As a customer, would you rather have somebody tell you what you want while they are handing it to you, or ask you what you want, pay attention to your response, and deliver accordingly?
The answer to this question is the fundamental difference between traditional website design and growth-driven design.
With traditional website design, you strategize, design, build and launch a fully-functional website. You (symbolically) tell your customers, “Here it is, world! We’ve launched a brand new, beautiful website for you! Now, hop to it, come visit and convert!” However, even if you’ve included extensive research and buyer persona creation in your website development process, you won’t truly know if the website is resonating with your intended audience until it’s live and you can track how it’s being used. These costly possibilities exist:
- Entire areas of your website are rarely visited or used, so they are essentially a waste.
- Your website does not convert as you expected, either because you were wrong about how visitors would use the site, or because during the time you were building the site, consumers’ online behavior evolved, making your brand new website obsolete.
That is a crying shame.
Check out our next blog in this series: Building Websites That Work With Growth Driven Design
With growth-driven design (GDD), you ask your customers what they want by launching a foundation or “launch pad” website, tracking and analyzing your audience’s interaction with your site as well as their overall online behavior, and evolving your messaging strategy and additional site development according to that visitor behavior. Growth-driven design strategies allow your business to:
- Save money. GDD eliminates large up-front financial investments, because the budget and team is focused on launching a highly-strategic but minimal website. User behavior determines where the next focus should be. Instead of trying “boil the ocean,” resources are focused on getting each small piece of the big puzzle right before moving on to the next piece.
- Save time. Because the first launch phase of GDD is a launch pad site that will grow over time, you are up and running much sooner than with traditional web design. (We’re talking possibly weeks vs. months.) Because each step of GDD is determined by actual user data, resources are not wasted on incorrect hypotheses. And if a hypothesis does turn out to be wrong, growth-driven design allows you to…
- Change with the times. Because GDD is laser-focused on small pieces of the big puzzle, it is by nature a nimble process that allows you to change strategy and direction as the need is dictated by your audience or by consumer behavior as a whole.
- Stay fresh. With a GDD strategy, you are continually building onto and enhancing your website. This ongoing evolution keeps your website relevant for users, and it also is great for search engine optimization - Google and other search engines love new content.
Growth-driven design is nothing to be afraid of. There is no question that it runs completely contrary to the way websites have been developed in the past and goes against the grain of everything you expect a website project to be. It may feel like too little, way too fast. It is minimal, and it is fast. That’s the point, because we can’t understand what is going to truly resonate with your audience until we see your audience in action. Growth-driven design is based on every business’ desire to understand and deliver exactly what their customers are looking for. Isn’t that what you want to do for your customers?
So what do you think? Is it better to ask or tell? Are you using growth-driven design, or do you have questions about it? Talk to us in the comments!
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