\u2014it pays to understand the root cause. Ask them.<\/p>\n<div class=\"post_image_wrapper\"><img decoding=\"async\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2013\/07\/Ab-versus.png\" alt=\"\" \/><\/div>\n<p>A\/B tests help you tweak your way to a local maxima, but leave you without real understanding. Change a button from green to red, and you will see a minute difference in throughput&#8230; but that difference is rooted in aesthetics, not in a user&#8217;s desire, motivation, or understanding of the benefit.<\/p>\n<h2 id=\"rank-the-problems\">Rank The Problems<\/h2>\n<div class=\"post_image_wrapper\"><img decoding=\"async\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2013\/07\/Sankey.png\" alt=\"\" \/><\/div>\n<p>Understand and quantify the root cause. This prioritises your problems. This lets you define projects in terms of user experience e.g. &#8220;A new sign-up should be able to successfully generate a report without contacting support&#8221; (which you can run user tests for), and metrics &#8220;Number of support requests per report generated should decrease&#8221; (which you can monitor).<\/p>\n<p>If the problems are mostly with user motivation, you&#8217;re better off killing the feature, and then studying why it ever got built. Chances are you&#8217;re <a href=\"https:\/\/www.intercom.com\/blog\/product-strategy-means-saying-no\/\" target=\"_blank\" rel=\"noopener noreferrer\">bad at saying no<\/a>. If they&#8217;re mostly interface related, then you should consider a new design (rather than pivoting from a broken one).<\/p>\n<p>If your design does nothing but confuse customers, it&#8217;s because you didn&#8217;t get user feedback before you shipped. Why did that happen? How can you solve that? Consistently asking why helps companies understand, and solve, high level problems when they&#8217;re still small. As a start-up you want to grow everything, except your problems. Problems don&#8217;t scale well.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Conversion rates and usage patterns will cause you many a sleepless night. Your team deploys a new feature or flow, posts the announcement, then sits back and waits for glory. Instead, you get nothing. The question&hellip;<\/p>\n","protected":false},"author":5,"featured_media":2606,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"category":[3,5],"tags":[213,86,181],"coauthors":[348],"class_list":["post-2598","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-support","category-product-and-design","tag-customer-engagement","tag-customer-feedback","tag-product-research"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Analyzing Abandonment in Your Product - The Intercom Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.intercom.com\/blog\/analysing-abandonment-in-your-product\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Analyzing Abandonment in Your Product\" \/>\n<meta property=\"og:description\" content=\"Conversion rates and usage patterns will cause you many a sleepless night. 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