21.03.2017

How Growth-Driven Design Can Transform your Online Store

Website redesign projects can be a highly work intensive, expensive, and time-consuming. But it’s vital for businesses to engage in this practice to keep their website up to date to offer the best value for visitors.

Companies often redesign their websites every 2 to 3 years. So what’s the best way to approach it? At present, the best strategy for e-commerce websites is to follow the principles of growth-driven design.

What is Growth-Driven Design?

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Growth-driven design is quite similar to agile development. This approach involves following a testdriven incremental process where the redesign will be based on audience analysis.

As a result, all the changes you make to your site will be based on understanding about visitor needs and lead conversion rates.

By following this strategy, you can minimize the risk of wasting time, money, and the possibility of becoming completely obsolete. With growth-driven design, your website will be constantly evolving. It won’t be a static website that is set up and forgotten about for the next couple of years.

Start with a Launchpad Site

When your redesign is driven by data analytics, it eliminates the need to spend several months planning a complete website redesign. Rather, the best way forward is to work with an agency to strategize and evaluate the goals of your site.

It’s best to develop a launchpad site as soon as you can and then continuously engage in improving the website. Although this idea isn’t anything new, it’s a new name to help understand the concept of continuously improving your web presence.

This approach works best with a retainer model where the design agency acts as your partner to continuously be on the cutting edge and achieve the best ROI for your website. This will also give you the added benefit of keeping pace with the fast-paced evolution of technology.

Growth-Driven Design Timeline

From the initial strategy meeting, it takes about 30-45 days to get your launchpad site live. This kind of timeline will also help you stick to your budget and milestones.

Further, growth-driven design websites are cyclical meaning that you’ll have monthly checks over the next 11 months. This process will entail ongoing bursts of website optimisation which will make the workload a lot more manageable and cost-effective.

Better Results Through Continuous Learning

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By following this strategy, you will be continuously learning about your visitors’ user experience (UX) and how your website is performing in terms of buyer personas.

The strengths and weaknesses of UX of your website can be ascertained from data analytics of the initial and subsequent cycles. Further, you can also determine if you’re meeting your performance goals effectively.

Once you have identified the strengths and weaknesses of the site, you can consider making some changes and balance the effort required and the expected impact.

Once you go live with the updated site, you’ll have to take steps to drive traffic to the pages to monitor its impact. Once you have generated some healthy traffic, you have to perform data analysis to ascertain if the changes that you have implemented are having the desired impact.

An important part of this approach is to invite many diverse teams and individuals to understand and learn from the insights gained from this cycle. It’s essential that it’s a collective effort to determine your next plan of action to nurture leads, convert to sales, and attract more leads to the website.

Continuous Website Optimisation Builds Momentum

As growth-driven designs are all about making data-driven decisions that enable positive changes, it provides a great opportunity to keep building momentum. Further, it also suits your stakeholders as they can see progress over time rather than expect overnight success.

Following these incremental principles will also mean less downtime and constant focus. As a result, your redesign team will also be constantly focused on continuous improvement.

It Can Benefit Both Big and Small Businesses

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This design approach can work well for both big and small businesses. However, for large enterprises, some groundwork must first take place to help the process run smoothly.

What this means is if your enterprise level website has been built with complex IT infrastructure, you will need to address that right from the beginning. It’s important because you will have to get the launchpad site up and running as quickly as possible.

Further, if it’s a large organization with complex approval processes, you will have to find ways to simplify it and speed things up. Momentum is key to transforming your online store and convert visitors, so there shouldn’t be obstacles during this process.

So if your website isn’t doing what you want it to, growth-driven design can be a great solution to migrate away from a static website to a responsive design.

Further, it won’t be a task that’s difficult to manage as it’s usually handled by a small team. Smaller teams working on redesign tasks usually consist of a couple of developers, designers, and a marketer.

This way, they can work closely together to develop a strategy, build a launchpad site, and perform improvements continuously to ensure that the client’s needs are met while being completely involved in the whole process.

As your website attracts more organic traffic and sales increase, so will the growth-driven development team. As a result, you can say that this design philosophy is really about continuous growth on multiple levels.