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Your Ultimate Go-to Guide For Growth Driven Design

November 4, 2016 | Dev Shah

The inability of website to convert, results into considering website redesign. I know it might be scary, but could you remember the last time you had a website redesign and ask yourself:

  • How much revenue/resources/time went to make the website live?
  • Was it launched on the given deadline?
  • Was it launched within the determined budget?
  • Does it sound exciting to go for one more round of website redesign?
  • Once the redesigned website was launched, what was the state of engagement and conversion?

The Horror Story Of Website Redesign

With everyone convinced of an enhanced business image, your team might have started revamping the website to take it to next level. However, the plans have fallen right on their face. Your new website might have become victim of nightmarish conversion rates. Horror stories like these aren’t alien in the case of redesign. In fact, this is the most common outcome of numerous website redesign projects.

Is it affordable for your marketing goals to wait every time for three months for website redesign to take place?

Or, is there a way you could strike balance between website design and marketing?

In Comes Growth-Driven Design

In simple terms, GDD is something that you should consider before going for a full-fledged website redesign. Growth-driven design aligns with the current goals of your organization by tightly sticking to the marketing and sales goals.

Why You Should Embrace Growth-Driven Design?

  • It eliminates all the horrors of traditional website redesign.
  • It is a continuous process of learning and enhancing.
  • The trends that we learn from user behaviour could prove to be helpful for marketing and sales strategies.
  • Unlike traditional redesign that takes 3-4 months, the high-level impact data could be optimized within 30-45 days.

How To Create A GDD Strategy?

The strategy phase will help in building a rock solid foundation on which all the GDD initiatives will be built. Being blindfolded at this stage will lead only to tasks based on assumptions for all upcoming efforts.

Website Audit: This will help in conducting quantitative research and understand user behaviour that will answer essential questions like:

  • The reason users are coming to your website.
  • The value that they receive.
  • The devices on which they are accessing your website.

Goal Setting: Clearly understand the business objectives that you want to achieve from the website. While creating goals, specify two things clearly

  • Goals that you are trying to achieve (visits, revenue, CLV, etc.)
  • What is your current status in terms of the defined goals?

Personas: The main aim behind personas is to create a fictional representation of the ideal customers. Here is how you could go ahead with creating personas:

  • Internal interviews with employees
  • Make a list of the demographics.
  • Determine the goals of individuals for whom your solution is suitable.
  • Conduct external interviews with leads and existing customers
  • Create a picture and humanize the persona to ensure that every element of the website takes it into account.


Fundamental Assumptions: This will form the core from where both the business and website goals will meet:
  • Based on the challenges of your persona, dig deep-down and identify max 3 core problems based on the root challenge.
  • Determine the best solutions for these problems.
  • Identify how your business could relate to the users and their challenge and this will determine the USP or UVP.

User Journey Mapping: This step gives a complete view of the customer life-cycle before, during, and after contact with the company. There are basically 4 levels that you need to checkout whether they satisfy your personas:

  • Awareness
  • Consideration
  • Decision
  • Delight


Website Essentials: Based on all of the above, you will now think to improve various elements of the website to create maximum impact. The key elements are:

  • Modification or generating new content and messages.
  • Information architecture
  • Wireframing and design
  • Programming and development
  • UX and A/B testing


Website Metrics: These metrics are the major indicators about your success with goals. The major key performance indicators would be:

  • Site bounce rate
  • Time spent on the website
  • Average page views per session
  • User flow
  • Calls-to-action conversions
  • Website conversions


Iterative Development And Continuous Improvements: With all the above mentioned steps and your end-users in the focus, the whole development process will kick start. There are basically four steps involved in the development process:

  • Planning
  • Development
  • Learning
  • Transferring

GDD Puts Growth At The Pinnacle

Growth forms the basis of all GDD initiatives. It only takes into account real data to adopt a systematic approach by selecting high-impact items to launch a website with the power of converting more. In addition to that, GDD also promotes continuous learning to ensure that all real data is utilized for continuous development. This enables your website to grow with every new implementation and get innovative with reaching goals.


Dev Shah

Dev Shah

Dev is the Head of Marketing at HubMonks, a HubSpot content management system (CMS) partner for major inbound marketing agencies and brands. Dev utilizes and swears by the power of the HubSpot inbound marketing methodology. He loves to share valuable insights on HubSpot’s marketing software, content management system (CMS) and the best practices to set up successful inbound marketing campaigns.

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