Learn
Learn
Close

They Ask, You Answer

A revolutionary approach to inbound sales, content marketing, and today’s digital consumer.

Learn MoreLearn More

Free Courses in IMPACT+

Dozens of sales, marketing, and content courses inside IMPACT+. Start learning now.

See all coursesSee all courses
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Coaching & Implementation Services
Coaching & Implementation Services
Close

Services Overview

See how you can dramatically increase your inbound leads and sales.

Services Overview

Digital Sales and Marketing Mastery

Fast track your team’s success with IMPACT's most popular service.

Digital Sales and Marketing Mastery

Web Design

Launch a beautiful website that consistently generates leads and revenue.

Web Design

Virtual Sales Training

Equip your sales team with comprehensive training designed to help them close more deals in today's virtual-first world.

Virtual Sales Training

HubSpot Training & Implementation

Train your company to take ownership of HubSpot and get the most out of your investment.

HubSpot Training & Implementation

Case Studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

Case Studies
Become a Coach
Become a Coach
Close

What Is The Growth-Driven Design Methodology?

What Is The Growth-Driven Design Methodology? Blog Feature

Melanie Moore

Web Project Manager, 7+ Years of Client Success and Project Management

January 26th, 2018 min read

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.

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.

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE