Just as your business grows and develops, so must your website. With a Growth-Driven Design approach, you optimize and develop your website based on real user data, which ensures that your website is focused on your goals. You can thus constantly optimize it towards creating results.
What is Growth-Driven Design?
Growth-Driven Design is an approach to web development and optimization that excels at minimizing the risks of traditional web design. The systematic approach leads to a faster launch of your website by using real user data. The website is then developed with continuous learning from user data.
Redesign of your website – a phrase that often creates fear among business owners and marketing teams everywhere.
Redesigning your website is most often related to several months of workshops, data collection work and planning, countless reviews of the content, discussions about the sitemap, wireframing, usability testing, frustrations over budget and scope, and probably some battles between sales, marketing, IT and management over what. must be on specific pages.
Your team is forced to shift focus away from their normal activities to deal with these overriding design choices in return for a qualified guess. At best, you come to a guess as to how the redesign will improve the results for the company once the website is relaunched.
If you are considering whether there is a way to build a website that is not based on guesswork – and that does not put your team in a project full of delays and frustrations – then the answer is yes.
This is where Growth-Driven Design (GDD) comes into the picture. A data-driven approach that ensures that you get your new website developed quickly and efficiently. Also, Read – 5 ways to step out of your comfort zone
Definition of Growth-Driven Design
Growth-Driven Design succeeds in minimizing the risks of traditional web design through a systematic approach that shortens the process and reduces launch time by focusing on real impact and continuous learning and improvement.
Continuous learning and improvement are especially important, as GDD is an iterative, ongoing process that contrasts with a traditional website redesign, which tends to be an “all at once” event. Instead of planning to do everything at once, GDD focuses on small adjustments or “sprints” within shorter time frames (which are less risky and less costly).
Traditionally, companies redesign their website every two or three years – often with content parents who no longer match the organization’s priorities. GDD Succeeds by making data-driven optimizations of your website based on testing, continuous learning, and data collection from your visitors’ behavior on the website.
Rather than overburdening your marketing team for several months, GDD is closely integrated with both marketing and sales.
Learning from website visitors is used to create insights and improve marketing and sales strategies and tactics.
In this way, GDD offers a more adaptive model, where companies can change their marketing plans based on the conditions and obstacles they regularly encounter.
The model below comes from Luke Summerfield from HubSpot. It shows how GDD differs from traditional web design and how to cut away the classic “new website every 3 years” approach. Also, Read – How to be a Pro at Digital Marketing in 2022- Complete Guide
How do I work with Growth-Driven Design?
You can think that GDD has 3 main areas:
- Strategy & planning phase
- Launchpad Phases
- The Growth-Driven Design cycle
These can be broken down into some concrete action points, which we present below. It is important that these stages are completed in order to achieve success with a GDD approach. If you do not have the resources or skills to handle the process, then we can be your partner on your GDD journey.
Strategy & planning phase
Like the traditional web design process, the first phase of GDD is the strategy phase. In this phase, we will develop a solid foundation on which we can build our GDD process using the following steps:
Goal: What are the KPIs we are trying to achieve with our website? How have we historically performed, where do we want to improve, and how will it affect the goals of the overall marketing department?
Personas: Next, develop detailed persona profiles for the different types of groups that visit the site. A persona is a fictional representation of your ideal customer. You can create different groups of personas based on common characteristics that your audience shares. This can be a pain point, industry, job title, etc.
Growth-Driven Design is centered around the user, so it is crucial to research and develop your personal profiles fully in the beginning, as they will form the stage for all future activities. If you need inspiration, you can download our Persona tool to help you get started.
Research: Next, review your website and analytics setup to gain insight into how your users interact with your website, how they get there, and why they are leaving the site before we want it.
It also provides a lot of insight into what devices the visitors use to visit the site, what pages they find relevant, how much time they spend on the pages, and so on. Also, Read – The best strategy games for Android
Development of the wish list
The next step in GDD is to create a wish list for your website. Take what you have learned in your strategy planning, gather your team, and brainstorm every single effective, creative, and innovative idea that you would like to include on the website.
