Today we met for a brainstorm about how to increase conversions on our off the shelf tool.
We identified a few potential problems that might be causing the low conversion rate. All the usual suspects were on the list including weak or confusing calls to action, confusing pricing and too many steps to sign up.
We began thinking of all the ways we could fix each of these issues and soon had 10-20 ideas we were confident would help.
Next, we tried something different. Instead of prioritizing each of these ideas by its potential benefit vs. resource investment, we held a second brainstorm around each of the ideas we had outlined. We came up with ideas about how we could learn whether or not any given idea would make a positive impact on conversion rate with the minimum amount of work possible. How could we learn the laziest way possible.
Soon we had creative ideas for how we could turn a several day development project into a simple test on our site that may not be the ideal user experience, but would answer the question of whether or not we should invest time down the road.
Next time your in a brainstorm or prioritizing what to work on next, demand that your team be as lazy as possible. With the right guardrails seeing your product through the lens of laziness can spark amazing ideas for testing complex solutions in really easy ways.
Go forth and be lazy!