Learn how Growth-Driven Design (GDD) works by reviewing Weidert Group’s experience implementing this methodology on our own website.
Weidert Group’s website was attracting a growing amount of traffic, but not functioning the way we wanted it to: the user experience (UX) was not as intuitive as it could be, and cumbersome when the site was being viewed on mobile. And while the site attracted and converted leads, most were not from the target industries we want most. Finally, the site had been fairly static for 3 years, with only minor changes to pages outside of our daily blog. The design was due for a refresh, as the analytics and our judgment indicated its effectiveness was waning.
Though our typical approach would have been to completely overhaul our website, we weren’t able to commit the time necessary to go through a traditional website development process (one start-to-finish sequencing of work). Instead, we opted to leverage Growth-Driven Design (GDD) principles and methods, with the expectation that we would be able to:
The wish list was a fairly exhaustive itemization of all the strategic and tactical features stakeholders wanted as part of the new site and included changes or additions such as a speaker’s bureau page, a cost calculator, expanded team bios, a process page outlining how we work with clients and much more
As we mentioned in our Strategy phase we identified goals for sessions, contacts, MQLs, SQLs and customers. In the first 6 months we blew our goals out of the water. We couldn’t be more excited to see the growth we have achieved not to mention all the things we have learned by implementing this process. Taking this approach, opposed to a set it and forget it approach, has taught us so much about how our visitors use our site, the things they are interested in, the things that drive people to stay on a page longer and so many other insights we would have never had if we hadn’t taken a GDD approach to our site.
Since launching our launchpad site in September 2017 we have completed 6 continuous improvement cycles as of April 2018. Through those cycles we have learned a lot about what the users on our site are interested in. Below are some changes made during our continuous improvement cycles that contributed to our phenomenal growth.
We removed the banner from the mobile version of the site. The improvement in number of “eyes” that reach content lower on the page is seen in the Hotjar heatmap captures above. The warmer the color, the more views that object or section has received from visitors
All our advanced content CTAs were updated to be more visually interesting and to feature a headline that was more clear about the value of the advanced content.
Hypothesis: By making the headline more clear we believed more people would begin to click on our CTAs.
Since our launchpad site went live in September 2017 we have continuously made updates and have seen enormous success from doing so. If you want to learn more about what a Growth Driven Design engagement might look like for your company, reach out to us. We’d love to hear from you!