Article created for Attract and Convert (web design and lead generation): October 2016
One third of marketers were not happy with their company’s last website redesign. This statistic highlights a significant problem with many traditionally designed websites – they simply weren’t constructed with marketing or sales goals in mind, and as a result they are failing to attract and convert customers, which surely is the point of a website in the first place. Traditionally designed websites are often based on no more than an educated guess as to who or what your customers might like, or worse still they happen simply because your site hasn’t had a redesign in a few years. You probably wouldn’t take such a ‘hit and hope’ approach to your shop. In your store, you create attractive front window displays and make offers prominent to encourage customers in to browse and hopefully to buy. You tinker with the layout of your store and over time you get to know what your customers like. You wouldn’t keep the layout of your shop static for 2-3 years, so why take this approach with your website?
What is Growth Driven Design?
A website that’s built using the principles of Growth Driven Design (GDD) turns the static ‘build it and leave it’ attitude to website construction on its head. GDD aims to minimise the risk of a traditionally designed website by harnessing a more systematic approach, using data rather than guesswork to make changes that will drive more traffic and convert more business. A ‘launchpad’ site is an interim website that gathers information on your customers and how they interact with your site. This data-gathering website takes weeks rather than months to set up and doesn’t require thousands of pounds of investment, enabling you to focus on running your business.
Growth Driven Design requires a different mind-set. It’s strategy based. The idea is that you and your web developers use data taken from the launchpad site and combine this with your marketing and sales goals to create a website that is actively attracting visitors and converting them into customers, rather than the shot in the dark approach of traditional website design. With this approach, you have no idea if your site is actually working or not, and if not why. You also have no means by which to make any significant changes to an under-performing site until your next redesign, which still might not fix the problem.
Why traditional web design fails
Let’s be honest, the process of creating a traditional website is a long hard slog. Only 49% of website redesign projects finish and launch on time and are frequently over budget. When you do get your new website, you soon discover that it isn’t very responsive to change, and, perhaps, isn’t even creating very many sales, leaving you lumbered with a poor performing site and an empty pocket. This is because the amount of money you spend on a redesign is not a good indicator of success. Just because you’ve forked over thousands of pounds and waited months for your site to launch doesn’t mean your website is suddenly going to start converting lots more customers. It won’t do this because the changes made during a traditional website design are usually cosmetic or based on best practices, rather than tailored to data gathered from your actual customers.
A website that’s always learning and improving
A website that adheres to Growth Driven Design is constantly being tested and analysed in order to learn more about your customers and how they interact with the site. This will provide vital information that will help you to develop marketing and sales strategies that convert more visitors into customers. With GDD you will clearly be able to see which sections of your website might be hindering your customers and getting in the way of a purchase, and crucially, you’ll be able to fix these under-performing areas quickly, rather than having to wait 2 or 3 years until your next redesign.
Growth Driven Design is the equivalent of having your car regularly serviced, instead of waiting for something to go wrong. You improve your website bit by bit, each stage being informed by data and not guesswork, so that eventually you have a website that is running at its peak performance – attracting and converting customers and increasing your business.
If you’d like to learn more about Growth Driven Design then contact Attract and Convert.