If you follow HubSpot on Instagram then you've seen the recent story about obnoxious office buzzwords. "Baked" being one of them, is used when inquiring about a project's progress. "Deep Dive", more commonly used buzzword, is used to describe examining something in great detail.
Growth-Driven Design sounds a bite like an office buzzword, except this one has a little more umph behind it. Is it a little clunky to say, sure, but it is the perfect way to describe the underlying process.
The Old Playbook: Traditional Website Redesign
First, website redesigns are frustrating. The traditional website redesign process is broken and can't keep up in this fast-paced world.
The challenges that come with a typical website project are enough to give you a splitting headache, not to mention the unreliable and inconsistent results, signs that there has to be a better way.
Consumer-brand communications are almost 100% digital in nature among new companies. Mostly because that's where they find their audiences and engage with them. Nobody wants to make a special exception to incorporate another brand into their life.
This outdated playbook is not a sustainable practice for that much longer. You might say that it's being replaced because it hasn't adapted to the changes in buyer behavior or to the amounts of data companies have access to.
The New Playbook: Growth-Driven Design
Growth-driven design is a smarter approach to website redesigns. Using data to drive optimal results relives a lot of the frustrations and stresses of a traditional redesign because everyone know why something is being done.
Growth-driven design starts with developing a strategy to position the website as a revenue machine in the eyes of the stakeholders.
Then a new website is quickly launched (30 days) to set the baseline for future testing. Once you have established your baseline you want to improve it overtime.
You then implement a continuous improvement cycle consisting of four steps, plan, build, learn, transfer, to improve the entire website experience and value.
Due to the iterative approach to growth-driven design, costs are spread out overtime and risk is much lower. You're not forking out tens of thousands of dollars for a website that's being built on assumptions. Where's the ROI in that?
Since the focus is getting a healthy website out the door and establish a baseline, you don't waste a lot of time with relatively small changes/updates. This keep the launch on time and on budget.
Growth-driven design is 100% data-based where all good decisions are made through a.... "deep dive" of the data and details to provide the quickest possible ROI.
All of this contributes to a consistent month-over-month improvement of your results.
Growth-driven design, while it may sound a little funky to say, works wonders in practice. A lot of websites are setup as the hub for marketing, sales and service, but don't function as they should.
You have to take the time and really think about your web experience and how that contributes to someones overall experience.
The amount of money you leave on the table leaving your website static for a long period of time would amaze you. My challenge to you is to determine, using this simple workbook, how much money you are leaving on the table with your current website.
If you have any questions for me you can always reach me on twitter or book some time on my calendar right here.
Why aren't you consistently updating your website?