Enter your brainstorming session with a “clean slate” – do not get hung up on the existing website. What items do you need on your list to reach your goals? Answer this without taking into account the questions of budget, time, and technical capabilities.
You can e.g. think about:
- Important sections on your website and pages
- Marketing assets, tools, and resources
- Specific functions, modules, and functionalities
- Design elements
- Request custom content based on devices, country, etc.
After a few hours of brainstorming, you and the team should have a long list of lots of ideas for the new website. Not all of these elements will be implemented right away, but start thinking of as many ideas as possible.
Your wish list determines both the first action points to be implemented on the new website and at the same time the ongoing flexible list used to plan upcoming changes. This list should be constantly updated and prioritized based on the stage your business is at. Ie. your wishes and needs may change on an ongoing basis – and this must be reflected in the list.
Next, run an 80/20 analysis of your wish list. Review the list with your entire team and identify the 20 percent of actions that create 80 percent of the impact and value for your visitors.
Once you have identified the key 20 percent of the actions, review them again and do additional filtering by asking yourself, “Is this action a must-have or a nice-to-have?”. If it’s nice to have, it should be back on the list with the other 80%. Finally, you are faced with the most important initiatives to be included on your new site.
In this phase, you focus on designing and developing the core of your website: the front page, product pages, and other key elements that are most vital to your visitors. We call this your launchpad site.
This next step involves the standard work you do with a traditional web design:
- Development of content and messages
- Information architecture
- Wireframing and design
- Programming and development
- Testing the user experience (UX)
- Coherence to inbound marketing strategy
Remember to set up data collection tools to ensure we are moving in the right direction. And cross-check with your goals, personalities, and hypotheses from your old site. Then we go to the launch of the website so that we can start collecting the user data that forms the basis for the next stage in the GDD process.
The Growth-Driven Design Cycle
Once your launchpad site is launched, we will begin collecting user data. Using knowledge from A / B testing, heatmaps, mouse tracking, Google Analytics, and more, we customize your website to optimize user journeys, design elements, page structure, landing pages, and content to provide the best possible experience for your users. We also build and test several elements with this data in mind. The process follows the model below from HubSpot.
- Plan (Planning)
First, you make a plan for what is to be achieved for the coming month’s initiatives. The development of this is called a sprint. Here you can look back at your original wish list. Also, This sets you up against the current results from your website and compares it with your overall goals for the redesign of your website.
Your initiatives must optimally fit into one of the following boxes:
|Create conversions||Improve UX||Personalization toward the user||Development of marketing activities|
Testing of value propositions
Ex: Blog layout
The mobile experience
|Custom mobile content
Content optimization against geolocation
Smart content based on user data
Tools, knowledge, guides
Once you have completed your sprint, review the results. If it has been a success, you need to launch it across your page.
An example might be that we run a food blog. On a single page, we have promoted pastries and cakes during the winter period to test whether it performs better than fat-reduced food. If we learn that it has been a success and more have clicked on pastries and cakes, we need to adapt the rest of the site to position this content in the winter.
You must now pass on your knowledge to the rest of the team so that it can be used for future monthly sprint cycles.
This knowledge can also be shared across the company so that they are aware that it is valuable to highlight knowledge about baked goods and cakes during the winter period. For example, it may be part of the sales team’s inquiries.
In this way, GDD’s agile approach goes hand in hand with strategies to help you achieve your desired results.
Repeat the process
Make sure you keep completing sprints on a monthly basis, or whatever time interval you choose to work on. An overall process for GDD can be planned for one year and will follow this model developed by HubSpot. Also, Read – Content Marketing Statistics for 2022
Studies show that the companies that use the Growth-Driven Design method achieve great success both in their results, but also in the flexibility it gives their company.
Also, We would recommend that you reconsider the way you approach your existing website and how you will approach future redesigns. Maybe you should consider Growth-Driven Design next time?