December 19, 2016
Your company's website is the most important member of your sales team. It's the first place your prospects turn to before doing business with you. Keeping your site current and relevant is essential to growing your business.
Traditional website design is a long and costly drain of resources and detract from your companies business goals. The result is often a static, dated virtual brochure that focuses on products and features, rather than user needs and value it brings to them.
Learn the best Growth Driven Design methods and understand why this is the way to grow your business in 2017.
So what is Growth Driven Design exactly?
Growth-driven design or GDD is an agile web design process that gives your company a cost-effective and profitable way to improve your online presence. Working with an agency that takes the GDD approach will boost your company's growth significantly - here's how it works:
Sounds good already - right? The cost of designing a traditional website is massive. Quite often, as the site is taking shape, client will request additional changes outside the scope of the original agreement and that will force the project to run over budget.
GDD is a phased approach keeps costs under control and removes the risks that come with the singular budget. As the cost is divided into monthly instalments, you stay in a full control over your monthly payment schedule. This will help to maintain the transparency with the agency and budget can be adjusted each month.
Traditional website design takes longer to complete - at least three to four months longer. And the bigger the cross-functional team, the greater the risk of delays.
GDD will allow you to go live with a launch pad website within 45 days. Your trusted agency will then continuously analyze user interactions on your website, and use this data to work on improving the user experience to grow your business. This gives a clear data based idea of how to improve the site, turning the whole process into a user-driven design project. Focusing only on your products and features, rather than the user is impersonal and will lower engagement and conversion rate of your visitors.
GDD puts the user first by allowing you and your agency to continuously fine-tune your launch pad website based on the way users respond to it.
Extensive planning and analysis of user needs and behaviors is essential to website design. Traditional web design can limit and restrict post-launch improvements based on your user behavior. If the project ends with the site's launch, you won't be able to use none of that user data.
With GDD, you can use the information you and your agency have gathered from user interactions on your launchpad website and make continuous growth-focused design improvements.
Bad news incoming - launching a sexy website and assuming that it will cover your marketing and sales efforts simply isn't going to work. To be quite frank, it never really worked 100% and traditional website that is built in a hypothetical world is only good for, well, a hypothetical world really.
The agile nature of GDD is changing that. You, together with your agency, can continuously tweak your site with content that's in harmony with your visitors buyers journey. This is the simplest and most effective inbound marketing and sales strategy you can adopt for your business in 2017.
For sites designed in the traditional way, user engagement is stagnant without data-driven improvements.
GDD lets you and your agency continuously find and implement ways to engage users actively.
Here’s what Luke Summerfield from Hubspot had to say about Growth Driven Design approach:
“The user dictates what your next actions should be. For example, we may think, "Okay. We have five different things that we could do here on this page. But how are we going to make that decision?" In the traditional model, we would have went in the back room, did some research, put all these things together, and launched what we thought, which of those five options we thought was the right one. User-driven process is when we give the options of all of them, and we see how the user interacts. Based off of where the user interacts and how they interact with each one of those options, the user decides which one of those options we should do. It's the user that is guiding what our next action items are. The user decides where we should focus and what we should focus on. Again, user-driven process.”
Due to constraints on updates, traditionally designed sites are often full of missed opportunities when trying to increase conversion rate.
The flexibility of GDD gives you and your agency a chance to experiment so you can improve on opportunities that are converting well, and eliminate those that aren't. This in turn reduces the resource commitment.
Website design projects require a team of stakeholders across organization. This means that resources get pulled away from several departments to focus on site design, instead of focusing on their department's business goals, for months.
The first month phase of GDD is far less resource-intensive, especially when agency is doing that work for you. After your launch pad website is up and running, you can share data and get buy-in from other departments effectively and efficiently. Try to imagine that monthly chat with your superior, where he is actually impressed with the user generated data you have shared with him - dream come true scenario isn't it? I hope that if you have read my piece this far, you can see already that it doesn't have to be a ‘dream’ at all.
Launching a site designed in the traditional way is a bit of a gamble - you can make very educated assumptions with respect to your experience, but there's always the risk that your assumptions are way off. GDD minimizes this risk, as the launch pad site allows for a trial-and-error run that provides you and your agency with user data that you can use to ensure success turns into a habit that you will want to keep.
And when is comes to traditional web design deadlines and budget - this is just a pie-in-the-sky figure. As development progresses, you will often find yourself facing delays and costly out-of-scope changes that you had no intention to inflict in the first place. Because launchpad website acts as the foundation of a continuously improving sales and marketing tool, there's no requirement for absolute perfection, making it easy and cost-effective for you and your trusted agency to meet the one-month goal of the phase 1 completion.
Designing your company's website doesn't have to be an expensive drain on your resources. Working closely with an agency and exploiting the GDD method of designing websites can help your business scale massively in 2017.
Align your design efforts with our "Six Step Methodology".