It was the end of the year 2004, I still remember at Naukri’s office I was selling their product Resdex and looking at their sales volume, I was astonished and the question arose, why only a few websites are successful while other’s fail?
Understand one thing that none of these websites was built once and was left without any further updates or changes.
In fact, all these websites were constantly growing both in the area of content and design aspects.
When the dot com bubble happened people believed in creating websites out of the waterfall model. The requirements were gathered and it is frozen before projects were started. And At the end, the Launch happened.
Launch day at most companies used to be all celebrations and cake cutting but then it is not the end of all your online marketing initiatives.
The Launch date is not the end of your website building project but rather the beginning of the project.
Growth-Driven Design is based on agile methodology. This is where we keep developing a better version of the website by gathering proper user data consistently.
There are 3 parts to a Growth-Driven Website Development
1. Strategy Stage
2. Launchpad Stage
3. Continuous Improvement
Strategy stage is where you put a plan of action for your website project. A website project has nothing to do about the website alone. Rather it is to do with the entire business online.
Following are the key elements that we will decide during the strategy stage. We will be using something called the GDD Template for it.
The first thing that we will be doing is work on the Goals
Here we will be listing down the Strategy focus areas that we will be focusing on and for each focus areas we will be setting KPI, Target and Expected and Actual Results
The focus areas can be Lead Generation, Lead Nurturing & Lead Conversion etc. It can also be other metrics like Usability, Traffic, and Building Value etc
Creating a scorecard month by month will make your progress tracking effective and result oriented. So, create a scorecard.
Jobs to be done
This is about identifying the core job to be done in each of the sections on the website. This starts with understanding your user’s problems and finding what they are looking for as a solution to their problems.
- You got to answer the following:
- What situation the user is into? (Problems)
- What does he want? Which motivates him or solves his problem? (Solution)
- What is the outcome that he wants? (Results)
Personas are nothing but an insight into your user or your Target Audience. For this, you will have to talk to your sales teams, service teams, and product teams and understand your buyer motivation, interests, behaviour, etc.
Conducting a UX research also gives a deeper understanding of the users.
Also, financial analysis of various segments will make us understand the market better.
With all the data available we will be making a Fundamental assumption about the overall situation
We will be analyzing Jobs to be Done, Persona, Problem-Solution, Value Proposition, Things to be Avoided, etc
And make overall Assumptions which has to be tested and Validated
We will be mapping the user’s journey at different stages like Awareness stage, Consideration stage and Decision Stage, etc.
Wishlist is the list of Action items that need to be executed. It could be like Product testing, AB Testing, Price Testing & various Ad formats, tasks to be done, etc.
Understand that Hubspot makes 51.3 crores USD (2018) by implementing Growth-Driven design into their website.