Why Growth-Driven Website Design Changes Everything
Growth-driven website design is a process where you redesign or build your website in a more purposeful manner. Changes are made in increments and are always built upon data analytics.
Each change is a response to visitors’ requirements and needs, or it’s based on lead conversions on your website.
Instead of overhauling your whole website, which can take months before the relaunch, you pick and choose the non-performing or lagging segments and enhance them to hit your target metrics.
In this process, your website is never really a finished product. Your website is a living product in itself, constantly changing to address the needs of your target consumers.
The Web Design Status Quo
There’s no way around it. No business today can hope to thrive without a highly capable website.
Even mom-and-pop stores, those iconic staples in your neighborhood that have been around forever selling top-secret recipes, at least mark their digital presence with Facebook pages.
They might be too stubborn to hire somebody to develop their website, or it may be a matter of budget. Most small businesses cannot afford a full-blown website redesign.
The process is also too slow, taking at least three months. That’s three months when you are losing business to competitors, waiting for the magic bullet to be completed.
Here’s where growth-driven website design shines.
What is Growth-Driven Website Design
When you apply for a job and go to that dreaded interview, you always have to put the best foot forward.
You wear a bespoke suit, spray on some perfume, and not a hair out of place.
Let’s face it. Your resume is good and all, but people are still judged by their appearance.
You want to make a good impression, nothing wrong with that.
The same goes for your website.
Your marketing team may be one of the best in the industry, funneling customers into your pipelines. But their efforts are wasted if prospective customers visit your website and are disappointed.
You don’t know it, but you just lost the job because you failed to impress the interviewer.
Worse, you don’t even know why you were rejected.
Growth-Driven Website Design Process
GDD doesn’t really follow the same linear process as traditional website design.
During the first stages, you gather data, craft your marketing strategies and plans, determine what your target audience wants, and identify the design problems in your website.
This process usually takes around two weeks.
After that, the redesign process begins. A new optimized website is built that will showcase the changes adopted during the initial stages of the process. Typically, this takes from one to two months.
But it doesn’t end there.
Your website will be tested to determine if set goals are attained. The testing is done every two-weeks. The constant experimentation and improvement are necessary to find the perfect balance of superior user experience, high conversion rate, and aesthetics.
Basically, you break down the whole website design process into small bites so they are easily digestible.
You learn as you go and quickly remove items you don’t need, including: CTAs, fluff copy, disconnected images, etc. The main goal, of course, is growth — in traffic, leads and sales. But to achieve this requires constant testing by trial and error.
Pros and Cons of GDD
With constant changes and improvements, your website will never be outdated. It’s always responsive to your visitors’ needs even with constantly changing customer behavior and marketing trends.
The pros of adopting a growth-driven website design
- You can relaunch your website more quickly compared to the traditional website design.
- You can save more because you make changes incrementally instead of a total overhaul. Conservatively, GDD is about half the cost of traditional website design.
- You analyze, measure, and learn because you want your actions to be based on real-time data.
- You can implement changes more quickly to respond to changing customer behavior.
- There’s no upfront cost, which is a common issue with companies who want to have their own custom websites.
- With traditional website building, you are never really sure if your website is performing as intended. With GDD, you can measure the segment that you just changed based on real-time data.
- Your marketing team is integral to the success of GDD. Their inputs are material to ongoing and future changes. What’s more, they really can’t complain about being left out in the design process.
However, no system is perfect. While the advantages of GDD are obvious, it also has its own limitations, including:
- Expected resistance. Companies already regard custom websites with suspicion. GDD takes that to a whole new level. People are always afraid of something they don’t understand.
- Cost. While there’s no major upfront cost, you will most likely need to allocate a monthly budget for the incremental changes to your website. Some companies may not like this concept as they are more used to one-time costs associated with traditional website design.
- Seemingly never-ending changes. This could be an issue for some companies that want results fast.
Why You Need to Adopt a GDD Approach
As you can see, GDD is a much more logical approach to redesigning your website. It’s more responsive to the times and to the specific needs of your customers. You know that each section of your website works as intended so there are no wasted opportunities.
With traditional website design, you are essentially paying upfront for features that may have been rendered obsolete with changes in market behavior.
Here are some of the reasons why you should consider GDD for your website design:
- Scale your website easily. Revisions are not arbitrary. Each of the innovations, revisions, and adjustments made to your site are based on real-time analytics
- You break down a big project into workable actions. The problem with huge undertakings is that they tend to overwhelm team members. As a result, they delay and delay the project until the deadline approaches. With GDD, you break down the huge project into small tasks, while still staying true to the big picture. Now your daily goals are more doable and realistic
- You work your way from the bottom up. You prioritize your projects according to need. You can postpone sections of your website that are still performing, according to your metrics. Instead, you can focus all your attention on sections that act as deadweight, dragging the whole website down
- Make better use of your resources. You know where your money is going because the changes you implement are based on the input of the marketing team alongside your own real-time analytics.
- You get results almost instantly. Because you prioritize the sections of your website that are lagging, you will see improvements right away. Your visitors will also notice these changes when they browse your site.
- Your website is never outdated. Your website is always fluid because the market itself is not static and your customers constantly change their minds. You will also see improvements in your rankings as search engines will sit up and take notice of all these architectural changes on your website.
- It’s easier to audit your website. Testing a website can be a daunting endeavor. A good website design will take weeks to complete. But with the incremental approach of GDD, it’s now easier to audit your website and test it against the available metrics to make sure it’s optimized and functioning according to your desired goals.
The GDD Effect on Your Brand
Instead of simply paying a website designer to customize a corporate website, launch it, and then forget about it, GDD requires companies to integrate the process into their workflow and monthly budget.
After the requisite learning curve, most companies will take to GDD like fish to water. The companies that have already adopted this approach swear by its effectiveness and the high cost-value of GDD. And that’s all you can really ask for with any investment — to immediately see the results of where your money is going.
How does this impact branding?
In the traditional process, the website launch is the end of the journey. But in the growth-driven design process, your website serves as a launchpad for an iterative process through a cyclical evolution.
The perpetual appraisal, audit, corrections, and improvement of your website are aligned with your sales and branding efforts. The message you want to deliver should be clear. Consumers turn to the Internet to resolve an issue, answer a nagging question, or simply to buy a product. They need to realize that your brand addresses all these pain points.
This is why your marketing team will work closely with the team behind the website design. They collaborate to determine what the prospective customers need based on available data, and not just make assumptions on what the customers think or feel.
It might seem paradoxical but there’s a certain freedom in the stringent workflow involved in your GDD efforts. And this freedom is anchored on the awareness that you are delivering the best experience for your customers and the best results for your company.