It can be frustrating, due to the fact that their primary focus is no longer the organization's goals, but creating an attractive, user-friendly website.The bottom-line is that marketing teams cannot take an extended period off. They need to continue to concentrate their efforts on business goals and growth. Since marketers have a limited time-frame, growth-driven design, also referred to as GDD, gives marketers the ability to complete both jobs, web redesign, and marketing.
Defining Growth-Driven Website Design
Growth-driven design successfully reduces the risks of using traditional web design methods. The growth-driven approach uses a structured approach which drastically condenses the time to launching the website by concentrating efforts solely on learning and development.
This method of web design certainly requires less time and is less costly. Instead of drafting a plan that requires getting all website changes done at once, which is what traditional web design favors, GDD focuses on creating a website redesign piece by piece.
This ideology greatly reduces the time and is constantly updating outdated content. Additionally, GDD increases website performance based on research and site testing which is acquired from the behaviors of site visitors.
How Does Growth-Driven Website Design Work
The GDD model overlaps with the traditional model; the main difference is that GDD requires a shorter time-frame and considers the inbound methodology. There are various steps pertaining to the GDD model; these include:
- Creating a strategy and goal - It is critical to create a strategy or plan in advance, which also describes how the site will be launched upon completion
- Develop buyer personas - By creating buyer personas, you will understand who you are trying to reach.
- Conduct a website audit - A website audit will provide you with research on how users find your site, interact with it, and why they may be bouncing.
- Create a website list - A website list is a list of everything that should be incorporated on the site, brainstorm this list with your client or team, and include redesign ideas that will increase conversion rates. For example, integrations, new menu options, user-friendly design, simplistic design.
- Review competitors’ websites - By reviewing what your competition is doing, you can get some ideas on what seems to be working for them.
- Create content - You want to be able to add up-to-date content to your site upon completion; since you are modernizing your site, modernize your content. People are not interested in content that was created five to ten years ago, they want current information.
- Create wireframe and Build the site - Creating a wireframe, also known as screen blueprints, gives you a website draft to follow. Once you have developed your wireframe, the actual web development process will take less time, and cause less aggravation as your team or client will have already approved the design.
- Analyze results - After redesigning sections of your website, and it has officially launched, it is time to analyze results. With GDD you are making improvements piece by piece instead of all at one time. This method gives you the ability to monitor which areas of the site are progressing and which need more improvement.
Traditional Website Design vs. Growth-Driven Website Design
Traditional website design requires more upfront costs to get started, along with the need for more resources and time. It can run over budget and become a drawn-out process. This method does not use research to make design decisions; it is all based on speculation. Your site can remain unchanged or under construction for two or more years.
Growth-driven website design is spread over time, meaning that you make site improvements continuously and in sections, starting with a launchpad website. The benefit of doing it this way is you will be able to analyze what needs improvement and what areas are doing extremely well.
Additionally, you can launch quickly, and you will not lose sales or leads due to an outdated or static website. Design decisions are based on research and data, in regards to your buyer persona, website visitors, website interactions, etc. Your website is likely to drive more leads as the development of your site is not based on guesswork.
Three Main Principles of Growth-Driven Design
The primary focus of growth-driven website design relates to three principles, these include:
- Minimizing risk by shortening the process, launch time, and focusing on continuous improvements.
- Research, as GDD relies on data for web design, is critical to the entire web design process and attracting the right visitors.
- GDD is a part of marketing and sales because what you learn throughout the research process helps to improve marketing and sales plans.
Has your South Florida business ever adopted a growth-driven website design strategy? Or do you still have a website that hasn’t changed much in 2 or more years? Let us know in the Comments below.
To learn more about growth-driven design for today’s businesses in South Florida, download our guide on "3 Revenue Growth Opportunities Your Business May Be Missing"