If your company is considering a website redesign, you may have come across the concept of Growth-Driven Design (GDD). There are several highbrow and convoluted explanations about this website redesign technique. However, essentially, it is simply an understanding that your website design is for your customers, not for you.
The reason your website exists is for marketing. The goal of every design component is to guide visitors to the desired outcome, either a sales conversation or a request for a rate quote. Nonetheless, a great looking site, with all the latest and amazing features often will not translate into the desired outcome. This is because many businesses design a website based on their own wants rather than the user experience of their target audience.
Therefore, Growth-Driven Design is about knowing your customers, and creating a design with content that meets their needs at every stage. However, it is a long-term process that starts with rebuilding a website around buyer personas, and then using data and analytics to personalize the user experience. The days of building a website and then leaving it static for years are over. Growth-Driven Design is continuous and adaptive.
The initial process starts with buyer personas. These are fictional characters based on your ideal customers or your vital few. In business, the vital few are the roughly 20 percent of your total customers responsible for around 80 percent of your total sales. You want to know who they are so you can attract more customers like them.
Growth-Driven Design then examines why visitors go to your site, the value they receive, and the devices they use for access. Using buyer personas and existing data, an initial launchpad website is developed. Conversion points and placed at effective points in the user path. Developed content will work by providing a different message to different groups, depending on where they are at in the customer life-cycle. You will create hypothetical scenarios, click by click, that walks a visitor from the website entry point to making the sale. Does this make sense to you?
After launch, Growth-Driven Design moves into the ongoing improvement stage. You must now use data and analytics to uncover pain points, those areas that create resistance to conversion. This may mean a change in design elements or in your messaging. Nonetheless, it is a continuous cycle of improvement. You take what you learn, develop a plan, and implement change. Repeat as needed.
What haven’t we covered yet that is important to you? If you would like to talk about Growth-Driven Website Design, or need more information, please contact us.