Some great discoveries and inventions were made by accident. Post-It notes, the microwave, x-ray images, potato chips and others were not intentionally created, by rather, happened by mistake. Can you imagine life without the potato chip? The convenience of zapping food in the microwave? These are some of life’s great pleasures. But you don’t want to leave important things like your business’ success to chance! When you’re facing a website redesign, you should definitely NOT leave the results to happenstance, the universe – or whatever. The growth-driven design (GDD) strategy we use with our Flight Media clients is strategic – every step of the way! It’s based on data, not guessing, and it follows specific planning steps that intentionally lead the way to results. The growth-driven design best practices we follow include starting with your performance goals, researching buyer personas, making assumptions and implementing a strategy. Once you lay this foundation, you can forge ahead into the next steps:
- Creating your wishlist.
- Creating the launch pad website.
- Essential pages for your website and sections in which to group them.
- The marketing tools and resources it needs to have.
- Website features and functionality.
- Design elements.
- User experience based on country, device, etc.
In the next step, you’ll take action on these.
The Launch Pad Website
Here’s where growth-driven design differs from traditional design. In traditional design, you’d take every single item on your list and incorporate it into the design. But this is like tossing a bunch of ingredients in a bowl and hoping something good happens. Like the potato chip. You just don’t know yet what will work because you don’t have any user feedback (or data) to depend on. That’s where the launch pad website comes in. It’s really a small site that will “launch” your total website. It’s a starting point that will drive GDD activities and improvements. The idea is to get the site up as quickly as possible. So don’t expect – or try to make it – perfect. That’s not the point…yet.
So how do you decide which elements to focus on in the launch pad phase? GDD doesn’t leave this to chance, either. You’ll want to boil down the most critical elements – about 20 percent of your wish list items – that will have the biggest impact. Did you catch that? It’s not the items that your CEO thinks are most important or that have traditionally been on your website. You’ll need to scrutinize the list, looking for impactful factors that will help drive the value of the site and its impact.
Now, review the 20 percent list and whittle it down some more. Separate the list into two groups:
- The must haves
- The nice to haves
- Is this item absolutely necessary to include in the launch site?
- Can it wait to be added in month two or three?
Now, you have a list of items that are absolutely necessary to have at the launch. This is the list of features that will make it onto the launch pad site.
Now, you’re going to come up with a hypothesis about each item, evaluating its potential:
- Effort required
- Metrics to measure
- Definition of success or completion
So, for example, if you wanted to change a call-to-action (CTA) button on the home page into something more specific, like “get a quote,” you will estimate its impact, effort, metrics and performance – and then measure its impact as the weeks go on. As you collect data and perform analysis, you’ll know exactly how effective each button, page and element is on the website so you can make continuous improvements.
A website redesign is a huge undertaking. It requires an investment of your time, money and resources. Growth-driven design makes the process highly effective. It’s based on data that lets you make strategic changes that leads to better outcomes – like more traffic, leads and conversions. What are of website redesign frustrates you most?