Written by: Cristina García
If you started thinking about the last time your business needed a new design (and website development, you would probably remember how frustrating this processes was. Most likely you will recall the fact that the layout time lasted even longer than planned and that the creation of content also took longer. It was such a huge investment (in time, money and resources) that the only thing you wanted was to move on. We are sure that once your website was launched, you were expecting no to make changes in at least two or three years regarding some specific modification or content updates to name a few.
When you launched you website your intention was to move on and focus on executing other marketing and sales strategies and think no more about its design. But the truth is that your website is one of your most important living assets. And we say living because it’s your business main channel, and the one that allows you to process and collect information 24 hours a day, 7 days a week. So, could you confirm that a change every 2 or 3 years is the best way to proceed? Does traditional design promote your website’s growth?
Your company’s website is one of the most important assets for your strategy. If we consider the usual online consumer cycle, we will realise that your website is present in each and every one of its phases (awareness, consideration and decision). That means your site is where prospects are educated in options, where they evaluate their possibilities and needs, and where they convert from when they decide to make a purchase.
Even if your company’ sales person has also get in contact with this prospect, your website is part of more than 2/3 of the conversion work. So, do you really thing your website is adapting to your consumers’ needs? Is it enough to settle for changes every 2 or 3 years? It is really productive for your business to think about redesign in traditional terms? Don’t you think traditional redesign doesn’t fit the constant changes in current consumption habits?
Since website is your business’ main channel of conversion, its design and development shouldn’t only be a punctual work that take a few frustrating months to do. It should be part of a helpful and functional strategy within your marketing and sales methodology. It should certainly be an agile and adaptable process. A website should be considered within a Growth Marketing strategy, flexible enough to be optimized according to your buyer personas’ demands and needs.
Therefore, instead of waiting for months to define, design and develop your website, you must first launch and work with the most essential elements that allow and then make improvements in an iterative way. This Growth Dirven Design approach allows you to boost your prospects’ online conversion, which is why its lay out must be dynamic and open to optimizations as you test and analyse the efficiency of your website’s elements.
If you follow a traditional web design methodology, once you launch your new website you will only be applying minor modifications along 3 years, such as adding, changing or deleting a service and / or product, improving some content here and there, etc. However, if you really consider your current marketing and sales needs and your business growth objectives, you will realise this approach is broken, it has become obsolete.
Traditional web design is usually a large project, a risky bet and a large investment of time and resources, which also often runs late and doesn’t guarantee results in consistent basis. If you think about it you will see that it’s an unpredictable methodology, a subjective design that is based solely on suppositions, since it doesn’t give a time to measure real data, the information you need to value web performance after its launching. And once it’s launched, how do you know it is the best you can get?
On the other hand, Growth Driven Design is an agile and adaptable system since it’s based on web performance analysis and the data you get from your buyer personas’ interaction with your pages. The data obtained from this analysis allow us to plan monthly optimization that help a business grow.
To date we have been more than familiar with terms such as UX (web user experience), but now we really need to understand our users, to know how they think during their sales cycle and what they need during this process in order to apply this knowledge in our web design so we can make our business grow.
Growth Driven Design (GDD) is a web design methodology that allows improvements and adjustments without investing a large amount of resources in changing the website. The idea is that you have to work you website in sections, analysing different elements performance and implementing updates in real time, when you need it the most by having in mind different phases.
If elements or pages performance is not optimal, on the one hand A / B tests can be carried out to help implement the right changes for instance. If, on the other hand, consumer trends vary you need to adjust design to promote the growth of visits and conversions. In short, this strategy allows you to adapt to the marketing and sales objectives, following a methodology of strategic redesign, launch, analysis and optimization.
Growth Driven Design is a smart new model to see web design and development. It’s a monthly investment that generates greater business growth since it incorporates measurement and optimization more efficiently, which improves the performance of the web and its elements. Unlike the traditional design, the Growth Driven Design has three important stages:
Today a successful website starts with a Growth Strategy. Its objective is to solve web design problems taking into account the main consumer and their buying cycle in the most empathetic way possible.
Once the growth strategy to be followed is established, you need to start designing and developing a "launch pad" website that, while not ideal, should be flexible and adaptable, serving as a starting point to implement improvements once enough data has been collected from users.
This launching platform constitutes a saving in time and resources that will be destined to a later website optimization and that, in addition, allows you to launch you a web in time. But while the trend is to perform a fast launch, speed must not compromise the ability to provide value to the user.
In the traditional web design system, the launch is the end point of the project. In this case, it is the starting point with essential elements based on the main objectives, and taking into account the ideas of the implementation plan that can have the greatest impact. That is, prioritizing the website must have that can lead to greater conversions, and keeping the non-crucial ones for later optimization.
Once launched the original platform you will begin to collect data on users behaviour. Their interaction with you pages will allow you to know what really interests them and which of the original assumptions and ideas were right. In this way you will have a guide of what to change to impact the site performance. In this moment you will need to determine which are the most important actions month by month entering the optimization cycle based on 4 stages: