Have you ever gotten frustrated with the apps on your phone needing to update every few days? Occasionally they update automatically, but if you've ever turned your WiFi off even for a few hours, by the time you reconnect there are 5, 20, or more than 50 notifications, in between all the notices, just for app updates.
Software development has been chewing on the founding principles of growth-driven design for years. Develop a core use case, launch quickly and iterate.
It's about time that this iterative methodology be applied to website redesigns. The benefits of growth-driven design far outweigh traditional website redesigns.
The goal is to minimize risk and maximize results. Seems like a no-brainer, but traditionally, website redesigns have been anything but a safe bet.
They tend to go over time (more money), out of scope (more money) and over budget ....(more money)!
So why is Growth-Driven Design any better?
Before we jump into the benefits, here is a quick slide share presentation I put together to showcase the benefits of Growth-Driven Design.
1. Does your website optimize results through data?
A lot of websites are redesigned, a 2-4 month process that tends to go over time and over budget, and then left alone for a few years.
A static website is outdated in a few weeks in today's digital word. The landscape changes so fast and people have more and more choices everyday.
If you are not responding to them, consistently giving them what they need and want, they will go find someone else who will.
And that all happen in the blink of an eye.
When correctly implemented, your website can drive results through your entire marketing and sales funnel.
2. How does your marketing use consumer behavior?
Your website can provide you with endless data and when you get comfortable with finding the right information you can arm the rest of your team.
Marketing can use this data to adjust how they communicate and attract fresh visitors.
How people move around your website and what they take interest in will fuel your content marketing and other marketing efforts as long as you're continuously driving change on the site.
3. How does your sales use consumer behavior?
People's behavior on your website can tell you a lot about how you are doing. Do they leave right away when they get to a certain page? Do they hang out on product and pricing pages? If so, what do they seem interested in.
Sales can use this data to provide more direct context to each one of their sales opportunities.
4. Time to use feedback from marketing and sales.
Marketing and sales are the front lines when it comes to communicating with customers.
They can provide valuable information for making updates to your website. Feedback on what messaging they respond to, what challenges they have, outside forces that they deal with and the biggest hurdles they jump over every day.
5. Stop waiting around forever to launch your new site.
Just get it out the door. You have no idea if a all-to-action on the right or on the left is going to convert better, unless you test it.
You don't know if your form at the bottom of the page is ever actually scrolled to unless you test it.
You don't know if people go right to your blog or right to your pricing page when they get to your home page, unless you test it.
So stop hesitating on launching your new site because the only way it's going to be anywhere close to "perfect" is through testing.
6. Put your resources to work where most needed.
When a traditional website redesign project goes over time, out of scope and/or over budget, other resources end of getting sucked in. Marketing, sales and service are sometimes brought in to pick up the slack and move things along.
The only things this adds is more stress to marketers and sales people who already have strict deadlines and quotas to meet.
With growth-driven design you can be confident that a baseline site will be delivered quickly elevating and concerns that you could end up taxing your other team members.
7. Real-time collaboration is critical to remain agile.
Due to the nature of growth-driven design, collaboration just kind of happens. Growth-driven design is built around quickly testing, learning and iterating through changes and collaboration is crucial to making this happen seamlessly.
8. Don't spend all your money with your eyes closed.
Focus on the results, laser focus on the metrics to achieve, instead of subjective design or other elements. A quote should focus on where the resources go. If the resources aren't tied to metrics then what just how much money (typically between $10k and $100k) is wasted... How much money was wasted waiting for your last website to launch?
9. Assumptions make an a%$ out of you and me.
When you produce a new website in a dark room by yourself (figuratively speaking) you end with a final product for YOU not the customer.
By making assumptions about how people will use the website, what they will click on, why they are going to be interested in something you are setting yourself up for failure.
Take a step back and ask yourself if you are truly using data to determine how your website should look, feel and function.
10. Delivered on time.
Websites can be complicated and tedious to redesign, but they can also be frustrating and annoying due to lack of focus.
Traditionally, website redesigns produce unreliable and inconsistent results. Which isn't actually a surprise. Trying to solve a ton of different problems without any data to inform your decisions is a giant waste of time.
Growth-Driven Designs are typically delivered on time because they don't try to solve all these problems out of the gate.
Instead, they freshen up the website's appearance and functionality to provide a solid baseline to improve from.
11. Launching a website is easy, scaling a website is the hard part.
Typically when websites are redesigned they are done with little to no data. Making it a little confusing to why so much time and energy is spent on the website without any data to back up decisions.
With growth-driven design we focus on quickly launching an updated website. There is no need for this part of the redesign to run over time or over budget. You're simply trying to establish a new baseline to test from.
Because digital marketing is such a popular tactic it makes scaling a traditional website pretty difficult. You can't possibly know what your users are going to want from your website unless you track and test it.
Growth-driven design focuses on launching a website fast and spending the bulk of the effort on scaling the website's operation and results over time.
12. Websites can be powerful and efficient.
Traditional redesigns miss the mark. Your website should be your most valuable marketing and sales asset. Creating a center location that is consistently driving fresh visitors and determining how to provide them with the most value is absolutely priceless.
The long term gains of building content for your audiences lifetime is how you generate a loyal customer base and grow your top line.
There is no turning back now
You have to start seeing your website for what it really is. It's your homebase and knowledge center for prospects and customers.
The amount of money you are leaving on the table with traditional website redesign will make any marketer reconsider their efforts. Growth-driven design, engineered by Luke Summerfield of HubSpot, solves the biggest headaches that come along with a traditional redesign.
High costs, large time investment, and often late and over budget, are just a few of the struggles currently dealt with.
Growth-driven design is a smarter approach. It's quick to launch to focus on using data, costs are spread out over time, and forces data-driven decisions.
Stop leaving your website static for two years only to give it a "face-lift" next time around. Instead, invest in a website redesign that produces month-over-month improvement.