Growth-driven design (GDD) helps businesses like yours get a lot more bang for your website redesign buck. We’ve already talked about phase 1 and 2 of the GDD approach, covering topics like developing a launch pad website and planning for continuous improvement.
Now that you’ve put in the time creating a list of action items that will deliver the most impact for the next sprint cycle, it’s time to shift into the develop, learn and transfer phases of growth-driven design.
In this phase, you’ll take the most impactful action items from your 80-20 list and implement them on your website. Everyone on the team should dive head-first into completing these items.
But think of them as experimental or temporary. They only become permanent website features if they perform: If the item has an impact, it stays. While you’re developing these action items, simultaneously create a system for validation tracking and set up metrics that will measure each item’s performance.
The marketing team should also be developing campaigns during the develop phase that drive traffic to these new pages or sections so you can collect data.
This phase focuses on “learning.” After enough time passes to run and collect data, it’s time to glean lessons from that data. As you review the information you’ve collected, you’ll find out what website visitors really want.
At this point, you can either validate your educated guesses about your website, or disprove them. Ask yourself questions like:
Did the changes you make have the impact you expected?
Or did they fail?
What can you learn about website visitors as a result?
What did you learn that you didn’t know before the changes?
Craft your analysis, and share it with everyone in the company. Don’t skip this step. You’ll want everyone to benefit from your findings, so be sure that your sales and marketing teams stay informed.
Now, take what you’ve learned about website visitors and apply it to other components of your business. Consider what you learned from implementing each action item and how it’s relevant to other areas.
For example, if you were testing two landing pages and discovered that social proof gets better results than authority, you could apply this information to other marketing and sales activities, such as emails or sales cadences.
With the current set of action items complete, go back to the beginning and start planning your next cycle. Continue with the steps of phase 1 (creating a strategy and wishlist and developing the launch pad site) and phase 2 (continuous improvement and 80-20). With every cycle your team completes, your website’s performance will increase.
Adopting growth-driven design gives your company greater success through a flexible, adaptable website that is always performing better than it did last month. Ditch traditional website design for the results-oriented, revenue-driving way of GDD. It won’t steer you wrong. I promise!
What data have you used to guide website changes?