Digital Transformation of Your Website for the Digital Native
By Brad Harris - September 29, 2016
The Digital Revolution has seen the evolution of a new kind of buyer, which means that businesses that aren’t evolving with them will be left behind. But, what does the digital transformation of your website mean, and what’s GDD got to do with it?
As an introduction to the digital native, it’s critical to note that this modern buyer isn’t as predictable and straight-forward as we’ve come to expect from consumers of the pre-Internet era. Their buying journey is random, they’re studious and always cautious of new information… which means that your website needs to transform into the digital space by using an agile approach.
This agile approach should offer quick changes according to what your visitors are currently interested in. We’re talking about consistent data-backed iterations… we’re talking about Growth-Driven Design (GDD).
Digital Transformation: Traditional Website Design is Broken
Traditional website design is broken and needs to be evolved. The way we, as a design and development industry, have traditionally built websites, has severe limitations. Expecting to see impressive increases in performance or return on investment (ROI), without changing the way we perform, can only lead to disappointment. Taken from one of our previous blogs on GDD, we need to find a realistic method to:
Develop a process that allows us to launch a website quickly, with the most important content locked and loaded at the start. This is the content that will move the business forward in the short-term.
Build a process that is flexible enough to accommodate continuous content additions and therefore scale well to support future plans, as well as take advantage of as yet unforeseen opportunities.
Document and test our original hypotheses in an on-going, structured manner with an eye fixed firmly on improvement of results.
Provide a framework that allows us to build out the user journey for each of our buyer personas over time. In doing so, we must take into account the user’s context and, as such, tailor the content we show the user dynamically as they move through the journey.
Break out of the two-year cycle of restrictive capital outlay, where tight budgets make way for measured operational expenditure focused on results.
Why You Should Want to Adopt a GDD Strategy
1. You’re unhappy with your website
When prospects tell you that they've had a look at your website, do you float on the clouds or feel dead-weight in your stomach? If you're the latter, then you’ve probably had no time or space to move with your users. Making iterations based on real-time data hasn’t been an option, so how was your website meant to perform as you wanted it to? GDD is all about making incremental changes according to what the analytics reveal. As you see users interacting with your website, you can make changes that reflect and benefit from their behaviour.
2. You don’t have big capital
Traditional website design is expensive, as it requires bulk sums of money upfront. But with GDD, the fees come in far smaller amounts that are spread out over time. In fact, it allows you to draw up a priority list of iterations based on assumed ROI and cost.
3. You’re tired of the big risks
No one wants the old way of doing things to stick around any longer – where you had to wait over 2 years to get your website refreshed. By the time it finally was refreshed, the data had changed, and it still wasn’t performing. GDD lets you skip the waste of time and resources by allowing you try different approaches with your users incrementally, to understand what works best without making any assumptions off-hand.
A New Playbook for Growth-Driven Design
When we discovered Growth-Driven Design (GDD) we knew we had found the approach to website design that we were looking for. That’s why we want to share it with you. This our process of designing websites in the GDD methodology.
Phase 1: Building A Wish-list
This is the brainstorm time. A GDD wish-list is a list of elements that you imagine your ideal website would be made of. These can be functions, actions or design ideas – anything! Traditional website design is built off only a single initial hypothesis, but GDD uses this initial hypothesis only as a starting point. Whereas the old way attempts to implement all of the items on your initial wish-list at once, GDD actions only the most vital items first, and then uses hard data to guide the rest of the build.
You’ll need to ask yourself all of the hard questions, and dream your wildest dreams. Find out what you want from your users, and what your users want from you.
Create Priority Assumptions
Now you’ll have created a list of wishful website items. Next is to draw up your priority assumptions – an 80/20 wish-list where you select 20% of the wish-list items that will give 80% of the impact.
Phase 2: The Launchpad Website
This Launchpad website is meant to be the foundation of what you’re trying to achieve, meaning that you should only carry out the core necessary items on your wish-list. Once these have been chosen, the process is the same as any website build:
Messaging & Content
User Experience (UX) & Site Architecture
Inbound Marketing Strategy Alignment
Quality Assurance and Testing
Once these 20% wish-list items have been installed and tested, it’s time for data analysis of your users’ interaction and their lead development. This, in turn, should re-start the GDD process by giving you data that will inform a revised wish-list and the first round of your iterations (which is Phase 3). And so it goes on, and on, and on.
The reason we love GDD so much, is because of how well it integrates with inbound marketing strategies. To find out what we mean, download our guide below.