When companies think of a website redesign, they often think of taking time off from their traditional marketing strategies to focus solely on the website. They take educated guesses at the way the website should be set up, hire someone cheap and add recent accolades and experience in their industry.
However, the market is constantly shifting. The needs of the consumers are changing more often than every two or three years.
Growth Driven Design is the process of web design that coincides with marketing. Instead of a three-month focus on site redesign every couple of years, many companies are opting to choose continuous improvement and a more analytical approach towards their site.
Instead of planning everything at one time, growth driven design offers short term goals combined with testing sessions to fine-tune and create less risk and cost… and a more effective website in the end.
Marketing matters for any growing business. Rarely can a company afford to take three months off for an entire website overhaul. To add to this, often the content may already be dated, or sometimes not even relevant, by the time the entire redesign is finished. With growth driven design, you get to learn how users interact with your business’s site and make informed improvements based on the data you receive from your website’s analytics. (check out the info below to learn more about what type of data / analytics you can learn from your website)
Here are some of the benefits to growth driven design:
- Less risk. In traditional web redesign, a large initial investment takes place that is usually out of the regular budget for marketing. It takes away several months of marketing work and is often a much slower process. With growth driven design, the investment is typically in monthly intervals with continuous improvement to the site. The first phase will take place over one month, with monthly changes taking place after that. These shorter “sprints” are less risky and less costly. Small changes you make to the marketing of your business via your website will provide valuable insight, but are also changeable.
- Regular analytics audits. When you participate in any web design, the main question is often what your target market is like- who they are and what they care about.Through analytics audits, you will see how users arrive at your site, how they access it, how they interact, and why they leave. Your company may have one target audience but find that your site is reaching a somewhat different range of people. These analytics are noted often, rather than just one time before a big overhaul.
- Regular improvements. After the original phase is finished with the site, we can now come back to look for new ways to boost conversions, improve user experiences, and personalize the content that the site is providing to users. A good marketing firm will generate reports about the traffic and leads that are coming from the site. Google is the leading search engine, with 64.4% of the market share. It’s important for companies to note the keywords that brought users to their sites, and what page they may have decided to leave from.
- Plan, develop, learn and transfer. Every month, your site data is gathered to compare the performance of the site with the concrete goals set at the beginning of the project. With that information, you will develop targeted marketing campaigns, which will validate or kill the assumptions that have been made about the users of your site. You will then share what you’ve learned with your marketing team to make changes to the planning for the next month.
- Your website becomes purposeful. Through monthly adjustments, the purpose of your website is fulfilled. Rather than being a stagnant brochure on the internet that potential customers don’t really want to read, growth driven design helps your website work for you by generating more leads and further educating potential customers. According to recent studies, you only have 10 seconds to tell a potential consumer what they can get from your company. Your website is a valuable asset that can show your prospects what you can do to solve their problems and make their lives easier.
- Keep up with technology. The world moves faster everyday and the interest level of potential customers is dwindling. 4 out of 5 customers now shop on their smartphones. To help grow your company, you need to answer the right questions for prospects. Users want to know if the product you offer is what they are looking for, if it solves their problems, if it makes their lives easier, and if it is good for their company. Growth driven design helps you make sure that your website is making that answer a clear yes or no. If it is a yes, you just acquired one more lead that’s is already vetted to be a good fit for your company. If it is a no, you saved your salesman time so that they can continue to work with prospects who are a good fit.
To learn more about how growth driven design can help your business reach its growth potential, get a free inbound marketing assessment. We’ll work with you to identify how to make your site easier to navigate, understand and improve upon. We’ll also give you some tips on how to start generating leads as quickly as possible.