Your website should be a well-oiled sales machine. It should attract strangers, convert them into leads, and collect insights that empower your sales team to close like crazy.
It probably doesn't do that. But
Growth Driven Design can help.
Growth Driven Design is one of those slap-your-forehead ideas that makes so much sense it's frustrating you didn't see it sooner. Instead of spending a massive amount of time and money on a website redesign, only to leave it to decay for years until you have to start the whole process again, the Growth Driven Design process opts for continuous optimization.
That means you get the important stuff up right away and the data collected can be used right away to improve your site's ability to pay for its own updates. And because GDD happens in stages, rather than in one huge project, you have less up-front investment, fewer delays, less scope creep, and more immediate results.
The kickoff for a GDD project looks similar to a typical site redesign. You first understand the users, then map your site to their needs. Personas, goals, fundamental assumptions, user journeys, features – you still nail it all down up front.
Here's where things get unique: From all this info, you create a wish list of ideas for the site that provide value for the user while moving them through your sales funnel. Work starts at the top of the list with the most impactful and tackles them all one by one. The GDD method allows you to get a new site up quickly that lets you collect the data that can make every future step more impactful than the last.
Business Model: The GDD process takes your business model and walks through it from the customer's perspective. That means starting with the customer's problem, the trigger that sends them looking to fix it, how they would search for solutions, and so on. The result is a site built from the ground up to lead customers to your solution.
Value Prop Map: This process helps you stay customer-centric while overcoming objections. It also allows you to effectively position your benefits and features, beginning with the customer's wants, needs, and pains.
Website Architecture: Moving on to the actual information architecture of your site is where you see the concepts of GDD coming into play. Together, we determine the 3-5 most impactful pages and focus on creating them. This lets you get your site up quickly so you can start collecting actual customer data to guide the rest of the process.
Customer Personas: Understanding your customer is crucial to creating a functional website. Creating customer personas allows you to gain and maintain a deep, empathetic view of your core users. These personas will cover demographics, psychographics, goals, pain points, and their decision-making process.
Buyer Journey: Now that we have the necessary info about your customer and how you can help solve their problems, we now map that to your website. We identify what will attract them to your site, what they will find helpful once they get there, how to create desire, how best to get them interested in your offer, and what calls to action will get them to convert.
Traditional web design process can take a year or more to get your new site launched. The GDD process cuts this in half to get what's called a "Launch Pad Site" live. To be clear, your Launch Pad Site will be basic and imperfect, but it will still be a significant improvement in design and functionality, while optimized to collect relevant data that will drastically improve the quality of the rest of the website build.
Time to Market: Things usually have to get pretty bad for a company to commit to the substantial time and money of a website redesign. That means you need a site asap. GDD cuts the average time to launch in half compared to traditional development processes.
Build With Data: You get a far better ROI when you invest in site improvements proven by data to drive the most impact on your bottom line. By getting a simple site up first, then collecting real user data to inform all following steps, you stop spending money on assumptions and let data lead the way.
Lower up front cost: Because the GDD process cuts the time to launch in half, you also see a huge drop in upfront costs.
Focused on User Journey: Websites work a lot better when built with the user and the user's journey in mind. That means whether they're a mother of 4 ready to buy or a college kid just clicking through to learn a little about your brand – they have a path custom-made for them.
With your site live, you have a steady flow of user data to guide each following step. You can create a wish list prioritized by each item's impact on your bottom line or strategic importance and focus all efforts on only things that create the most impact. Like any salesperson, your website should be continually improved to meet the ever-changing needs of the customer.
Plan: Your plan starts with a focus on what needs to be improved and what will have the most impact on achieving that improvement. The highest impact ideas are implemented first to ensure you get the best ROI with every dollar spent.
Learn: After building and testing, the team then takes that information and extracts insight about your users. That information is the key to the continuous improvements that define the GDD process.
Build: With a pritorized list of functionalites, integrations, pages, and elements needed, the team gets work building and testing each item.
Transfer: Those insights are shared with sales, marketing, and others to ensure a closed-loop process that empowers organization-wide growth.
In the end, you get an optimized web development process driven by data – not guesses – that is plugged into your sales and marketing to enable things like: