If you’re currently desperate for a new website, but doing everything you can to avoid starting the process, well, I don’t blame you. The words “website design” are enough to strike fear in the hearts of any sensible marketer or business owner – websites are always way more work and take way more time than they’re supposed to, and they can take a pretty sizeable bite out of your budget to boot.
But the process doesn’t have to be so painful. There’s a trick that will cut down the amount of work, time, and money needed AND deliver a much higher-performing website. Seriously.
The secret lies in an approach known as growth-driven design.
It might sound too good to be true, but bear with me. I’m going to give you the full rundown on why growth-driven design beats the traditional website design hands down, and how it works.
But first things first:
What is growth-driven design?
When you think about it, traditional website design is a high-risk bet with terrible odds. You’re investing all this time (usually around 3 months) and all this money (usually between $15,000–$80,000) upfront, but in the end most of the decisions are largely based on guesswork and untested assumptions that may not actually pan out. Then, after all that, you just sit back, cross your fingers, and hope that the website will do its job.
Meanwhile, the website sits there for maybe two or even three years, steadily collecting cobwebs and getting more and more outdated by the minute, until the time comes for its next major overhaul. And the entire tedious process repeats itself ad nauseum.
This seems an odd way to treat one of your most important marketing and sales assets, don’t you think?
Growth-driven design (or GDD) turns all this on its head, by:
Here’s how it works in a nutshell (though I’ll go into more details about the various stages): rather than a lengthy 3-month build, as is the case with traditional website design, a bare-essentials website is built and launched in just one month. Once the website is live, ongoing data analysis on how the website is performing, in real time and based on actual users, is then fed back into the website in regular sprints. This means the website is constantly improving and continuously adapting to current conditions and markets.
The result? A much higher-impacting website in a fraction of the time.
Why is growth-driven design better than traditional website design?
As you can probably already start to see, there are many advantages to a GDD approach:
How does growth-driven design work?
GDD is typically done in three stages: strategy, launch pad and continuous improvement.
Stage 1: Strategy
The first stage is about building a solid foundation for your website. This includes setting out your goals and objectives for the website, and putting together comprehensive buyer personas that give you a deep understanding of your users’ motivations and pain points.
If you already have a website, this stage will also include a detailed website audit, which will give you key information about where your users are currently coming from, how users are interacting with your site, and why they’re engaging or dropping off.
After all this information gathering, it’s time to brainstorm a wish list of every feature and function you’d want the website to have. Once you have your list, perform a 80/20 analysis – that is, determine which 20% of your wishlist will deliver 80% of the impact.
The list can then be whittled down further by determining which of those features and functions are must-haves, and which are just nice-to-haves that can wait for the next monthly sprint cycle. What’s left will make up the framework of your first iteration of your new website.
Stage 2: Launch pad
The second stage is where you build and launch your website (typically the final step in the traditional website design process). This is where the standard work that comes with any website design comes in, including things like:
The idea is to quickly launch a highly functioning website in a relatively short amount of time, so you can get the site into users’ hands and start collecting data.
While this valuable data is being gathered, there’s no reason to sit on your hands – you can immediately start monitoring the performance of the site, looking at things like organic traffic, heatmaps and bounce rates, and making immediate updates based on initial user feedback.
Stage 3: Continuous improvement
This is the stage that truly differentiates GDD from traditional website design, and where you start to turn all that user data into updates that will turn your website into a lead-converting machine.
This is done in monthly sprint cycles in which you go through the following four steps: plan, build, learn and transfer.
Don’t let your one of your most important marketing and sales assets sit there growing stagnant. With a growth-driven design approach, you’ll quickly develop a website that is, as Tyra Banks would say, next-level fierce!
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April 11, 2018