Redesigning your website is a long, tedious and often expensive process. You want to be well-informed of two things before you begin updating your website: how you should go about redesigning your site and why.
Let’s start with the how. In the past, you’ve only had one option—spend three months redesigning your site, wait about two to three years, then start the process all over again. But now, there’s a second, more cost-effective option available.
Growth-driven design is the process of building a foundation website that can do exactly what you need it to do while laying the groundwork for future updates based on how your website performs over time. In essence, the site is monitored continuously and updates are made based on data collected and actions visitors to the site are taking.
No matter which Web design model you decide to go with, you should also look into the following metrics to discover why you should redesign your website and what your focus should be throughout the process:
More specifically, page load time. Statistics show that a user will leave a web page if it takes more than three seconds to load. Not only does this have an effect on your overall visitor count, it can also negatively impact your search engine ranking.
Monitoring how long a user spends time on a page can tell you two things: one, that the page is well-designed and encourages users to explore, and two, that the content on the page is worth reading. Both content and design are incredibly important and they work together to deliver your message in an easy-to-digest manner.
If people aren’t spending a lot of time on a particular page, perhaps the content needs some edits or the design needs to be tweaked. On the other hand, if people are spending a couple minutes or so on a page, you might want to optimize the page to increase conversions, add a larger CTA, more information, etc.
Pages per Session
This is similar to session time, but instead of monitoring how much time a user is spending on an individual page, pages per session focuses on how many pages the user visited while they were on your site. A high number indicates that users are encouraged to continue to explore your website, as it is interesting and informational.
During a growth-driven design retainer, this will be monitored and will show us what pages need to be optimized, created or even deleted. For example, we’ll ask questions like, “If people are browsing this page, that page and this page, then leaving the site, are they finding the information they need or are they giving up?”
The primary purpose of your website for the user is to discover a solution to a problem or need they have. The primary purpose of your website for you is that it converts visitors into leads (or even customers, depending on the nature of your website). And you aren’t alone. More than 80% of marketers consider increasing the overall conversion rate of their websites a dominant priority.
Heat mapping technology, like Crazy Egg, makes it easy to monitor your conversion rate during a GDD retainer. Software like Crazy Egg allows you to visually see how users are navigating your site, where they’re scrolling to, where they’re clicking, or more importantly, where they’re not clicking. After analyzing the heat maps, changes can be made to encourage users to take the actions you want them to take based on what they’re already doing.
Hopefully, your website is already boosting your overall sales—whether it’s through purchases made on the website or the generation of qualified leads. To make sure that it continues to generate sales and leads, your website needs to grow along with your business. And that’s exactly how growth-driven design can transform your website from a stagnant marketing tool into a 24/7 sales machine.
Unlike the traditional website design process, GDD focuses on not only making sure your website stays on the leading edge of design and development innovations but ensuring your website continues to effectively convert visitors into customers, as well.
Hearing about growth-driven design for the first time? Learn more about the three pillars of GDD and how this methodology can help you solve your greatest marketing challenges.