Blog from Strategic Asset

Technology to help fuel innovation and drive business growth

Growth Driven Design Principals

The traditional web design process is broken. Most web design agency’s simply waste their clients (and their own) time and money on websites that are simply ineffective. A good website is a growth engine for any business and is a twenty four hour salesperson that will outperform any human being. A bad website is a black hole that sucks resources out of a business and wards off potential customers.

Growth-Driven-Design-versus-Traditional-Web-Design-Gloucestershire

The traditional web design process requires heavy upfront costs of anywhere from £15,000 to £100,000, takes months to produce and is often over budget, out of scope and late. There’s no guarantee that what’s launched will perform well and as the process was so expensive and painful businesses usually leave what’s launched for at least a couple of years before being forced to address why the website simply isn’t performing. Most importantly though, web designers are very persuasive and your business is offered an entirely subjective opinion based upon current industry trends which results in your website looking and performing like every other trendy website of its time for the next two years.


So how does your business stand out from the crowd?


Growth Driven Design is a smarter way to think about website design and it focusses on three main principals:


  1. Minimise the risk of website redesigns. Work to avoid the risks of traditional web design by taking a systematic approach to shorten the time to launch, focusing on real impact and continuous learning and improvement. Or in other words use sprints and the Agile method to iterate on the twenty percent of features that your customers actually want. And that provide the most value to bith you and your customers.
  2. Continuously learn and improve. Through constantly researching, testing and learning about our visitors we can gather data to inform ongoing website improvements. Through continuous improvements we can reach peak performance. Constantly researching, testing and learning about our visitors generates data to help us produce metrics and track what our customers actually want which is the heartbeat of a Digitally transformative business.
  3. Growth Driven Design informs Smarketing. GDD is tightly integrated with sales and marketing. What we learn about visitors helps inform and improve marketing and sales strategies and tactics (and vice versa). Our CRM systems should be populated by visitors that return to our website and interact with our compelling content and eventually move through the funnel to become leads.


The Growth Driven Design Methodology.

Growth-Driven-Design-Methodology

By knowing our audience, we can work out what they value and provide it. Like any Digital transformation efforts, the usability or experience our customers have when interacting with our business is key. This usually begins with our website. From our own perspective we need to attract visitors to our website, provide content they value which makes them ‘sticky’ and provide a degree of personalisation that makes the customer feel valued. Does your website do this? Through technologies such as Mouseflow and Hotjar we can track where a visitors eyes are drawn to on our pages, this informs our decision where to place elements such as a 'Call To Action' which in turn drives conversions and leads for smarketing. When we contrast this with the subjective opinions of a web designer the results usually speak for themselves. Also, when we make data driven decisions for SEO and understand how many visitors we require to achieve a 1% click through ratio, we can ascertain whether our keywords actually generate enough traffic to provide our smarketing teams with. Essentially our website becomes a growth engine and data generating platform which our Digital transformation efforts require.


What are your visitors searching for?


By knowing what our visitors are actually looking for, we can provide it. For example, a visitor searching for ‘managed IT support services provider’ is less valuable than a visitor searching for ‘managed IT support services provider pricing gloucestershire’ as the former is working through the awareness phase and the latter practically has their wallet out. Now if our website provided a managed IT support services provider pricing Chatbot that allowed our visitor to interactively build their own quote then we’d be providing real value and they’d probably become quite sticky as they worked out what they actually wanted and could afford. But how many managed IT support services provider’s in Gloucestershire actually have a pricing calculator on their website? That’s right – zero! Instead websites list features such as ’cloud based backup, O365, etc.’ which doesn’t help our visitors or provide value. That said, I’m off to design a web based interactive Chatbot.