Ask marketers, ask developers, ask customers: website redesigns are a pain. Launching a brand-new website takes a concentrated dose of time and energy, and even when it works at its best, customers are jarred by an entirely new and unfamiliar user experience. At its worst, the new site is built on assumptions that don't pan out. Growth driven design is a better way.
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What is growth driven design?
Growth driven design (GDD) is a philosophy. It says that instead of launching a new website every few years, you should be constantly improving your website in small ways – and that the way to come up with design changes should be data-driven and responsive to users' real needs.
For example, let's say that the landing page for your email campaigns is more likely to send users off to a search form than a contact page or shopping cart, or that page view lengths on this page are woefully short. That data gives you an actionable clue, and that element of your site can be fixed. Then, you can compare metrics from before and after the change to see if this specific improvement worked.
Why does GDD make sense?
GDD lets your website grown to match your users' needs, as their needs evolve and change. It doesn't lock you into using one website until the site is out of date and needs to be replaced whole-cloth. It makes your web design more agile and responsive, and doesn't bring marketing departments to a standstill as their time is sucked into big redesign projects.
And best of all, it allows you to test single variables in your website design for effectiveness. Is one long form or a multi-page form with sets of short input fields better for conversions? If it's bundled up into a website redesign, your A/B testing will have too many factors for you to isolate the impact of any of them. In GDD, you know what works and what doesn't.
Do you want to escape the cycle of outdated websites and major redesign headaches? Contact us to learn more about growth driven website design.
