We know traditional web design is broken, so why keep trying to beat a dead horse?
Before you invest a ton of money…
Before you commit your team’s time and resources…
Before you risk going over budget and timeline…
…into a website redesign that may or may not meet your needs once it’s done, you should know there’s a better way!
It’s called growth-driven design (GDD) and it’s pushing traditional design out of the running!
Growth-driven design overview
Phase 1: We’ve already covered aspects like creating a strategy and wishlist and developing the launch pad website in phase one of GDD.
Phase 2: In phase two, growth-driven design moves into the “continuous improvement” stage of design. With your 80-20 launch pad website live, you can begin improving the website, based on the data you’re gathering.
Because you’ve implemented on your website the core action items (the 20%) that will generate the biggest result (80%), you’re left with action items you still want to merge into the website design.
During this time of planning, you should:
- Compare performance vs goals. Does the website’s initial performance meet the goals you’ve outlined? If not, identify areas in which to improve.
- Conduct research and gather data. You may need to gather data or do additional research in order to outline which action items you should next add to the website.
- Collaborate. Work with sales and marketing to gather additional information these teams have learned about your audience.
Based on your findings, figure out which action items you want to add to the wishlist moving forward.
Here’s how to prioritize your action items:
- Boost conversions. This is the most important item, since boosting conversions leads to more revenue.
- Improve user experience. Improving navigation, helping users find what they’re looking for and solving their problems lead to a better user experience, which helps conversions.
- Personalize the message. Adjust elements like the calls-to-action, offers and more to be specific to the user who is exploring the website. The more you know about your audience, like their interests, device, referral source, geolocation and previous actions on your site, the better their experience.
- Build marketing assets. Identify marketing assets that will bring more value to your marketing, like blogs, email lists, social media profiles, etc. Perhaps an online training or resource area will bring more value to your audience – and your business.
Now, you’re ready to plan your next sprint cycle.
Choose the action items that will be most impactful and factor them into the planning cycle. A good rule of thumb to follow is to choose a few items to focus on, and do them really well. If you finish these before the cycle is over, go back to your wishlist and add a couple more action items to the list.
At this point, your website goes into development and your wishlist comes alive in the website design.
Consider each action item that goes live an experiment or a trial.
It might not become a permanent fixture on the website. That all depends on its performance.
So make sure you’re tracking the action item and identify the metrics you’ll use to measure and assess it.
Give your continuous improvement efforts a boost by developing a marketing campaign that sends traffic to that particular website section.
You’ll collect data quicker, and you’ll be able to “kill” the page or element if it’s not performing, or tweak it to make it better.
Growth-driven design is the bee’s knees. What other web design method can guarantee results, and ensure your investment goes to great use – driving more traffic, leads and conversion for your business?
Does your business use data to drive website improvements?