Part 2
Your website is your most powerful marketing tool, and when properly built, it can also be your most effective lead generator. That’s because it’s your most effective salesperson, available to potential clients 24 hours a day, seven days a week. As a result, making a good first impression is even more critical, as it will be the first location where consumers will discover about your organization.
What is Growth-Driven Design (GDD)?
Growth-Driven Design is a flexible and data-driven approach to website redesign and marketing results. It takes the usual website redesign process and applies it in a more intelligent way to reduce the risks and issues that typically arise. The Growth-Driven Design strategy creates websites that are far more in tune with your target buyer and generate more and better leads for your sales team.
The Growth-Driven Design strategy focuses on getting things up and running rapidly while making incremental improvements. It’s never a good idea to let your website become dormant. A lot of upfront effort goes into designing the design, copy, page flow, and other aspects of a standard website project. Once a website is developed in this manner, it can take a long time for a corporation to revisit it and make adjustments.
When employing the Growth-Driven Design Methodology to build a website, the site is constantly adjusted and updated depending on user data and real-world results. This improves the user experience and gives a more direct path to becoming a customer.
The Three Stages of Growth-Driven Design
The Growth-Driven Design technique is divided into three parts.
- Strategy phase
- Launchpad creation
- Continuous improvement
Strategy phase
The strategy phase is critical because your website is supposed to inform and engage with your audience, as well as increase traffic to produce qualified leads for your sales staff. The strategy phase’s purpose is to figure out who your audience is and how your website can help them solve their problems. This will assist you in developing a website that generates more leads.
You’ll need to consider your ideal consumer, as well as their issues and aspirations, throughout this phase. How can you make it easy for people to find what they’re looking for on your website?
You should also undertake user experience (UX) research to ensure that you have a clear understanding on how to design the optimal trip for your target audience (not just one that your employees think might be good). You’ll determine the pain issues and needs your audience has in the “Jobs to Be Done” step, as well as what motivates them to choose your company’s products and services as their answer.
Launchpad Website Design
The Launchpad website is the second step of the Growth-Driven Design strategy. While many clients find this stage to be the most perplexing due to the differences in typical website design, it is still a crucial phase. Your team will reduce the tension and anxiety that comes with a website makeover by using data.
Unlike traditional web design, the purpose of GDD is to quickly create a website that looks and performs better than your current site while not being considered a finished product. The Launchpad serves as the foundation for your new site’s expansion during the ongoing optimization phase. You can test and collect data from real users interacting with the site without spending a lot of time and money by rapidly setting up a Launchpad site.
Continuous Improvement
The third step of Growth-Driven Design is ongoing improvement after you’ve identified your strategy and built your Launchpad site. The most significant distinction between GDD and regular web design is this. Instead of hoping for the best, you start identifying high-impact adjustments that will increase your leads and income based on actual user data.
Plan
Using a website performance road plan, layout the steps that will have the most impact on your present objectives. This is the most difficult part because there will always be other things to do, so staying focused on the data is essential.
Build
Create the highest priority items from the website performance plan in a targeted sprint. Include experiments to determine the effectiveness of these products.
Learn
Take a step back and look over the different tests you’re performing on the Launchpad site. Use what you’ve learned from your research and apply it to future website improvements. This is the most crucial step in the continuous improvement process since it allows you to obtain a better understanding of your target audience and how to meet their demands while still meeting your company’s objectives.
Transfer
The final phase is to apply what you’ve learned from your experiments to the rest of the company. The information gleaned from your website may be extremely useful in informing the rest of your firm and can even be used to improve parts of your business other than the website. In this way, your website may serve as both a lead generation engine and a data collection tool.
The results of traditional website design procedures are bad. Traditional website development and design methods may result in a beautiful site, but they are frequently built with a restricted view of your customers and based on many (often incorrect) assumptions about how to construct a successful online presence.
The website design process can be directed by your real site users and future consumers using growth-driven design. It’s a more intelligent approach to website development that eliminates the danger and frustration that come with typical website construction.
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