What is exactly growth-driven design?
Growth-driven design is a relatively new concept that has been a “trend” over the last few years. In some cases, it has even replaced common terms like website re-design search.
So what exactly does it refer to? Growth design basically focuses on building a design for maximizing performance. By performance here we mean the traffic, buyer personas, and all these elements that attract potential customers.
The thing is, up until now there has been a pattern that’s not exactly right. Companies would pay for the development of their website, wait for months, and then end up with a final quote on that part. The result many times was not optimized for maximum performance and remained static. That’s when growth-driven design comes in—to work on the elements that optimize the whole efficiency of the web page to the person who visits it.
Main Advantages of Growth-Driven Design:
- It constantly checks and monitors current design performance
- It’s adaptive according to previous results/performance. If an element doesn’t seem to work, e.g. certain buttons or links, it is changed or removed.
- It gives insight to marketing and sales departments on what drives customer sales and what doesn’t.
- It makes it easier to manage costs and set a monthly budget vs traditional web-designing
- It requires only small quick changes at the same time, rather than focusing on big elements that may take a while to complete
How this works:
In short, there are some basic steps to growth driven marketing for the pre-launch process:
- The Goals you want and a strategic plan to achieve them
- The generation of buyer personas
- Performing a qualitative or quantitative research to find what users want from your website
- Gathering all the data and insights from the surveys
- Generating a general and single page strategy for your website
- Creating a checklist e.g. for certain design elements like buttons, speed/response, menus, etc. and prioritize that according to the analytic insights
- Finally launching your website
After the above take place, you’ll now need to re-check and reconsider your performance according to web analytics. There you’ll find some key insights if your previous attempts have been successful and traffic, leads, or sales match your goals. If something doesn’t seem to work, you can always go back, and come up with a new plan to improve it.