How we find the root cause of your conversion-killing issues (and protect your budget)
In the fast-paced world of digital marketing, a single recurring bug can drain your budget and derail your campaigns. In this article, we show how Firney uses a simple yet powerful method called the “Five Whys” to dig deep, uncover the true root cause, and deliver permanent solutions that safeguard your conversion rates.
You've no doubt seen this happen countless times: a crucial feature breaks, an engineer fixes it, and then the exact same problem pops up again six weeks later. It's frustrating, costs conversions, and wastes budget.
At Firney, we eliminate the cycle by using a simple, powerful management technique called "The Five Whys.” It's not a technical tool; it’s a straightforward root-cause hunting mechanism. We simply ask "Why?" five times (or more) until we get right to the actual heart of the matter.
As your engineering partner, our promise is to use this process before diving into expensive technical fixes. This ensures the solution we implement is permanent, guaranteeing your team isn't fixing the same bug twice. That’s how we protect your team's bandwidth and your marketing ROI.
The “Five Whys” in action
Let's apply the Five Whys to a scenario that instantly kills your ROI: a critical bug appears in the checkout process, right as a major campaign lands.
Q1: Why did the new checkout button fail to load for mobile users?
- A: Because a small change to the site's styling code conflicted with the mobile view.
Q2: Why wasn't the code conflict caught before it went live?
- A: Because the full end-to-end mobile testing suite wasn't run before deployment.
Q3: Why wasn't the full mobile testing suite run?
- A: Because the testing process is still manual, and the team ran out of time during the rush to launch the latest feature.
Q4: Why is the testing process still largely manual?
- A: Because the team hasn't prioritised building the automated testing pipeline that would detect these small UI errors instantly.
Q5: Why hasn't the automated testing pipeline been prioritised?
- A: Because the current workflow is focused on releasing features fast rather than releasing them reliably—meaning essential automation work is constantly pushed down the priority list.
Ultimately, the Root Cause was the lack of Automation testing, which directly cost the business sales and drained campaign budget
When Firney uses the Five Whys, we don't just patch the broken button; we identify that missing automated test, build it into the system, and prevent that error from ever appearing again. This is how we guarantee stability and protect your conversion rates.
