Website redesign with growth driven design means creating a website launch pad to collect data and adjust the site to achieve your marketing goals.
A website launch pad is a foundational website that focuses on the most important features to reach your objectives. It enables users to discover and find out more about your products and services. Different from traditional website design, in which the agency launch of the website marks the end of a project, the website launch pad is only the beginning and it is the cornerstone of growth driven design. In growth driven design, an agency continuously improves a website over time. The website launch pad goal is to build a better website quickly, and then monitor it to discover what works best. This means that the growth driven design agency constantly adjusts the site to optimize it for the user’s experience.
Site Redesign Scenarios
A growth driven design agency might encounter three website scenarios. The first type of website needs a complete redesign. So, the website launch pad reflects only the best parts of the original site. The second type of site redesign involves keeping the structure of the existing website intact while refreshing the headers and footers and the most important pages. Third, the simplest website redesign makes incremental adjustments to the original website. The growth driven design agency does this by adding new features, such as data collection and live messaging.
Each of these types of websites can migrate to a website launch pad configuration that supports a growth driven design methodology. A website launch pad, or foundational site, is superior to the original site because it fits the current needs of the company and customer better. However, it is a work in progress, launched to aid in the development process.
Website Launch Pad Construction
No matter which website redesign scenario presents itself, a growth driven design agency will start by prioritizing the most important 20% of changes that will result in 80% of the impact necessary to increase traffic. The agency will also build the client’s wish-list, a description of the ideal website, and a list of must-haves (versus what would just be nice to have). These are broken down into high, medium, and low impact. Work begins on the highest impact items.
Then, the job follows a website launch pad implementation process that focuses on messaging and content, user experience and site architecture, inbound marketing, wire frames and design, development, and quality assurance and testing. Data collection is the a hallmark of growth driven design because it allows the agency to make real-time changes to the site according to user data and feedback.
Time Is of the Essence
During this process, the agency focuses on three to five of the most important pages first, leveraging existing site structures as much as possible. This makes implementation of the website launch pad happen more quickly so that the agency can collect user feedback right away. With this information, the agency swiftly adjusts the site to meet the user’s needs, continuously improving the launch pad’s organization and message.
Compared to a traditional website redesign, which takes about three to six months from start to finish and takes place every two years, the growth driven design launch pad goes online in 30 to 60 days. Content is fresh and agile, even if the site is not considered complete yet. And what the agency learns about user preferences results in a more tailored experience for the end product. In traditional web design, the design team guesses what the user would like to see from a site. Growth driven design uses data analysis to discover the best way to present content.
The website launch pad design reflects the results of feedback provided by users. The growth driven design agency tests its hypothesis about what the user might need from the site. It records live reactions from users with analytics. The agency then optimizes the site according to the data provided by users. The turnaround time is much faster than in traditional web design. The product is a living, growing, changing website that the owner uses strategically. Look for a growth driven design agency like Adexma to guide your website launch pad construction.
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Harris, Brad. “Getting Inside GDD: What Is a Launch Pad Website.” http://www.struto.co.uk/blog/getting-inside-gdd-what-is-a-launch-pad-website (May 9, 2016).
Kilo, Charlie F. “The Growth Driven Design Process: Part 3, The Launchpad Site.” http://go.threecc.net/blog/the-growth-driven-design-process-part-3-launchpad-site (April 4, 2016).
Summerfield, Luke. “Proven Strategies for Launch Pad Sites.” Tettra. https://app.tettra.co/teams/growthdrivendesign/pages/proven-strategies-for-launch-pad-sites-free-video (November 2016).
Summerfield, Luke. “How to Scope a Launch Pad Website in Growth-Driven Design.” HubSpot. https://blog.hubspot.com/agency/scope-launch-pad-website-growth-driven-design-video#sm.00001g46zhsrlcdjtxeuvjqat6wyn (July 14, 2015).