Editor’s note: This post was originally published on 2/1/17 and has been updated for accuracy and comprehension.
Traditional website design is officially dead.
I’m sorry if you JUST redesigned your website using this old, never-got-great-results strategy.
I’m even more sorry to tell you that you’ll need to invest in a new website as soon as possible.
But don’t let another design company trick you into using outdated methods.
We’re going to dive into just WHY growth-driven design (GDD) works so well and outperforms traditional website design at every turn.
The first phase of growth-driven website design is the strategy phase.
Everything hinges on the strategy.
(Remember that traditional design is based on guesswork.) But with GDD, your strategy will be rock-solid and based on stats and numbers.
The six steps of a growth-driven design strategy are:
Follow these six steps to create a growth-driven design strategy that gets results.
You can’t get to where you want to be if you don’t know where you want to go.
So everything starts with your performance goals.
Do you need more leads? Traffic? Conversions?
Identifying the most important roles your website should play and in what areas you want to improve is the first step toward building a revenue-generating website sales machine.
Developing personas for your brand helps you narrow the focus of your website.
Bottom line: You can’t be everything to everybody.
For instance, Wal-Mart’s buyer persona is people who are on a tight budget and need inexpensive goods, but anyone is welcome to shop there.
But that’s who they target all of their marketing and advertising to. And that’s what your branding should do, but you need to know who your “primary” buyer is – or your buyer persona.
The buyer persona will represent your ideal customer and it should include their pain points, problems, daily responsibilities, and more.
Once you know your buyer persona in-depth, you can start building your website to speak to that audience.
During this step, you’ll gather data regarding:
This is called a “website and analytics audit,” and it’ll show you exactly where you need to make improvements to boost performance.
While quantitative data is essential to creating the website design, growth-driven design also prioritizes the user.
This is an important step, as user research will tell you a lot about what people actually think about your site, how they use it and what they want.
Collecting user research will also help to validate or negate the assumptions you’ve made when developing buyer personas so you can tweak them to be even more accurate.
With all of the information you’ve gathered in previous steps, you now have a lot of data you can use to make some fundamental assumptions about your users.
Some of the assumptions you’ll want to make include:
With these assumptions, you’ll be able to understand how your audience really thinks. You’ll get inside their minds and get to the root of their motivations and behaviors.
This information will inform your strategy and give you a huge advantage over your competition – who is probably still basing their website design and strategy on guesswork.
In this last phase, you’ll build a global and page strategy for the website’s design.
The global strategy should address the website as a whole, and guide its overall direction. The page strategy lets you dive into each page, developing a page-specific goal and direction for each one.
Just make sure the page strategy aligns with the global strategy, and use all of the information you’ve gathered from the previous steps to determine how to engage and influence users at each point in the buyer’s journey through your website and meet your goals.
The growth-driven design strategy forms the foundation of a successful website.
Traditional website design isn’t able to achieve the same results, because it’s devoid of cold, hard data to inform goals.
But you don’t have to rely on outdated, non-results-oriented website design when growth-driven design is available.