Your website is the first interaction people have with your brand. It's usually what determines the future of your company, and the work behind it can take over a year between its development and launch. But, even if just creating this platform can be seen as a display of the company’s products or service, there is a factor that everyone involved should consider when creating this: the potential of growth it has.
In the same vein, a store has a display to show off their products, a traditional website fulfills this same role. But just like there have been new tendencies in retail that use the same resources to obtain new goals, web design has also evolved with growth in mind, opening the door to Growth Driven Design (GDD), a methodology used to create sites with the future of the company in mind using the bases of Inbound Marketing.
According to Hubspot, traditional methods imply a greater risk for those who implement this new strategy, because it is all “based on assumptions” and it is “static for an average of two years”, while GDD is made based “on actual data and with constant growth”.
Unlike traditional web design, GDD is based on an investment in the marketing and sales teams in a cyclic way, in which the development is in constant evolution and is based on three key concepts:
The website must be created with a strategy in mind. And we’re not talking about a UX or marketing strategy, but one that gathers all these concepts based on the needs we know our users are looking forward to solving.
Due to this, goals should also be accompanied by the creation of buyer personas, and if the GDD conversion is being done to an existing website, it is necessary to make a quantitative and qualitative analysis of what is working and what isn’t to be able to advance towards the next step.
The Launch Pad
In traditional web design, the launch of the site marks the final step of the process after a big investment of money and time. In GDD, the idea is to have our starting website as soon as possible, a launch pad in that sense, so new decisions and strategies can be taken right away.
This method not only prevents the risk of not delivering a satisfactory product with the final version, but also the result of the same amount of months will be a polished version guided towards the unique needs your users, who you’ve already identified, have shown duringl these months.
The first two steps are done during the first month, while the repeating process is done during the rest of the year.
Every data that is collected should be implemented into the website as soon as new needs are discovered, following the process of planning, building, learning and transferring.
Elements such as audience, value, usability, conversion rate, customization, assets, and promoters should be considered by who is in charge, and also the marketing and sales department to generate a product that adapts the goals that were planned at the beginning of the process, designing the website with the sole purpose of achieving them.
Without a doubt, GDD takes more work than traditional methods, but using the Internet as a road that goes beyond branding, it should be one of everyone’s SMART goals to have only one thing in mind: growth.
By: Raimundo Estela
Raimundo Estela is a journalist from Universidad Andres Bello, with over three years working in mass media. This experience has given him a vision and style that is ready to be applied into the digital marketing world. His passion for trading card games has become a basis of his daily life which has polished a strategic way of thinking and he is always ready for new challenges.