PracticeCritical Thinking & First Principles
Approve the two weeks?
Traffic but no signups
The situation
A landing-page diagnosis and fix plan lands in your inbox, drafted by the growth team with an AI assistant from the analytics export. It asks for two weeks of design and front-end time.
Ines · Growth lead: “Design can start Monday if you sign off today. Anything you want to see first?”
You have about an hour before you have to answer. Choose one thing to pull from the analytics export, then decide what to approve.
What you can see
E01 · Headline numbers, last 30 days
12,410 sessions, 11,890 unique visitors, 47 signups: a 0.38% conversion rate. Average session 31 seconds. Bounce rate 84%.
E02 · The diagnosis
The document reads the short sessions and high bounce as visitors not finding what they need, cites industry benchmarks of 2–5% for SaaS landing pages, and concludes the page fails to communicate value quickly enough.
E03 · The fix plan
Five changes: rewrite the hero headline (2 days), add a second and a sticky call to action (1 day), add customer logos and a testimonial (3 days), add a product demo video (1 week, needs design), cut the signup form from 5 fields to 2 (2 days). Expected result: 1.5–2% conversion, roughly 180–250 signups a month.
Step 1 of 2
What do you pull in the hour you have?
Your first choice is kept. Changing your mind later counts as a retry.