If the North Star metric (number of successful orders) decreases — what to do?

If the number of successful orders decreases, a systematic analysis of the causes should be conducted. First, verify the data for accuracy — check for errors in collection or processing. Then analyze the conversion funnel: at which stage users stop placing orders. It is important to study external factors — seasonality, competitors' promotions, technical failures on the website or in the app.

Next, you can:

• Segment users to understand which groups have experienced a decline.
• Check for changes in the product or marketing that could have influenced this.
• Conduct surveys or gather feedback from users.

Based on the analysis, propose hypotheses for improvement and test them, for example, with A/B testing. It is important to react quickly and monitor the metric dynamics after changes.