Why ‘Growth Driven Design’ Drives Massive Business Results

  • By Andy Fox

How many times have you entered a website, only to leave the site in a matter of seconds - because you found the content or the design/layout unattractive? Or you simply ran out of patience because the site took ages to load?

I suspect you’ve lost count of such bad experiences. I know I have.

How about the sites you own? Do they pass these tests for - speed, navigation, design, content, SEO, etc.,  with flying colours?

Well, think/test again because 38% of people will stop engaging with your website if the content is unattractive and 94% consider web design to be the reason why they mistrust or reject a website!

And one can only wonder how much of a damage such ‘traditional’ website designs can inflict to our businesses – right from poor traffic, low conversion rates to a shoddy brand image and web presence.

To tell you the truth, the approach we’ve traditionally taken to build websites is completely broken! 

Traditional Web Design gobbles up large amount of upfront costs; it's heavily based on subjective approach, takes ludicrously long time to develop and launch, and uses up much of our human resources to virtually bring every other department to a grinding halt – and the worse part of it is, when it’s done we’re out of scope, over budget and past our deadline; still scrambling to meet our marketing objectives and get the desired ROI.

But the good news is, that’s where Growth Driven Design (GDD) comes to the rescue – A smarter, alternative to the traditional web-design process, which is a dynamic, user-centric, malleable, scalable and agile web-designing process.  As opposed to being ‘subjective’, it is a data driven approach in building websites which grow and adapt with your marketing and sales goals - to drive massive business growth for your company.

Here’s an infographic from Flight Media on a quick comparison between Traditional Web Design process and the Growth Driven Design:

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So let's have a closer look at some of the benefits that a Growth Driven Design (GDD) can bring to your business:

GDD BENEFIT #1: Faster Implementation Time – Quick Launch on Low Budget

With Growth Driven Design, one of the biggest benefits is the time it takes to launch the website – which can be developed and launched within 4-8 weeks, as opposed to traditional web design process, which could take almost 3-4 months.

The idea is to simply go ahead with your immediate 4-5 pages, which the users will find most valuable – than trying to cram in every single page you’ve envisioned right from the start (a common practice with the traditional approach which drastically spikes the budget ($15K-100K) and increases risks.

The GDD approach is designed to initially focus on those high impact pages most relevant to your users and then the rest of the pages are gradually developed in response to the performance of these pages, obtained through user data.  The upfront costs for the launch pad for GDD sites can be as low as $2000 per month, which is a huge relief to your budget.

With the Traditional process the website is built as a ‘one time’ project based on subjective ‘assumptions’ and a rigid framework that can only be altered through a huge redesign ‘overhaul’ only once in (1.5-2) year period.

GDD overcomes such systemic risks inherent is such ‘set it and forget it’ mentality, by allowing the sites to be ‘flexible’, where changes can be made gradually in accordance to technology and as dictated by user behaviors – to bring better functionality with the website and align its outcome with business goals.

GDD BENEFIT #2: Actionable Insights - Driven Through Real User Data

What sets GDD apart from the Traditional process is – right from the initial launch with those high impact web pages, every decision made on the content, layout and design elements is based on actual data.

A traditional web-design is entirely based on assumptions and guesswork from the designer to the CEO of the company and often lacks the right perspective that can only come from outside the team – the users with actual needs.

To start with, personal data and educated assumptions are utilised to kick start the ‘Launch Pad’ with the ‘minimum viable website’ in GDD. As soon as the site goes live, user data are tracked to obtain feedback on behavioural patterns and preferences of the users – and every change made thereafter is driven by info or ‘Actionable Insights’ obtained through these user data.

Such Actionable Insights will be consistently weaved into marketing and sales strategies to maximise performance of landing pages, CTAs, SEO, marketing campaigns and sales calls.

Whether it's the number of site visits, bounce rates, blog views, blog subscribers, leads captured, products/services purchased – every type of data (Quantitative and Qualitative) can be extracted to deduce ‘Actionable Insights’ to implement more thought-out conversion strategies and Inbound Marketing initiatives.

However, it's necessary to track the ones that align with your present strategies and objectives rather than chasing every bit of information the user engagement generates.

Example 1:

On how ‘Actionable Insights’ can be deduced through user data:

Quantitative data: Visitors are bouncing off this product page leaving your site at a rate of 80%.

Qualitative data: The product page consists of ‘motor parts’ when it actually says ‘medical equipment’.

Example 2:

Your landing page with a ‘lead capture’ form is only converting at the rate of 2%.

Your assumption could be – “I need to add more testimonials and social proof to persuade and increase conversion rates.

But the reality is – The form is way too long to hold users’ patience to complete it.

Actionable tips to avoid such mishap is to always have a deeper understanding of the ‘user personas’ intent and compare and perform multiple tests (with the landing page) to bring out the desired outcome. 

Qualitative data can also be obtained by interviewing or surveying current customers and prospects and using tools like HotJar to see click heat map recordings.

GDD BENEFIT #3: Continuous Improvement – Flexibility

After the initial launch, GDD goes into the Growth Driven Cycle (Plan, Develop, Learn, Transfer) for approximately 10-11 months. This is where the website goes into a continuous improvement and validation process.

This flexible nature in the design puts the site into an ‘always evolving’ mode. Unlike static webpages of the Traditional model, GDD focuses on conducting constant research, testing and analysis of consumer bevaviour through user data, to make timely improvements on UI and UX.

The purpose is to focus on the user experience, monitor key performance indicators, make informed adjustments and keep reiterating the process indefinitely to maximise marketing and sales goals, and keep the business running at peak performance.

The GDD approach constantly provides scope for testing out new ideas; to see what makes your site more effective and what keeps your visitors engaged makes them feel valued. The continuous adjustment and improvement framework helps you to stretch your wings and try new possibilities without the fear of costly redesigns.

Summing it up…

Growth Driven Design is a ‘disruptive’ approach to web designing that has redefined how businesses should operate in the digital era - where ‘user experience’ is the primary building block for growth and success.

If you'd like further assistance or would like to discuss anything covered today, we'd love to hear from you.

Call Andy Fox (me) on (03) 5249 5570 or email andy@element7digital.com.au

Our Website is element7digital.com.au 

Andy Fox - Author

I have a firm belief there is only one great challenge in life… And that is… To be the best version of you possible. I have lived my whole life to this tune. I love that I am not perfect and I love that every day I get up and make at least one change in my life that makes it better, one change that takes me closer to my life’s goals.

More about me, visit: andyfox.com.au