What to change
A device-specific decline may point to a narrower issue than the aggregate headline suggests. Ask the analyst to compare the same relevant pages and queries across device groups, then relate any concentrated change to recent releases. This provides a focused investigation brief for the supplier. It does not prove causation by itself, so retain working comparison pages and document whether the technical checks confirm or reject the suspected explanation.
A worked example
Illustrative example
Illustrative test: Compare the same service page's device segments rather than unrelated pages. Suppose clicks to the same service guide fall on phones while desktop observations remain broadly similar. The analyst keeps page and query filters consistent, and the supplier reviews a recent mobile navigation change. A working service page provides a comparison. If the checks find no matching defect, the report records that the technical hypothesis was not confirmed rather than treating the device pattern alone as proof of causation.
What this means for your practice
A site-wide headline can conceal a change concentrated on one type of device. Ask your analyst to compare phone and desktop visits for the same pages and relevant search questions. If the decline is concentrated on phones, give your supplier a focused brief to review those landing pages and recent changes. Keep a working comparison page so the investigation can test the suspected explanation. The pattern is a clue, not proof that the website caused the change. Demand and audience behaviour may also differ. A useful report says what was observed, what was checked and whether the technical review supported the initial suspicion.
How to check the result
The investigation identifies a specific affected segment or rules out the device hypothesis.
A mistake to avoid
Different device audiences may have different intent and demand.
Turn reading into a next step
Your action checklist
Work through these checks with your team or supplier. Tick the ones you have resolved and leave unknowns open.
Record what you know, what is still missing and the answer you need from your team or supplier.
Use project decisions only, without personal, patient or confidential details. Entries stay in this page and are not submitted to Kay & Co. Copy or download before leaving; this page does not save your notes.
Further reading
These sources provide background for the topic. The practice examples and checklist are illustrative planning suggestions from Kay & Co.
Related guides
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