Growth Driven Web Design

The Biggest Problems With Traditional Web Design

Ross Munro Williams Growth Driven Design, SEO, User Experience, Web Design

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The website design and digital marketing worlds are known for rapid changes and advancements. For those in business trying to keep up it can be likened to a ride on a roller coaster. At times you’re ahead of the curve and and enjoying the ride, while at others you are are in free fall just wondering how you got there.

There is a way to ensure a much smoother ride, one that make the ups and downs and twists and turns easy to navigate and to help you enjoy the ride and keep coming back for more. The way to do that is to move from the traditional website design model and get behind growth-driven design.

Why the traditional website design method doesn’t work.

If you needed to hire a new operations manager for your company, you would no doubt do your due diligence and find a good candidate based on their previous experience, recommendations and qualifications. Would you then offer to pay your new employee upfront for the next two years and let him sit around and do nothing until you realise it’s time for a change?

This is exactly what happens currently in the website design process. A business owner or marketing manager will do their due diligence and find a website design agency that produces great work and comes highly recommended. Pay the agency for the work provided and let that new investment sit around becoming outdated until it’s time to repeat the process a few years later.

Website DesignThis process is counter intuitive and leads to four very costly website design mistakes:

1. Large Upfront Costs:

A website can range anywhere from R 30 000 ($2000) and can run into the 100s of Thousands of Rands ($20 000+). The cost is driven by a number of factors including size and complexity. Not to mention the common market practice of going over budget. Can your business afford to make such a large investment every few years?

2. Long development cycles:

A website can take anywhere from 3 to 6 months to complete. During that time your old, outdated website is still online, getting hammered by google algorithm updates and offering low quality user experience and bringing in minimal leads.

3. Websites are built on “best practice” assumptions, not user driven data:

You most likely chose an agency based on their previous work, not to say that that is wrong, but what worked for one company doesn’t necessarily work for all. Also, the agency will build a website based on their current best practices but who is to say that those practices won’t be outdated before you even launch your website? Lastly, your website might look pretty and function great, but are your users happy with the flow and are you achieving the goals set out at the beginning?

4. Long wait between updates:

Your users are seeking current information, they don’t want old stagnant websites with outdated information. Search engines have also updated the algorithms to place higher value on recent, active websites. So the longer you take to update your website the lower you rank in search engines and the less interested your customers become in your offerings.

What Growth-Driven Design does differently.

Growth driven design (or “GDD”) is a new approach to web design aimed at creating a peak-performing website with less waste in half the time. Instead of embarking on a once-off lengthy design process and hoping for the best, GDD is based on the premise of continuous improvement.

Website DesignThe process is generally achieved in two phases:

The LaunchPad: The LaunchPad website is built with the essentials in mind and is based on the overall marketing strategy. It will include items that will make the most impact in the shortest timeframe.. All other ideas are shelved and added to a ‘wishlist’ of items to be added as needed. Once the LaunchPad Website is up, users can start working with it and their interactions can be tracked and analysed.

Related: An Introduction To The Growth Driven Design Launchpad

The GDD Cycle: The user interactions with the LaunchPad website are tracked using multiple tools such as heat maps, analytics and web page monitors. The data is analyzed and tweaked on a continual basis to streamline the user experience and to get the most out of every website visitor. Items from the ‘wish list’ can be added to the website and their effectiveness can be monitored and changed as necessary. The GDD Cycle allows for monthly analysis, strategy, planning and development to always keep your website performing at optimum levels.

Related: Everything You Need To Know About The GDD Cycle

Website Design

Your website is one of the most effective marketing tools and your best salesman.

The traditional way of designing your website has become obsolete. Businesses can no longer afford to take long periods of time off from there marketing duties to focus on a website redesign, and to hope that after 3 to 6 months of work that there assumptions pay off.

Your business needs to stay ahead of the curve and to design their website based on user driven data and to constantly analyze, adjust and review the assumptions made and to continually strive to deliver an experience that wows your customers that is based on the data provided by the visitors to your site. The only way to stay current in this ever changing environment is to use Growth-Driven design.

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About the Author

Ross Munro Williams

Ross is the co-founder of Inversion Marketing and clothing startup, Ross heads up the marketing division of both companies. In his spare time, Ross is also a keen rugby coach with 10 years of experience under his belt.

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