Growth-driven design (GDD) is a more efficient, cost-effective and strategic way to redesign a website. The GDD methodology may sound like a simple solution to the outdated traditional design process, however implementing it requires proficiency in many disciplines, access to several online platforms, and a strategic framework of analysis and iteration.
The following are five tools that are essential to fuel your growth-driven design program. Combined, these tools allow for the analysis, testing and optimisation that is central to any successful GDD project. They also allow GDD to be scalable, agile and efficient.
The GDD process begins with the formulation of a growth strategy to develop a deep and data-backed understanding of your audience. User testing is fundamental to this stage of growth-driven design, with user analytics programs like Hotjar playing an invaluable role in gathering audience insights.
- Heatmaps to provide a visual representation of click, tap and scroll data
- Recordings to analyse website usability issues
- Conversion funnels to reveal where users abandon the site
- Form analysis to reveal where users abandon forms
- Feedback polls to proactively seek qualitative feedback from real users
These user insights should be used to make data-driven assumptions that form the basis of the design growth strategy.
2. Google Sheets
Every GDD action item should be documented in a central location. A GDD Google Sheet should;
- List action items (e.g. 'Pricing Page Redesign’)
- List the target metric of each action item (e.g. conversion or time on site)
- Note its predicted impact to the site as a whole
- Note its performance against the target metric once completed
Without a central location of GDD action items, the analysis and optimisation of the website becomes ad hoc and inefficient.
3. Usability Hub
In many ways, website redesigns are fuelled by assumptions. GDD bases these design assumptions on data, like that collected by user testing, but it also tests these assumptions before roll out.
Usability Hub allows designers to pre-vet their hypotheses with remote user testing. The testing frameworks they offer include;
- The Five Second Test to measure the clarity of your design by asking users what they recall after just five seconds of viewing the website.
- The Click Test to see how easily users can accomplish a set task.
- The Question Test to gather qualitative feedback from users.
- The Navigation Test to measure how easily users can navigate the design.
- The Preference Test to gauge the effectiveness of contrasting designs in an A/B format.
Testing your hypotheses before and after the roll out is critical to refining and iterating your design.
4. Google Analytics
Google Analytics should serve as a constant source of performance data for the duration of your GDD project. For accountability and accurate testing, it’s best to assign each of your GDD action items with a metric on Google Analytics, such as bounce rate, time on site, conversion and page views.
With the ranking importance of keywords diminishing, user behaviour metrics are increasingly important to the organic performance of your website. For this reason, many companies are viewing growth-driven design as an investment in SEO as much as conversion and brand building.
A marketing automation solution like HubSpot is the best way to track, manage and optimise website conversion in a GDD project. With consistent, accurate and comprehensive conversion data across landing pages, website pages and calls-to-action, your GDD program is kept on track to achieve its goals.
At Spinfluence, we work exclusively within the HubSpot platform and have implemented successful GDD programs across a range of industries.
To discover why we were awarded the 2016 HubSpot Grand Prize for Growth-Driven Design and 2017 HubSpot Impact Award for Graphic Design, get in touch with us today.