As marketers become more metrics-driven, it’s now possible to measure the results of nearly every strategy or tactic within an integrated marketing program.
Website re-designs are the exception to this rule. Re-designs are often done based on feelings and assumptions rather than metrics, which creates a slew of problems. Typical projects last three or four months (assuming nothing goes wrong, of course) with unpredictable costs. Even a few adjustments or tweaks here and there can suddenly push a $25,000 up to $50,000 or more while simultaneously pushing back the site launch date. Once completed and launched, many sites sit mostly unchanged for two or three years, before it’s time for another re-design.
If any of this feels painfully familiar or maybe outright infuriating, we understand.
Your website is your top marketing asset and needs to be held to the same analytical scrutiny you would hold any other campaign to. Luckily, there is an answer to this.
Why Growth-Driven Design Works
Growth-Driven Design is a new approach used to make incremental improvements to a website over a longer period of time rather than investing a lot of time and resources on a new-build project without knowing its effectiveness.
Rather than doing an entire project at once, Growth-Driven Design starts off with a basic launchpad site that only takes 4-6 weeks to launch. The site intentionally leaves a lot of the features out of the first iteration. Once the launchpad goes live, there are continuous improvements every month based on live marketing and sales data. Growth-Driven Design benefits everyone while improving integration with your other inbound marketing efforts.
Here are some of the top benefits for Growth-Driven Design:
- Minimize risk
Rather than guessing what will make the website work towards your business goals, you can improve the site based on what you learn is already working. Growth-Driven Design focuses on optimization and ongoing learning regarding your website. With a shorter time frame, it is easier to predict your budget and hours on a monthly basis rather than worrying about scope creep or missed deadlines.
- Better results
With Growth-Driven Design you are constantly testing and learning how users interact with your website. You can then use this data to continue adding new features or improving existing ones to ensure your site performs at the highest level possible. As more businesses rely on their website to build leads and generate sales, a well-optimized site is central to your digital marketing success.
- Continuous updates keep your website relevant
Say goodbye to your obligatory web redesign. Since with GDD your site is constantly in an iterative process, it is always optimized for SEO, new user trends and most important, responsive. Making an existing site responsive is a large and costly undertaking. But with GDD, the site is responsive the entire way through the building process.