The Museum of Cultural Impact (MCI), a US-based online museum that curates pop culture artifacts, identified increased sales as a priority conversion and recently made some UX improvements. For the last three months, sales have decreased substantially and MCI has not been hitting their monthly sales target.

Which one of the hypotheses listed below would be the best one for MCI's analytics team to investigate using GA reports?

 a. Customers from the USA don't seem to appreciate pop culture artifacts
 

b. The sales target was clearly set way too high
 

c. There must be a new competitor in the market
 

d. The user experience could be impacting the customer journey