In Web Design

Growth Driven Design: A new approach to customer engagement

In 2018, your website is one of your most powerful marketing tools. It allows you to target specific segments of customers with content that applies directly to them. Your website can also enable you to shift your online priorities and grow your digital initiatives based on user data. The question is, are you taking full advantage of this amazing online tool? If you’re not using growth driven design efforts to ensure your site is data-guided and customer focused, the answer is no.

Growth-driven design (GDD) is the new standard for delivering successful websites that bring measurable business value. To achieve success in the digital space, it’s important to understand more about what GDD means, how it’s holding the reigns in the online world, the process it entails and how you can begin implementing it today with the help of InCore Marketing. Let’s get started.

Why Data-Driven Design?

Data-driven, or growth-driven design (GDD), is a customer-focused approach to website design. GDD demonstrates how content on the site is being perceived (by viewers). Knowing what content is capturing attention – versus what is not – is essential for growth. Using (data-driven design), both the site appearance and content can be optimized to their full potential. Therefore, the web development process of GDD minimizes the risk of costly and time-consuming site re-designs.

Traditional web design works by building a strategy and plan to deliver a 100% completed website after the process. In growth-driven web design, first, a launchpad site is created that gives you 80% of your required needs by focusing on the most important 20% of the site (the Pareto principle).

The primary GDD focus is simple: how are your visitors and target personas interacting with your website? Are they following conversion paths you’ve mapped out? Do your CTAs (Calls-to-Action) have proper placement and messaging? The list goes on. Studying this user data and making the necessary adjustments is nothing short of detrimental to your website converting at the highest level possible.

Data-Driven Decision Making is Holding the Reins

Data-driven decision making is essential in 2018. Businesses and organizations can no longer build the online tools that they think their customers want; prospective customers expect more than that today. They want to know you’ve done your research and taken the time to learn about, and adjust to, their needs. For example, a mobile-optimized website is crucial for businesses in 2018. More than 52% of online browsers use a mobile device as their main tool to access the internet. Customer-centric decision making, such as GDD, therefore, aims at optimizing websites for easy viewing on mobile devices. Simply put, GDD is the process through which websites are structured in a manner that optimizes traffic, focuses on the user experience, and results in the growth of the business.

A 2017 State of Growth-Driven Design Report states that companies  “who used Growth-Driven Design reported seeing 16.9% more leads after 6 months and 11.2% more revenue.” This type of web design allows you to constantly research, test and learn about your visitors to inform ongoing website improvements. Through continuous improvements, you can reach peak website performance.

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The Process of Growth-Driven Web Design

There are various benchmarks that must be accomplished in order to successfully implement GDD, but the initial site is launched much quicker than a site created through the traditional design process. The GGD Process can be divided up into 3 steps:

Strategic Planning

First, we develop a strong understanding of the buyer’s journey to fully understand how growth-driven design might fit their needs by achieving a goal or solving a problem. Next, we create a detailed outline of the required features needed to solve the customer’s challenges and provide value when, and where they need it. We also take a deep dive into your business, your website goals, and your current challenges to unearth your unique online opportunities.

Launch Pad Website

Instead of spending up to six months perfecting a new website, we aim to launch phase one of your website in 30-45 days. GDD shifts the focus to continuous improvement of your site over time. GDD also minimizes risks associated with traditional web design by starting with a smaller launchpad site and monitoring user behavior. This allows us to gather more detailed user data, validate our assumptions, and look ahead to the next wish list items we should add.

Harvest Data & Improve

We implement the high-priority wish list items that didn’t make the cut for the launchpad website, based on online behavior and real-time data that is gathered over time. The result of your growth-driven design is a website that is geared for performance for the visitors that matter most – your prospects. Our Proven Process: discover, plan, execute, manage, and optimize, allowing us to improve your website as we harvest along the way.

Growth-Driven Design is tightly integrated with marketing & sales. What we learn about visitors helps inform and improve marketing & sales strategies and tactics (and vice versa).

In summary, growth-driven design is a customer-focused approach to website design. This means less risk, less stress, and a greater guarantee of success for your business. InCore’s GDD services include a 3-step process to maximize performance and value, which include strategic planning, a launchpad website and harvest and improvement. By incorporating a data-driven approach to your website, you’ll create and grow a more effective, engaging website for your customers.

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