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Growth Driven Design: A Better Way to Redesign Websites
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Growth Driven Design: A Better Way to Redesign Websites
Presented By
Black Pearl Matrix
The Benefits Generated by Growth Driven Design are:
- Generate consistent data for the sales and marketing teams
- Maintain and create the site operating in its most improved version
- Cost reduction in development through implementations made
- Decrease risks and unnecessary expenses caused by traditional web design
- They take much less time to be finalized and available to the public
There is no escape. At some point, your company will need to redesign its website to meet the new demands and needs of your business. Generally, through the traditional process, a website needs to be reformulated every two or three years to readjust its language, content and design to new technologies, consumer demands and business strategies.
Surely, you know the importance of this action and are excited about the possibility of making your website more modern, improving the experience of your visitors and improving your results.
However, if you’ve been through this situation, you know the amount of time and money that will be invested in this process, which often, in the end, does not fully meet the expectations created.
However, for some time now, a new website development model has been used by companies around the world: the Growth-Driven Design. This methodology promises to reduce the time and costs for creating and updating websites and also increase your marketing and sales results. Understand better what this news is next.
1- What is Growth-Driven Design?
Growth-Driven Design is a website development methodology aligned with Inbound Marketing concepts. It works with constant improvements in this channel, focused on the application of functionalities that really make a difference for its visitors, generating faster results for the company.
In the traditional website development process, everything that is intended to be done for the page is planned in advance and executed at once, which takes time and makes it difficult to adapt halfway to adapt to the new needs of the business.
For example, if at the time of creating your website your company has the objective of attracting new customers, it is likely that the functionalities of your page are directed towards achieving this goal.
However, if at some point you want to change your main objective with this channel to consolidate your relationship with already won customers, you may need to redesign your website from scratch to do so.
With Growth-Driven Design this does not happen, as this style of development focuses on smaller actions, which are constantly implemented. Based on the behavior data of your visitors on your page, your development, marketing and sales teams are able to evaluate the results more quickly and decide which optimizations can improve the user experience and increase conversions on that channel according to the company’s objectives for each time.
2- How to Apply it in Practice?
The beginning of the development of Growth-Driven Design is similar to the traditional method. The first step is to define the objectives and goals for your website. To do this, take into account the needs of your buyer personas and create informed assumptions about what you believe your visitors want and what they need to better relate to the environment.
Based on this information, create a list of all the pages and features that you believe are important for your business and your customers.
Here the differences begin. Instead of launching a website with everything you described in your “wish list”, define what is really essential and launch an initial version of your website, simpler, with only what is really necessary for your business in a first moment.
With this initial version live, analyze the results and behavior of your visitors on your new website. From there, define which pages and features on your list should be prioritized and which ones should be discarded. Keep optimizing your website with punctual and targeted actions to meet the results you want to achieve at all times.
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3- The 3 Pillars of Growth-Driven Design
3.1 Minimize Risks Associated with Traditional Website Design
The method minimizes traditional process risks through a systematic approach that shortens time to market, focusing on real impact and continuous learning and improvement.
3.2 Continually Learn and Improve
We are constantly researching, testing and learning about our visitors for site improvements. Through continuous improvements, we can increase performance, lead generation and consequently, sales.
3.3 Learn, Inform Marketing and Sell
GDD is tightly integrated with marketing and sales. What we learn about visitors helps us to convey valuable information and improve marketing and sales strategies. As well as the sales process and the analysis of the results of the marketing department, it should guide the new adjustments regarding the design and its improvements.
4- How does the Growth-Driven Design Process work?
We can divide the GDD process into two phases: the Strategy, Goal Setting and Launch phase (lasting one month) and the Iterative Development and Continuous Improvement phase (which occurs continuously over the following months).
Phase 1: Strategy / Goal Setting and Wishlist / Launch
Elaboration of the Strategy
The first step is very similar to traditional development, and also fundamental to our process, based on defining goals, personas and analyzing/auditing the numbers of the site/current landscape.
• Goals: What are the goals for the new site? What are we trying to achieve? Has this been done before? What will be the impact on the company’s marketing when we reach our goals?
• Personas: The development of personas is essential to guide the process. They are the ones that will define the critical layout points and the scenario for future activities.
• Analysis of the current site: It is extremely important to audit the performance of the current site and quantitatively identify the positive and negative points. As you do this, identify where the site needs to improve, where users are coming from, how they are interacting with it, and why they are leaving the site.
• User Research: Use current site data to identify and better understand your users, who they are and what we can best offer. With this we will be able to confront and improve the previously developed personas. Why do users come to your site? What value proposition are you offering them? What devices are they accessing it on? Are they acting as expected? Are you clicking in the right place?
