December 18, 2015

Why Your Next Website Redesign Should Adopt a Growth-Driven Design Process

by Pat Walsh

So it’s been a few years… or maybe it’s been even longer since you embarked on a website redesign. If you’re responsible for sales and marketing of your business, and it’s “that time again”, then you’re pretty familiar with the drill. You draft requirements, research agency options, interview and convey your needs to them, make your selection, and somewhere between three to five months later – voila, you have you brand-spanking new website.

Aside from training, and maybe a nip and tuck here or there, your web design agency seems to rides off into the sunset until you’re ready for another site redesign a couple years down the line.

The problem with this traditional model is that the performance of your site is based on the finding and assumptions made at the beginning of the process. We all know that things change fast in the digital marketing world. The traditional model doesn’t allow for you to measure, interpret and adapt to the usage of your site.

So what I’m saying is, there’s a better way ; ).

Over the past year, we have adopted Growth-Driven Design, a process which has us (the agency) stay “along for the ride” with our client to monitor, review and react to your visitor data in order to continually improve your website performance.

As the hub of your online marketing presence, your website redesign strategy should be developed around obtaining specific and measurable goals (e.g. increase traffic by 50% or generate 30 leads per month). As your agency, we make ourselves accountable for achieving your objectives. To do this, our strategy should be fluid enough to react to feedback and data.

So, what are the benefits of  Growth-Driven Design? Here’s some!

  • Iterative approach gets your site up and running faster
  • Remove the guesswork out of what is built
  • Focus on real impact and achieving your goals with continuous learning and improvement
  • Uses learning from site visitors to inform sales and marketing tactics

To illustrate, here’s how Growth-Driven Design looks compared to the traditional approach.

Growth-Driven Design

Growth-Driven Design goes hand-in-hand with Inbound Marketing. At Blackbird, we use HubSpot marketing automation software as a key component to better inform our on-going design strategies, so we can effectively reach our clients’ digital marketing goals.

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