Just as your business grows and evolves, so too must your website. Growth-driven design optimizes your website based on real user data, ensuring your site best supports your business goals.
Growth-driven design succeeds in minimizing the risks of traditional web design through a systematic approach that shortens the time to launch by focusing on real impact, and continuous learning and improvement.
Continuous learning and improvement are particularly important since GDD is an iterative, ongoing process that contrasts with a traditional website redesign, which tends to be an all-at-once event. Rather than planning to do everything at one time, GDD focuses on iterations, or “sprints,” for shorter timeframes (which are less risky and less costly).
Rather than undertaking a site redesign every two to three years with stale content that no longer aligns with the organization’s priorities, GDD succeeds by making informed performance improvements to your site based on testing, continuous learning, and research that’s derived from visitor behaviors on your site.
Instead of monopolizing your marketing team for months, GDD is tightly integrated with marketing and sales.
Site visitor learnings are used to inform and improve the strategies and tactics of marketing and sales, and vice versa.
In doing so, GDD offers a more adaptive model where businesses can change their marketing plans-of-action based on the conditions and obstacles they encounter.
Traditional design is when you build a new websites based on fundamental assumptions on what typically works best and then let the site sit for 2 or so years with no major changes and re-start the process.
With GDD there are 3 steps:
- Strategy
- Launch Pad Website
- Continuous Improvement
Strategy is where you build the overall plan for the website and the direction in which you will go.
The launch pad is a full website with all the necessities, in no way should you think about it as a half-finished or very simplified site.
The continuous improvement cycle is focused on many different aspects of a website from increasing traffic to usability. Each round is first strategized and data is used to make decisions.
In summary, Traditional web design brings the risk of high upfront costs and lots of needed resources & time, projects typically are delivered out of scope, over budget, and late. The results are a website that is based on assumptions of what will work and remain static for 2 years.
GDD has a budget spread over time and the launch of a new website is a lot quicker. The process is agile and built to be on time & on budget. The results are data based and continuously improved upon leaving room for non-stop growth and improvement.