• Global Strategies and page-by-page: Here we use the previous steps to develop a global strategy and, more importantly, develop goals, personas and strategies on each page, seeking to make them as efficient as possible.
Wish List
The idea here is to generate a list of everything you think can improve or positively impact your site. Your wishlist determines the initial action items to implement on the new site and the flexible list that will change continuously.
This list should preferably start with a big team brainstorm. Without worrying about cost, time and development issues (they will be evaluated in due time), try to write down all the possible ideas that are necessary to achieve the goals raised at the beginning of the strategic planning.
Some ideas to start the list are surveying the impactful sections and pages of the website, what are the assets, tools and marketing resources, what features, modules and specific functionalities we intend to implement, the design elements and changes in the user experience based on on devices, country, etc.
Launchpad – Launch
In the traditional web design process, we launch the site at the end of the process. In Growth Driven Design we launch as soon as possible. In this phase, we build and launch what we call a “Launch Pad site”. Design activities and improvements generated by growth begin at this Launch Pad site.
We can’t get stuck in perfectionism or extreme analysis. Nobody launches a perfect website. However, your quick launch of a basic website improves your current website and gives you a starting point to continually improve.
The size and complexity of the Launch Pad site will vary depending on what you have on your whishlist and what type of site we are developing. Shorten your list to 20% (80/20 analysis) of the original. This wishlist priority selection process helps you get started quickly so you can continue to learn about your users and improve the site.
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How to Run an 80/20 Analysis on Your Wishlist
In the listing phase, we compile a long list of all the action items we would ideally like to see on the site. Start sorting and prioritizing these listing items to determine which action items. The idea now is to review the list with your entire team and identify the 20% of items that will produce 80 percent of the impact and value for your website users.
Once you've identified the top 20 percent of items, break them down and re-filter:
“Is this the proper call-to-action…?” Is it a “must have” or is it a “nice to have”? – If you answer “nice to have”, then he will go back to the end of the queue.
Then, with the remaining items, ask yourself:
Is this absolutely necessary for the initial Launch Pad site, or could we introduce it to the site in two or three months?
Narrow your focus. The “must-have” action items provide the most impact, and limiting them to these core action items will ensure a quick launch.
Phase 2: The GDD Cycle – Iterative Development and Continuous Improvement
Here begins the phase of analysis of results, improvements and new publications.
5- What are the Benefits?
Growth-Driven Design is a great tool for your business as it constantly collects data about your audience and how they behave on your website. With this information, the development, marketing and sales teams can suggest which optimizations can improve the user experience and can create more assertive strategies and tactics to drive business growth in the direction you want.
In addition, Growth-Drive Design projects take much less time to be finalized and available to the final public. Because they are made in smaller modules, development costs end up being more affordable.
You don’t need to invest a huge amount of time and money into a huge project all at once. You can go through the steps little by little.
In addition to lower costs, another advantage is the considerable drop in risk reduction. This is because, as the project is constantly optimized, failures are quickly detected and immediately resolved.
Always focusing on results and adapting to the most modern trends as they emerge, your company’s website can increase its potential to attract and engage your visitors, converting into real customers at a lower cost.
FAQ - Frequently Asked Questions About Growth-Driven Design (GDD)
1. What is GDD?
Growth-Driven Design, GDD or Development Oriented to Growth is an agile development methodology that is based on the quick publication and constant updating of a website project.
2. What does the Growth area do?
The Growth Hacker, or Growth Analyst, is the professional responsible for creating, analyzing and developing tests and experiments aimed at rapid and continuous improvements in a business.
3. Why can GDD be good for my business?
Because it constantly collects data about your audience and how they behave on your website. With this information, the development, marketing and sales teams can suggest which optimizations can improve the user experience and can create more assertive strategies and tactics to drive business growth in the direction you want.
4. Why should I have a website for my company?
A website is crucial for companies to expand their operations and convince more people to close a deal. After all, it works well as a showcase for products and services, and offers links for questions to be clarified, which facilitates contact.
Conclusion
The GDD has the responsibility to perfect all the potential that a site can have. Thus, using this methodology to design a website helps in many ways. Chief among them is saving money through efficient page design.
It takes into account many aspects about users’ habits to create the website. Therefore, the performance improves. A visitor, for example, doesn’t like to wait more than three seconds for a website to load.
They also don’t want to have difficulty navigating on different types of equipment (desktop, tablet and cell phone). All this is taken into account when designing a website with the GDD methodology.
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