What’s The Deal With Growth-Driven Design Websites?
In the past, website redesign projects almost always followed the same trajectory.
Spend countless hours internally compiling the ideal list of features and functions the site MUST have
Research the best agencies, then request and review their proposals
Spend at least three months buried in wireframe, UX, and design reviews/approvals and ultimately, testing (you can’t forget about the testing!)
Launch a beautiful design with all the bells and whistles you think your audience wants
Sound familiar? If you’ve launched a new website in the past few years, we bet it does.
Your website is the centerpiece of all your marketing activities and as we all know, your most efficient salesperson. Yet, the way we traditionally approach website redesign has a great deal of risk included and often times, can become a wasted opportunity. Why? Because:
Design elements and user experience are only based on a hypothesis (aka, a guess about what your prospects and customers want).
In the digital world, 3 months might as well be 3 years – by the time the site is up and running, users may already be expecting or craving a better user experience and a more efficient path to conversion.
Users may have new, mounting, or additional pain points you didn’t account for in the initial design.
Your audience’s behavior will likely evolve over time and their responsiveness to certain elements of your business will likely change too. Does your design account for these changes?
Any successful company is constantly evolving too! You’re launching new products, services, content, incentives, etc. that you want make readily available to your buyer personas – your site needs to evolve WITH you!
There has to be a better way!
What if you could redesign your website gradually, over time? What if you could solely focus on the areas of your website that actually drive more visits, leads and customers? What if you could provide hard evidence that Option 1 drives higher results than Option 2? That my friends, is Growth-Driven Design.
WebsiteGrowth-Driven Design is built upon an iterative process whereby you continuously adjust, refine and evolve your site over time. The goal of GDD: to produce a website that’s a critically valuable, lead-generating asset to your organization. GDD eliminates the hefty upfront cost and time risks, while providing you with an always-improving, increasingly user-friendly online presence. What? Is that even a thing? It sure is folks and we’re stoked to be on the forefront of helping businesses learn all about it.
Just like Google took over search and Facebook took over social media, Growth-Driven Design will be the future for website design projects. But, with any new concept, the implementation process comes with its fair share of obstacles.
Let’s dive into 6 ways implementing Growth Driven Design will allow you to jump those hurdles:
Incremental Change: Small, targeted, purposeful and incremental changes (such as changing phrases, landing page optimization, CTA placement, etc.) over time mean the website continuously progresses without becoming stagnant. You want to design in phases, being agile and adaptable. A wishlist of items to implement into the design and the ability to test a few must-have top priorities will remove the risk carried by traditional redesigns.
Change that revolves around your buyer persona: GDD is based on the notion that websites should continuously be iterated and updated to best reflect the business and align with the needs of the buyer personas. If you haven’t already, this is why you should spend quality time your buyer personas and identifying their most pressing pain points. GDD involves researching the behavior of your buyer persona to set reachable goals. You can then evaluate the design assumptions you implemented based on the user’s behavior while on the site and adjust where necessary. Eventually, you’ll be able to transfer rich and valuable insights to Marketing and Sales.
Fast and immediate implementation: The beauty of Growth-Driven Design is that you can kiss goodbye waiting 3-4 months for a final website design/redesign. Instead, you have an immediate launch pad site design that lets you start collecting data on your users’ site engagement right away and tweak it as you go. We’re talking one month vs. three months. Because waiting an entire quarter for a new website is painful.
Pay a monthly retainer: The average cost of a traditional website design is $30k, and you are essentially paying that upfront. With GDD you’re able to pay a smaller, more digestible cost of around $2-4k per month. This way, you better understand exactly what you are getting every month and can be confident the money you spend is being used at its highest potential.
On-going support: Instead of waiting 2+ years to implement changes, you can work with your design team to implement them into the strategy in real time. Business happens in real time – so should your website. Boom!
Everyone works together: The whole concept of Growth-Driven Design revolves around a proper strategy. The data gathered from constant analysis is produced by your design team, which also includes data from the sales team. This allows the design to change to create a better user experience over the course of the contract.
In our opinion, this approach just makes plain sense. Although this is a brand new process and may appear intimidating, the benefits far outweigh the trepidation about trying something new and it’s a totally logical investment. Websites must be carefully designed and well executed to capture leads and buyers. To ensure this happens, a business must monitor every single element of their website’s performance. And the Growth-Driven Design process, does just that.
At Stratus, we will help you create a peak performing website in half the time …..