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Defending a Funnel Metric Against a Skeptical Growth Lead
You proposed cutting a signup form from 6 required fields to 3. Two weeks after launch, signups are up 18%. The growth lead is thrilled and wants to present this to the executive team as an unambiguous win. You're less sure.
- What additional data would you want before agreeing this is an unambiguous win, and why?
- Describe a specific scenario in which signups rise 18% but the change is actually bad for the business, using the business metric vocabulary from this subject (funnel, activation, retention).
- How would you propose measuring this properly — which metrics, and over what time window — before the executive presentation?
- If the data does turn out to show a scenario like the one in (2), what would you recommend doing about the form change itself?
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