A website’s design is a huge part of what defines the user experience. In today’s B2B world, design and content work together to foster trust so leads develop into customers.
However, a site’s design goes beyond how it looks. It also governs how your team continues to build, adapt, and evolve the website after it is effectively performing its functions.
Growth-Driven Design (GDD) is a data-driven approach to design emphasizing the fact that each website must continue to evolve to align with the needs of its audience.
Time is an Enemy of All Websites – Growth-Driven Design Can Help
While a website might be satisfactory now – bringing in traffic, inspiring conversions, and driving business – it can always become better. Likewise, it’s bound to lose ground as new trends in technology and communication emerge. Continuous improvement is the antidote.
GDD posits that you can build on your site’s performance with incremental sprints of change, driven by data about your users’ behavior and feedback you collect from them. This feedback guides you in ensuring they can reach their goals on your site.
At the same time, it strengthens sales by making it that much easier for users to recognize the value you offer, explore it easily, and execute on their decision to make a purchase.
The GDD Cycle in a Nutshell
Every update to the design and presentation of your site will affect all of your future users. Making a site more attractive or easier to use will make sales that much more likely.
To implement effective changes to your site, you need meaningful data from users and a framework for putting it into action. Growth-Driven Design provides a four-step cycle you can use:
In the planning phase, you use your existing knowledge to determine what elements the site needs and how they will interact. In the beginning, you might have only buyer personas as a guide.
Once planning is complete, you create and deploy the new site elements you decided on. All coding, roll-out, and testing of the new features happen during the development phase.
Learning refers to gathering new data and feedback from users. You might use a Web analytics suite, live chat with customers, or data from customer interactions derived from other divisions, among others.
Once you’ve cycled through the other phases, you will have fresh insights on customers to share with the rest of your company. Transferring data between sales and marketing is especially vital.
Done correctly – using accurate data collection and analysis – each cycle will bring your site into closer harmony with customers’ desired brand experience. Over time, incremental improvements in sales can translate into major gains.
Learn more about how your company can benefit from Growth-Driven Design. Speak with an Amplify industrial marketing specialist.