{"id":"data2-conversion-mix-shift-email-growth","audience":"product-managers","category":"data","track":"data","technique":"audience","level":"advanced","title":"Explain a conversion drop that is really a traffic mix shift","free":false,"task":"Overall conversion fell this month and the growth lead, Tomas Reyes, thinks the site got worse. Write him a plain-text email under 120 words: first sentence gives the overall drop with both rates, then show the mobile and desktop rates and each one's share of visits last month and this month, then say in plain words what really changed. No apology, no sign-off name, and start with a Subject: line.","materialLabel":"Visits and orders by device (attached to your prompt automatically)","material":"Conversion by device - Oct vs Nov (Orchard Home Goods web store)\n\nOctober:\n- Mobile: 5,000 visits, 150 orders (3.0%)\n- Desktop: 5,000 visits, 400 orders (8.0%)\n- All devices: 10,000 visits, 550 orders (5.5%)\n\nNovember:\n- Mobile: 7,000 visits, 238 orders (3.4%)\n- Desktop: 3,000 visits, 240 orders (8.0%)\n- All devices: 10,000 visits, 478 orders (4.78%, shown as 4.8%)\n\nOther facts:\n- A mobile ad campaign started Nov 1 and sent most of the extra mobile visits.\n- No site releases happened between Oct 1 and Nov 30 except one font change.\n- Checkout error rate: 0.4% in both months.\n- Tomas asked in Slack: \"Did the redesign break something? Overall conversion dropped 0.7 points.\"\n\nTomas likes plain words and numbers.","rules":[{"type":"plainText"},{"type":"maxWords","max":120}],"mistakes":[{"title":"Blaming the redesign","why":"The AI agrees something must have broken and suggests an investigation.","fix":"Add: \"Say the drop comes from traffic mix, not a worse site.\"","checks":["r0"]},{"title":"Skipping the segments","why":"The AI only discusses the overall rate.","fix":"Add: \"Show mobile 3.0% to 3.4%, desktop flat at 8.0%.\"","checks":["r1"]},{"title":"Leaving out visit shares","why":"Without the 50% to 70% shift the reader can't see why.","fix":"Add: \"Include mobile's share of visits: 50% to 70%.\"","checks":["r2"]},{"title":"Leaving the format to chance","why":"The AI picks its own length and layout unless told the exact shape.","fix":"Add: \"Plain text, no bold or headings.\"","checks":["plainText"]},{"title":"Trusting the AI to count words","why":"AI is bad at counting. Ask for a total word limit and it often lands over it.","fix":"Cap each part instead, for example \"each line under 15 words.\"","checks":["maxWords"]}],"promptHints":[{"label":"Names the reader","patterns":["tomas","growth lead"]},{"label":"Asks for the overall drop first","patterns":["5\\.5%","4\\.8%","sentence 1"]},{"label":"Asks for segment rates","patterns":["mobile","desktop"]},{"label":"Asks for the mix point","patterns":["mix","share of visits","50%"]},{"label":"Rules out fluff","patterns":["no apology","subject"]}],"hint":"A drop in the total can hide improvements in each part. Ask for the segment rates and their share of traffic.","mission":"Explain the conversion drop to the growth lead.","musts":["Overall drop first","Segment rates and shares","Say it's the mix"],"rubricLabels":["The first sentence after the Subject line states overall conversion fell from 5.5% to 4.8% (about 0.7 points)","It shows mobile rising from 3.0% to 3.4% and desktop flat at 8.0%, and mobile's share of visits going from 50% to 70% ","It says in plain words that the drop comes from more mobile visitors, who convert lower, not from the site getting worse, and it starts with a Subject: line with no apology"]}