What is Growth Driven Website Design?

Website redesign - These two words are often enough to strike fear in the hearts of marketing teams and business owners all over. For a business, these two words mean focusing on planning, conducting audits, and carrying out site-navigation exercises. Moreover, the frustration over scope and budget keeps escalating.

The marketing team of an organisation has to deal with all these time-consuming design issues and shift focus away from the essential, routine activities. Here is where growth-driven website design comes into play. It allows marketing teams to optimise website design without compromising on business goals. Here is a mini-guide to help you understand all about growth-driven website design:

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Defining Growth-Driven Website Design (GDD)

Growth-driven website design is the redesign or agile development of a website in intentional increments. Risks minimised by focusing entirely on the data, and re-design or site launch driven by audience-analysis; This enables you to make alterations based on the current analysis of the needs of the visitors on your site as well as your lead conversions. The process of growth-driven website design is iterative and has three major development phases, explained as follows:

Phase #1:

• First, you need to start by thinking strategically to determine your basic assumptions about the users of your website. Evaluate their needs and objectives.
• Conduct extensive research to find out whether your assumptions are correct.
• Once you have successfully evaluated your buyer’s interests and requirements, you need to move on to brainstorming a wish list for your website. List all the things that you want in your site. Now separate the top 25% things from the list that you think will have the greatest and most immediate impact on the users.
• Now that you have determined your top priorities, you need to develop a website with those core features and launch it. You need to perform this step at a quick pace without compromising on the quality. Your main objective is to get the website live for your audience so that they can provide you with feedback and help you move forward to the next phase.

Phase #2:

• Now you need to have a LaunchPad Site set up, will be a malleable platform that looks and performs better but shouldn’t aim for perfection at first. This LaunchPad website will evaluate the live presence of your newly formed website and will allow you to understand how to develop further and optimise it according to user behaviour.

• This approach provides you with some major benefits. First, your website will be up and running at a faster pace. Second, the cost of launching this temporary site will be quite low compared to the large sums of money you would have to spend on a more traditional, complete redesign effort.
• Remember that your LaunchPad site isn’t the final release. Instead, it helps you collect data that you can use to better the functionality of your actual website. GDD recognises the importance of continual modifications and allows you to improve as you go about your redesign process.

Phase #3:

• When it comes to growth-driven website design, the fundamental principle is to experiment continuously, learning from your extensive analysis and improving your website accordingly. While developing the content of your site, you need to consider the usefulness of your site, experience of the users, increasing your conversion rates and ways to best tailor the platform for the targeted audience.
• Next, you’ll move towards the design and wireframes, and then programming and development. Yet your goal will remain the same and you need to continue optimising the user experience.
• Once you’ve successfully planned, developed, and learned, you can continue learning and sharing your knowledge and data with your marketing and sales team using all-in-one platform solution.

Adopt the process of growth-driven website design to achieve your desired business goals without shifting the focus of your client faced teams. HubSpot created a workbook for planning your next website redesign with guidance + templates to simplify your project.