Your company is ready to overhaul its website, but you’re less than excited about the project. This pricey new website will take 9-12 months to develop, which is eons in the fast-paced digital marketing space! The worst part? Forty-two percent of marketers make impactful improvements to their website once or less per year—and that’s if they even know what to track. Your company is on track to become one of the many who aren’t using their site to its full potential.
You’ll be losing leads while your expensive website grows more outdated by the minute. You know you need a top-of-the-line website to house your inbound marketing efforts, but there has to be an effective way to maximize user experience and continuously improve your site—without taking a year and a wad of cash to make it happen.
Growth-driven design (GDD) is your answer. This modern, user-centric approach takes web design and development to a whole new level, and it makes the perfect match for your inbound marketing strategy. Find out how partnering inbound marketing and growth-driven design can take your performance to new heights!
Growth-Driven Design: The Future of Web Development
Growth-driven design is a metrics junky’s best friend. It represents an entirely new mindset surrounding web design, one that uses data to make continuous improvements that have a real impact on your ROI.
In the traditional web design model, building out a website could easily take six months to a year to complete … and that’s if the project is running on time. A study by Harvard Business Review found that one in six IT projects incurred “a cost overrun of 200 percent, on average, and a schedule overrun of almost 70 percent.” Numbers like those increase the up-front risk to your company and offer no guarantee that the final product will provide the ROI you’re looking for.
Growth-driven design rejects this costly model in favor of a more strategic process that minimizes risk, streamlines design and development, and focuses on continuous performance improvement. By using an accelerated development timeline, GDD allows you to launch your website sooner and immediately begin tracking results. You can review your metrics and make strategic changes that continuously improve your site and visibly increase the ROI of your efforts.
Engaging Current and Prospective Users With Inbound Marketing
Growth-driven design isn’t just about having a website that performs well. It’s a key player in your inbound marketing strategy.
Inbound marketing is the trifecta of SEO, social media, and content that allows you to engage your target audience and provide answers to the questions they’re asking at different stages of the buyer journey. HubSpot shares that 68 percent of consumers feel more positive about a brand after consuming content from it. Companies that prioritize their inbound marketing efforts can take advantage of this engagement with consumers and increase their brand equity.
Your website is the framework that houses all that valuable content, and it can make or break a new visitor’s first impression of your brand. A Missouri S&T study reveals that it takes users less than two-tenths of a second to form a first impression when visiting a website. A negative impression could be costing you leads: The average B2B buyer is 57 percent through with their purchasing decision before they even engage with a sales rep.
Growth-Driven Design and Inbound Marketing: A Perfect Match
Your website and your inbound marketing are doing the heavy lifting throughout much of your sales funnel. These two crucial elements need to work together if you want to see increased performance for your company. If your website isn’t easy to navigate or has other tech issues, your content won’t be able to do its job and generate new leads.
Nearly 40 percent of website visitors will stop engaging with a site if it takes too long to load, if the content design is unattractive, or if they’re unable to interact with it on their device. Kissmetrics reports that a one-second delay in page load time can result in a 7 percent reduction in conversions, and that three seconds of wait time decreases customer satisfaction by about 16 percent. Website usability is about far more than an attractive homepage—it can drastically affect your organization’s bottom line.
That’s where growth-driven design comes in. Utilizing GDD’s philosophy of continuous improvements will allow your company to recognize pitfalls and make the necessary changes to improve user experience and engagement. It’s a process that pays off: A traditionally built website gains enough engagement to generate about $18,500 in revenue, but a GDD site more than doubles that number with an average of $48,000 in revenue.
How Can You Partner Inbound Marketing and Growth-Driven Design?
Inbound marketing and growth-driven design make a natural partnership that can boost your company’s lead generation efforts and drive performance to new heights. Take a look at our approaches to growth-driven design and inbound marketing to learn how we can use these powerful marketing tools to help your company achieve its objectives and develop a website experience that drives results.