1) Few clarifying questions:
What specific search query or keywords led to the increased clicks on the FB Event search result?
Were there any recent changes or updates to the FB Event search result layout or ranking algorithm?
Did any marketing campaigns or promotions run during this period that could have influenced the increased clicks?
Are there any geographical or demographic patterns in the increased clicks on the FB Event search result?
How does the 10% increase compare to historical data and seasonal trends?
2) Product description and objective:
Product: Facebook Event Search
Objective: Check the root cause of 10% WoW increase on FB Event search result clicks.
3) Hypotheses:
Hypothesis 1: Improved Search Result Ranking
Hypothesis 2: Enhanced Event Preview Card
Hypothesis 3: Seasonal Interest Surge
Hypothesis 4: Targeted Marketing Campaign
Hypothesis 5: Geographical Targeting Effect
Hypothesis 6: User Interface Changes
Hypothesis 7: Social Recommendations Impact
4) Operationalizing the hypotheses:
Hypothesis 1 - Improved Search Result Ranking:
Analyze changes in the event search result ranking algorithm.
Visualize the distribution of event rankings before and after the 10% increase to identify potential improvements.
Hypothesis 2 - Enhanced Event Preview Card:
Compare the design and content of the event preview card with previous versions.
Analyze user interactions with the preview card elements to determine which aspects are driving more clicks.
Hypothesis 3 - Seasonal Interest Surge:
Compare the event click-through rate with historical data and identify any recurring patterns.
Visualize seasonal trends to see if there's a correlation with the 10% increase.
Hypothesis 4 - Targeted Marketing Campaign:
Check if there were any ongoing marketing campaigns related to Facebook Events.
Analyze the performance of these campaigns and their impact on event clicks.
Hypothesis 5 - Geographical Targeting Effect:
Identify the regions where the increase in event clicks was most prominent.
Visualize geographical data to understand if location-based targeting played a role.
Hypothesis 6 - User Interface Changes:
Examine any recent changes to the user interface related to event search results.
Conduct A/B testing to compare the impact of the new UI with the previous one.
Hypothesis 7 - Social Recommendations Impact:
Investigate if the 10% increase is linked to social recommendations or shares of events.
Analyze the correlation between social interactions and event clicks.
5) Conclusion and final recommendation:
After analyzing the data and visualizations, we find that Hypothesis 1 and Hypothesis 2 appear to be the most influential factors behind the 10% increase in clicks on FB Event search results. The improved search result ranking and enhanced event preview card seem to have positively impacted user engagement.
To sustain and further enhance user engagement with Facebook Events, we recommend focusing on continuous improvement of the search result ranking algorithm and optimizing the event preview card design and content. Additionally, leveraging targeted marketing campaigns, taking advantage of seasonal interest surges, and optimizing the user interface could also contribute to maintaining a high level of engagement. Monitoring user behavior, especially geographical trends, and encouraging social recommendations should also remain a part of our ongoing strategy.