Creating a website has numerous overwhelming challenges, but the design of it is the true core of success.
When you think about it, an effectively designed website affects numerous things and people within your company. It sets immediate impressions in first-time visitors to a point where you can land or lose a customer. Plus, your site sets branding opportunities that either resonate or don't.
How do you know what's going to hit it off with your audience and what doesn't? With traditional web design, you have more risk because of the extra time it takes to put something together and tweak years later.
Using growth-driven design, however, brings a refreshing new way to create a design. This method continues to grow in popularity as a process that goes beyond just designing a website.
Ultimately, growth-driven design isn't just for HubSpot. It's a practice anyone can use since it aims to get marketing content out there now and evolve it through audience feedback.
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Making Growth-Driven Design Work for You
The aim behind all growth-driven design is to do research on your audience and get a web design up quickly. This differs widely from standard web design, which takes more methodical time to design a site while mostly going on content assumptions.
Growth-driven strategy works as an agile process where the site gets done on time and on budget. Then you gather feedback on user behavior over a testing period, followed by design evolution based on reactions.
It's a process you may prefer if you have a brand you want to get out to the public quickly. Budget also factors into this decision since traditional web design is usually more expensive and occurs over a longer period of time before going live.
Basically, you can look at growth-driven design as a philosophy for changing things based on customer demands.
The Importance of Not Staying Static
You should never let your website stay static, because things can change virtually overnight. Many design analysts say growth-driven design works as storytelling related to your customers. What this means is, you go through a journey of learning about your audience as you evolve your site.
Much of this comes in defining customer personas, along with other research about the people you're targeting. It also comes through creating a design wishlist, which you'll keep in reserve to add to your site once you do your redesigns.
Plus, don't forget about the content you place on your site. All of this should aim toward telling a story your visitors can relate to for better targeting. In most cases, this means addressing pain points, which you discover studying your customer personas.
Through continuous improvement of your site, the above is only part of the journey.
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Key Elements in Using Growth-Driven Design
Other things you'll discover about your site through growth-driven design needs to come through careful study of analytics. From this information you'll be able to go beyond knowing your audience and bring more value, usability, and improve better conversion rate optimization. In addition, you'll find ways to bring customers back, and create more personalized content.
Keep in mind, though, growth-driven design should become a continuing method of thinking in everything for your business. Being ever-fluid and ever-growing are the key areas toward maintaining relevancy in your company to customers.
The Raleigh HUG is hosting a meetup on September 28 from 5:30-7:00 p.m. at HQ Raleigh in Raleigh, NC with Luke Summerfield. Luke is the official creator of growth-driven design. you to attend this event to learn GDD from the master if you're a regular user of HubSpot or, if you just want to learn how to build a better website.