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Growth-Driven Website Design Fundamentals

Growth-driven website design is the new standard for delivering optimum results that’s measurable and customer insight-driven.  It is simpler, agile, data-driven and faster. It reduces the complexity of traditional website design and leads to more profits. 

The normal conventional website design model is completely flawed. As a business or a just getting started entrepreneur, traditional website design leaves you open to lots of risks and do not produce the optimum result. 

In this article you will learn:

  1. Why websites are very important
  2. Why conventional website design isn’t the best.
  3. How to get started with Growth driven website design
  4. Growth driven design process and implementation 

Read more details below.

At Swicdigital we get web design request daily. Believe me when I say that most businesses have come to accept traditional web design methods as the standard way of building websites and it’s costing them business time, money & opportunity for business growth. 

I am glad to tell you there is a better way, a new way to approach building and maintaining websites that holds tremendous potential for both small and large business growth.

Why are websites very important

Your website is your greatest marketing assets & it’s at the centre of all your marketing activities. Your website is the best salesperson, it’s a place where you direct all your marketing effort, where prospect come for information as they seek to buy your product or service. 

Additionally, it has been said that a prospect has already moved through 70% of the sales process before reaching out to your company. All these reaching out happens on your website.


Why conventional website design isn’t the best

As important as our website are, the way we are building and improving our website is fundamentally flawed. Should I ask you to think about your previous website design process, what will come to your mind mostly will be how crazy the overall experience was. I can tell you spent lots of time, energy and budget to go from beginning to completion. 

If you have been involved in a Webdesign/redesign, likely it was a horrible process for you and your team. A process filled with systemic risk and headaches. 

Growth-Driven Website Design Fundamentals

Some Risk of conventional web design

  • Large upfront: The average small to the medium-sized business website in Nigeria will cost anywhere from $500 – $15,000. A very big amount for most businesses. Businesses usually pay in full before measuring the impact a website is going to have on their business. 
  • Large resources and time commitment: An average business website takes 3 months to complete, requires lots of resources and energy from everyone in the company. Remember until your website is launched, you barely get any result
  • Unpredictable Guarantee in performance: At the end of the design process, it’s hard to determine if the website will improve the overall business goal after all the resources, time and money put into it
  • After launch, a business website sits for 1-2years without any major update. The business might execute small update like blog content, one or two change here & there but without any change to the websites core features. 

Getting Started with Growth-Driven Design

Growth driven design is a completely new approach and way of thinking about building & growing your website. The three-pillar of growth-driven design are as follows: 

  • Take a systematic approach to reduce launch time & focus on the real impact
  • Continuously learn & improve through analytics
  • Inform everyone in the company about what was learnt during the process. 

Growth-Driven Design Process

The growth-driven design process is divided into two major phases:

  1. Phase 1
    1. Strategy
    2. Wishlist
    3. Launchpad website
  2. Phase 2
    1. Plan
    2. Develop
    3. Learn 
    4. Transfer

Let’s dive into more details of Phase 1

Strategy

In this stage of develop a rock-solid foundation that you can build the process upon. You can do that by following the steps below:

  • Set Goals: As yourself and your team about the performance goals you are trying to achieve using your website, the impact of the website in your business, how you have performed when you had no website or when you had one previously. 
  • Create a persona: A persona is a fictional representation of your ideal customer. You can create as many as you want as long as it will have an impact on your business growth. Hubspot’s persona generator will help you generate personas easily.
  • Quantitative Research: Dig deep into the data of your previous customers both offline and online, you are sure to notice patterns and drop off that can help you uncover opportunity for improvement. Reaching out to your existing customers in person also helps too.
  • Have a Global and Page Strategy: your front page and individual pages should incorporate or be designed with the result of your quantitative research. This enables you to engage your customers each step of the way. 

Wishlist:

This is where you bring your team together to brainstorm every impactful, creative and innovative idea including features that should be included on your page. At swicdigital, this is one of the most creative parts of the work we do for the client.

Some brainstorming ideas can include:

  • Key impactful website section and pages 
  • Marketing assets too and resources
  • Features, modules and functionality
  • Design element 
  • User experience 

Also, Your wishlist should include both immediate and non-immediate action to take while building your website. These are some actions you keep re-prioritizing over time. 

LaunchPad Website

A launchpad website is the starting point from which all your other growth-driven design activities and improvement begin. As a business owner, avoid getting stuck on analysis, features and content while building your launchpad website. Your site should be launched quickly and doesn’t have to be perfect. At swicdigital we build a launchpad website in an average period of one month. 

The size and complexity of the website will depend on what you have on your wish list. One good step is to follow the 20/80 rule, where you choose only 20% of the most important feature on your list, build it and launch quickly. 

Web Process steps

Once you have identified the most critical idea on your wishlist to include on your launchpad website. You can run this list through the standard website implementation process. 

  • Messaging and content
  • User experience & site architecture 
  • Inbound marketing strategy alignment
  • Wireframes 
  • Designs 
  • Quality assurance & testing

Phase 2. 

Image showing Growth-driven design process

The Growth was driven design cycle. 

The entire cycle revolves around the personas visiting your website or interacting with your brand offline. It has four steps: 

Plan

At this step, you will be identifying the most impactful item on your wishlist and plan to implement it on your next short term site improvement cycle. Here, you will also brainstorm and prioritize your wishlist based on new data you have collected from your launchpad website

Develop

After phase one, you now have the most useful item to work on. Its time to start implementing them on your site. Each item you implement should not be considered final but an experiment to see the impact on the performance on your website. 

When your experiment goes live, you may want to consider “Social media, PPC, blogging and SEM) to specifically drive traffic to that section of your website and start collecting data.

Learn

After experimenting and collecting data, you can move on to learning phase where you review what information you collected about your website visitors. Based on the information you collected, you can then disprove or validate your experimental milestone.

Transfer

This is the last part where you transfer what you have learnt to other parts of your business so they can come up to speed. The more you know about your customers, the more tailored your company services will become. 

REPEAT, REPEAT, REPEAT

Once you have completed the cycle with a set of completed items on your wishlist, go back to the beginning & start planning the next cycle. As you repeat, you will learn more about your customers and experience more success. 

Looking for a company to take your team through the growth-driven design process? Leave a message to get started.

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