Article at a glance:
- The New Gold Standard In Web Design
- Sustainable, Adaptable, and Strategic
- Maximizing Lead Flow
- Mind the Cost
- Monitor Site Performance
- Optimize Your Website
- Lead Seekers, Listen Up
Your website is your welcome mat. It’s the front door to your business, and more than likely, it will be one of the first interactions your customers have with your brand. In marketing, first impressions matter, and in a technological world where attracting potential leads to your website is the goal, why rebuild with a broken system?
When you think about conducting a redesign of your website, you might get a sinking feeling in your stomach. After all, a typical redesign can take months, and it usually entails a lot of hours and a lot of work. Traditional web redesign is crumbling, according to HubSpot dba, GrowthDrivenDesign.com, and a new online format that’s fusing user-centric design and lead generation has taken its place: growth-driven web design. What is it? Why is it so revolutionary?
Growth-driven web design is a method that reimagines the web design process by shortening the launch time for new websites. Instead of waiting months while web designers and developers tinker with code and create new interactive components for your website, GDD is about launching a viable product that will achieve your goals as quickly as possible, and then using data to continuously improve the site over time. It garners insights from consumer behavior and seeks to give them what they want from it.
The 2017 State of Growth-Driven Design report says agencies that have used GDD reported almost 17 percent more leads after six months and just over 11 percent more revenue over the same period. By honing in on what your website’s analytics are saying consumers want, design changes are made strategically and effectively—always with the customer in mind. This method also saves you money, since you won’t be spending all the funds you have for a new website in one massive undertaking; instead, you’ll chip away at your reserve little by little while also providing your current and potential customers the website they want.
By rejecting the costly traditional system that requires high, upfront investment and often runs over budget and over schedule, redesigning your website becomes both attainable and profitable. The goal is to produce a high ROI, increase demand for your products or services, and get your hands on the leads that will make that happen. If you want to successfully generate leads, it’s time to take a new approach.
With traditional web design, a study by HubSpot found “the average small to medium-sized business (SMB) website costs anywhere between $15,000 – $80,000 up-front.” Normally, a brand new website like this will require a significant portion of the payment upfront before the website can be turned over to the business for use. That’s a big chunk of money to spend on a one-time purchase that will need updates as soon as consumer behavior shifts.
Additionally, “The average SMB website takes three months to complete,” making it an exhaustive use of your team’s resources and energy with no ensured ROI. That’s three months of work that your team could be directing to several other new projects.
“Get a product to market with critical features onboard, and then listen to your users and iterate, explains Sean Killian, product marketing manager for Enola Labs Software. “The goal is always to design to what your users actually want, not what you believe they want.”
In the midst of a web redesign, it’s easy to get really subjective about what you think looks good and what might be most effective from your point of view. Once you understand what your audience wants, you’ll be able to craft something that’s not only relevant but incredibly effective.
The data you gather from your website performance will enable you to make informed decisions as time goes on, and all of those small updates will collectively culminate to boost your ROI. Performance is key, and the attention to data that growth-driven web design champions can help you create a website that lives up to the gold standard you hold for your company, while maintaining active marketing and sales at the same time.
Think of growth-driven web design as drawing a portrait in pencil. By making small changes over a long period of time and slowly filling in the details as the data rolls in, you’re sketching out the foundation for what will eventually be a beautiful masterpiece that truly caters to your clients. Instead of monopolizing your marketing team for three months to create one final platform, growth-driven web design allows you to continuously adjust to best capture the needs of the consumer.
“If you are happy with your launch product, then you have launched too late,” says Bill Roberts, a web developer for Vlogger Gear. Roberts goes on to explain that instead of making tweaks for months on end, it’s better to go live with an imperfect design and adjust your website based on hard data and analytics. That way, you’ll be able to cater to what your customers actually want.
If you’re looking to increase MoM and YoY performance, growth-driven web design will help sustain long-term, continued growth. It’s adaptive, and it allows you to change your marketing plan of action at the drop of a hat. You won’t be able to anticipate the obstacles or conditions your company might encounter a few months down the line, so don’t make the strategic misstep of launching an expensive site redesign without knowing what your consumers want.
A survey of marketing pros reported that IT and website-related setbacks are the single most common frustration among today’s marketing teams: 54 percent described it as a “bottleneck,” according to Marketing Charts. Testing and optimization came in second around 47 percent. In order to cut down on pain points and increase the number of leads you bring in, there are some practical steps you’ll need to take and some major mindsets you’ll need to shift.
If you’re looking to achieve your business goals while staying within budget, growth-driven web design is the road you’ll want to take. 41 percent of marketers say not having enough budget or getting stuck with a decreasing budget is a major problem when it comes to promoting a product. With a traditional website redesign, you’ll likely eat up your entire budget with one project.
Why it works: It’s as simple as this: more room in your budget means more room for other lead generation initiatives or campaigns. Instead of pouring your entire budget into a brand new website, you’ll be able to stretch your funds—and make smarter decisions about your site—based on what the data says.
It’s important to take a good look at your current website and analyze what’s working and what’s not. Data is key when it comes to growth-driven web design—it’s the linchpin that makes the whole concept work effectively. You’ll want to leverage the hard data you find in your current website analytics and use it as a launch pad for first batch of improvements.
If you want pages that convert, you’ll have to work this data into your GDD model. Keep checking traffic and conversion data and adjusting your design as user behavior changes.
Why it works: Instead of guessing what your users want, you’ll be leaning on the hard data to give you insight into what works and what doesn’t. If you can effectively design your website to cater to the needs and wants of your customers, you’ll be creating a fast track to capturing more and more leads. Smart design drives more leads, which drives conversions, which drives revenue.
Often, when working through a traditional website redesign, you’ll notice a significant drop in traffic due to the time it takes search engines to crawl and index the new site content. However, with GDD, your traffic should remain the same, and your organic traffic should begin to increase.
The reason for this is that you’ll never turn off your current website to launch a “new” website. GDD websites are what SMA Marketing calls “living.” The content and and site elements are always adjusting to what users want, which is how Google wants you to think in the first place.
Why it works: If you want leads to find your website, it’s paramount that you keep your site optimized. If you’re losing that element of your website due to a redesign, it’s going to make it even harder for users to engage your brand and use your product or service. If you want to keep gleaning leads without skipping a beat, growth-driven web design is the path you want to take.
If you want your website to shine in terms of design and performance, growth-driven design is your answer. Leads don’t flock to a broken system, so start maximizing your opportunity for successful ROI in a timely, cost-effective manner. By targeting what your users want, building a site in response to their likes and dislikes, you’ll quickly see that GDD outweighs traditional web design in both lead generation and cost-effectiveness.
Growth-driven web design is becoming the new normal in smart web design, so give yourself a leg up on your competitors, and be one of the first to jump onboard.