You are the Growth Lead for a subscription-based news portal focused on financial markets, primarily catering to an audience in major Indian cities.
Over the past two months, there has been a notable decline in article shares and comments, indicating a drop in customer engagement.
After conducting an initial EDA, it was observed that while article views remained steady, the time spent per article decreased, and the bounce rate on articles increased, especially for the newly introduced interactive content features.
Considering this situation, which of the following hypotheses seems most plausible to explore next based on the EDA findings?
- Hypothesis A: The new interactive content is not resonating with the audience, possibly due to complexity or relevance issues, leading to decreased time spent and increased bounce rates.
- Hypothesis B: A technical issue on the website is causing longer loading times for articles, especially the interactive ones, leading to a higher bounce rate and reduced reading time.
- Hypothesis C: The overall quality of articles has declined, leading to a general disinterest and reduced engagement with the content.
- Hypothesis D: There has been a shift in the audience demographic, with a new user base that prefers different types of content, affecting engagement rates with existing articles.
Choose the hypothesis that aligns best with the observed data trends and would likely provide valuable insights into the underperformance of customer engagement.