It has been said that a prospect has already moved through 70% of the sales process before even reaching out to the sales team. Where are they finding the information before they are talking to someone? – Your website. It’s no overstatement to say that your website is your best marketing asset and your best sales person.
Then why is everything about the website design process broken?
Think about the last website design processes you have been involved in. Was it a pleasant experience? Did you get the site launched on time or on budget? How much continuous improvements have been made after the launch?
For most people that have been involved, the answers are: it was not pleasant, the site did not get launched on time or on budget, no improvements has been made after the launch.
The traditional web design cycle often looks like this:
To explain the image above: company X gets an idea that they want a new website. They have no clue why they really want the site redesigned, they just think that a new look would be nice. They reach out to a couple of web design agencies and choose one of them (most likely the cheapest one). Their brief doesn’t include much more than “we want a new design”. The web designers lock themselves in a room and start building the site as they want. They assume they know how to build the perfect site for every customer because they are “web designers”. After three months they come out of their room and hand over the site to company X and sigh of relief. Then the new site sits for 1.5 to 2 years again without any major updates before company X wants a new redesign.
I know the previous paragraph is exaggerated and I apologize if any web designers are reading this.
So what is the solution to this madness?
The answer is Growth-Driven Design, a completely new approach and way of thinking about building and growing websites.
There are three things that makes Growth-Driven Design more effective:
- Minimize risks associated with traditional web design.
We work to avoid the risks of traditional web design by taking a systematic approach to shorten the time to launch, focusing on real impact and continuous learning and improvement.
- Continuously learn and improve.
We are constantly researching, testing and learning about our visitors to inform on-going website improvements. Through continuous improvements we can reach peak performance.
- As you learn, inform marketing and sales (and vice versa).
Growth-Driven Design is tightly integrated with marketing & sales. What we learn about visitors helps inform and improve marketing & sales strategies and tactics (and vice versa).
Don’t worry, I will dig deeper into this in future posts. In the meantime you can read more in this free ebook:
- Posted by Andreas Westerlund
- On November 21, 2015