Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.

Register Here
Close

Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.
Register Here
The Ultimate Inbound Marketing Strategy Playbook 2022

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

What Is The Growth-Driven Design Methodology?

By Melanie Moore

What Is The Growth-Driven Design Methodology?

If you’re like a lot of digital marketers, you’ve heard a lot about growth-driven design without ever learning much about what it really is. Sound familiar? Now’s the perfect time to change that!

So what is growth-driven website design?

Growth-driven design (GDD) is a methodology that uses a steady, systematic approach to create continuous growth. This is done in three primary phases.

 Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.

The Phases of Growth-Driven Design
Phase One: Strategy

The first phase of growth-driven design begins with a thorough audit of your existing site. Take stock of what’s working, what’s not and where significant improvements can be made. In addition to helping guide your initial revisions, an upfront audit will also provide accurate benchmarks against which to judge your site’s progress moving forward.

From there, the Strategy stage of GDD involves the following steps:

  • Performing User Experience Research: This takes the initial audit a step further, incorporating user testing, surveys and interviews to deepen and color your understanding of how users interact with your site and how they think it could better meet their needs.
  • Setting SMART Goals: What are the ideal metrics you’d like to see improved? Organic traffic? Lead conversions? Something else? Set specific, measureable goals to help clearly define the results you’re looking for.
  • Building or Revising Buyer Personas and Journeys: If you’ve done any inbound marketing at all, then you’ve already got personas in place and buyers journeys mapped out. But these should be revisited and revised regularly. The Strategy phase of GDD presents the perfect opportunity to do so.

Once all this has been accomplished, you can create a wishlist of the most important features you’d like your new site to have. Your wishlist could include bolder calls-to-action, content that’s more acutely aligned with your buyer’s journey or more intuitive navigation. Whatever you think can’t wait for later should be on your wishlist.

Tip: Use an 80/20 rule to help pare down your wishlist to the essentials—what’s the 20% of items that will produce 80% of the impact for your site’s users?

"#GDD wishlist items fall into 4 groups—expected impact, required effort, impacted metrics & definition of completion" TWEET THIS

Phase Two: Launchpad

A “launch pad” site is one built with your wishlist in mind. Launch pad sites are made with a relatively quick turnaround and the understanding that it’s not yet a finished product.

The launch pad site is completely functional for the end user, but it should be thought of as a working base to build on and optimize over time.

Once your launch pad site is live you can begin tracking user behavior and start the process of ongoing optimization.

Phase Three: Continuous Improvement

This is the longest-term phase of the growth-driven design, where the site is refined and improved over time.

The process has four basic steps that repeat continuously, building on past improvements and lessons for steady growth:

  • Plan: Measure your site’s effectiveness and decide what changes can have the best, most immediate impact on your long-term goals.
  • Build: Implement the changes that you outlined in step 1.
  • Learn: Review the effectiveness of your past changes to learn what works and to help guide the next iteration of the improvement process.
  • Transfer: Take what you’ve learned and share it with the rest of your team—marketing, sales, service and others.

The growth-driven design methodology also features a “Website Hierarchy” that can help guide designers by outlining which aspects of the site should take priority for improvement.

Growth-Driven Design Vs. Traditional Web Design

How does this process differ from a more traditional web design paradigm? A traditional web design timeline looks something like this:

  • A business realizes that their site is old, out-of-date or just underperforming. A website redesign is needed.
  • After some bureaucratic delay, a designer or agency is hired to revamp the site. They spend a few months building the new site more or less from scratch.
  • The new site is launched.
  • A few years pass, and the process is repeated.

This is a reactive model that’s costly, time-consuming and often produces poor results. GDD, on the other hand, is proactive and works by optimizing the site in real-time to better meet the needs of marketing and sales.

Looking at the two side by side, it’s not hard to imagine GDD outperforming the more traditional approach. In case you still need convincing though, there are statistics to make the case as well.

According to the 2017 State of Growth-Driven Design Report, “agencies that used Growth-Driven Design reported seeing 16.9% more leads after 6 months [and] 11.2% more revenue.”

Growth-driven design is just one part of a wholistic inbound marketing strategy, but it can be particularly effective. Done right, GDD synthesizes the best of what inbound offers—focus on the end user and the drive to never settle for good enough.

Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.

Topics:

Web Design
Published on January 26, 2018

Recent Articles

8 of the Best Business Website Designs to Inspire You in 2023
November 17, 2022 • 7 min read
Take It From an Expert: You Probably Don’t Need a New Website
November 16, 2022 • 4 min read
What Does a Great Inbound Marketing Website Look Like in 2023?
November 14, 2022 • 12 min read
4 Ways To Recession-proof Your Website In 2022
June 9, 2022 • 5 min read
23 of the Best Examples of Business Blog Design
May 30, 2022 • 13 min read
5 Prep Secrets for a Smoother, More Successful Website Project Plan (+ Infographic)
May 16, 2022 • 8 min read
8 Best Content Management Systems for Digital Marketing in 2022
March 22, 2022 • 9 min read
How Much Does a Website Design or Redesign Cost in 2022?
March 8, 2022 • 9 min read
Website Redesign Checklist: The 12 Crucial Steps You Need To Be Successful
February 22, 2022 • 17 min read
Your 2022 Website Strategy Must Include These 6 Things
February 15, 2022 • 9 min read
11 Pricing Page Examples for Business Websites (Updated for 2022)
January 18, 2022 • 10 min read
8 Crucial Elements Every Homepage Design Should Have [+Video]
January 15, 2022 • 6 min read
What Makes a Good Website Design? 7 Award-Winning Examples To Be Inspired By
December 18, 2021 • 9 min read
What Is a Learning Center and Why Does My Website Need One?
November 22, 2021 • 6 min read
7 Self-Service Tools on Business Websites to be Inspired By
September 29, 2021 • 7 min read
Google Shares New Tools to Audit Website User Experience
August 12, 2021 • 3 min read
New HubSpot CMS Hub Starter Tier Released for Growing Businesses
August 6, 2021 • 4 min read
Too many internal links in content can confuse Google about site structure
July 9, 2021 • 5 min read
Google July 2021 core update rolling out over next 2 weeks
July 2, 2021 • 4 min read
6 tips for building a great diversity and inclusion page (+examples)
June 29, 2021 • 7 min read
Google punts third-party cookie ban to 2023 for 'responsible planning'
June 25, 2021 • 6 min read
8 types of website performance metrics you should look at on a monthly basis
June 24, 2021 • 11 min read
Finally, Google page experience core update is rolling out
June 18, 2021 • 3 min read
8 Business Blog Design Examples That Keep Readers Engaged
June 16, 2021 • 6 min read
5 ways you can use the StoryBrand framework to make a better website
June 14, 2021 • 5 min read