What's the Process of Redesigning a Site the Growth Driven Design Way?
Just as cold calling and the yellow pages have gone out of style, so have traditional website redesign projects. With Growth Driven Design (GDD), the concept is simple: consistently improve your website’s user experience over time.
While Growth Driven Design follows a particular process across the board, it’s the data used while implementing this process that is the real game changer.
1) Launchpad Site
A launchpad site is the starting point for your new re-designed website. The goal behind a launchpad site is to create a solid foundation built on strategy. It’s extremely important to focus on the end goal of your website, which is satisfying your buyer personas and converting customers.
When creating a launchpad site, a website wish list is key. On this wishlist, categorize what you need to have on your site vs what you would like to have on your site. What is absolutely necessary in order to fulfill your site’s purpose is what your launch pad will consist of.
2) Perform a Website Audit
Once your launchpad site is, well, launched, conduct an audit to see how visitors are currently interacting with the content. This is where Growth Driven Design really kicks in.
By analyzing visitor data, the following opportunities can be found:
- Points of Conversion:Find where visitors are dropping off or getting lost. The sales funnel should be as easy as possible to follow throughout the site.
- Website Traffic: While having visitors convert to leads and customers is the end goal, the most critical part is getting people to your site in the first place. Investigate how well blogging and social media practices are bringing in traffic.
- User Behavior: Having a user-friendly site is absolutely necessary. With heat mapping tools likeHotjar, it’s simple to physically see how people are engaging with your content, from scrolling and clicking behaviors to how long they stayed on any given page.
3) Implement Improvements
The second phase of Growth Driven Design is where the information previously gathered is put into effect. GDD focuses on incremental improvements and ongoing development where the user experience and functionality of your site is the primary focus.
By implementing feedback continuously, small changes are made in order to give your visitors exactlywhat they are looking for.
So, how long does it take?
Growth Driven Design is a continuous cycle following four steps: Plan, Build, Learn, Transfer.
In each stage ask yourself these questions:
1) Plan: What are my action items? What do I need to focus on to increase traffic and conversions on my website?
2) Build: How can these action items be put into effect?
3) Learn: Did action plan A drive results? How does action plan A effect action plan B?
4) Transfer: Are these efforts coordinating well with sales? Is there an increase in ROI?
Because GDD is a continuous cycle, these four stages are weaved together with strategy. From transferring site analytics to the rest of your marketing and sales department this leads directly back into planning for fresh ideas and even more innovative changes in order to optimize your online presence.