Growth-Driven Design solves the major pain points of a traditional website redesign process, this is well known. Getting a clear ROI of regular website changes is vastly better than unweldy redesigns.
Less well known, but equally powerful, is the key user marketing and sales data provided through GDD.
Testing different hypothesises with the continuous learning cycle leads is validated learning that strongly informs other departments. The continuous learning cycle includes 4 major steps. Plan, Build, Learn & Transfer.
Here we are going to focus on the transfer step.
Transfering knowledge from one department, one team, to another is an essential practice, especially when the knowledge revolves around the customer's experience.
If sales doesn't know what content a lead is interested in the experience is going to be less personal. If the marketing team doesn't know how users behave on the website it is going to be difficult to optimize conversions. Developers will focus only on technical issues unless sales and marketing can clearly define objectives.
The purpose of transfering knowledge from the website to marketing and sales is to bring all the other teams up to speed on the newest website user learnings.
Providing these front line insights to marketing and sales can help to close the loop on starting from very first website interaction. Understand your customers, potential and confirmed, from the first moment they open your site.
How To Inform Marketing & Sales
At the end of every learning cycle you want to report on your findings and either validate or invalidate your assumptions.
So long as your marketing and sales teams know what is being tested, even invalidated tests help. If a test didn't work, it is important your team knows that and knows to form a new test around the results. If a test works, well, it is more obvious what to do next of course.
Start by reviewing your overall goal progress. How much progress have you made towards your annual objective? Or annual stretch goal? How much further is still needed to go and are you on pace?
Answering these questions when transfering knowledge to marketing and sales teams helps everyone see the real impact of goals.
After reviewing goals, review what actions were completed during the tests. Typically you are going to transfer knowledge at the end of a testing cycle to other managers, executives, and others who haven't had direct involvement with the work.
Including what actions were taken and disecting them, to determine each ones impact, will spread the knowledge of how to improve efficiency and productivity across your team and entire organization. You'd be surprised how powerful website data can be for teams that seem unrelated at first.
What experiments were run, what was tested and why it was tested will help you fit each test cycle into a larger picture.
By sharing the testing you will not only better focus your next experiments by talking through the process but also reenforce what works and what doesn't to your whole organization.
It's just as important to not assume too much, part of the testing is to experiment with what you know and with what you don't know. As long as you have a record of the tests you've ran, and ensure you don't retest what you already know, try different ideas. If you're unsure of how a piece of content will work or a landing page will convert, go ahead and test an idea!
Then you want to create recommendations. Take your specific user findings and craft specific action items with the marketing and sales teams.
Since you are the one tracking and mapping how user behavior on your website, make sure you work with marketing and sales to get the best results. Other teams might not be able to decypher the website data.
Guide how the data will be used. Show marketing what traffic metrics are important to focus on and how the leads were generated. Sales too should know this data so they can close properly.
Finally you want to include any necessary education that may be needed to give the right context, present right from your documentation.
Keep the frequently asked questions focused and publish a page with the other teams that everyone can answer from and refer back to. This can help everyone reference your suggestions and supporting documentation.
Behavior is the new data.
Tracking events and gathering feedback is the future of web design and if your marketing and sales are positioned to take the data in smooth handoffs, doors open quickly to convert leads then transition right back to testing and learning.
Both inbound marketing and inbound sales are only as strong as the personas behind them. Your marketing and sales need all the information they can get and can help you in return!
Your buyer personas/target market are the most critical aspect of a growth. The better you can communicate with your ideal buyers the faster you'll grow.
Important! Although not mentioned too much above, this can happen in one team! Or evem with just one practitioner.
By ingraning Growth-Driven Design principles in your mindset, as well as how you approch your site development, you immidiately shift from a static website to a dynamic experience with a whole weath of page analytics, tracking event completions, and more user data to provide marketing and sales with.
Do you use you website to influence marketing and sales efforts?