Growth Driven Design is a website redesign process that works around user activity and motivations. Research and analytics are used as a basis to develop the website, resulting in better website ROI (return on investment). Unlike the traditional web design method based on making blind assumptions.

Traditional Web Design vs. Growth Driven Design

Minimising risks and removing guesswork

Researching the website’s analytics and studying user behaviour are key in the Growth Driven Design process. Rather than starting from scratch, decisions are based on existing information. It’s based on what already works and what doesn’t, and how website visitors have responded to your web content.

Spreading costs and resources over time

The initial Launch Pad website costs less, while you enjoy continual improvement month by month. Unlike traditional websites where you would launch a ‘completed’ website after months of deliberation – which then would stay that way to 2 years or more.

Meanwhile, the Launch Pad Website is already an improvement on the older website because it was built on existing analytics and user information.

GDD vs Traditional Web Design

Integrating with sales and marketing for overall business benefits

The information learned from the website and its users is shared with sales and marketing teams to help improve their strategies. In return, marketing and sales provide helpful customer information that will assist in the development of the website.

What’s involved in Growth Driven Design

Growth Driven Design consists of a 3 phase process. Each step necessary to ensure maximum success.

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1. Strategy

The aim of the Strategy phase is to get a clear, empathetic understanding of the users and how to best fit the website into their life. It involves defining measurable goals, buyer personas, and researching existing statistics and user activity.

Launch Pad website

The Launch Pad website contains the core, value-driving elements. Because it is built as a response to the research in the Strategy phase, it is a better planned and developed website than your existing one.

3. Continuous Improvement

Unlike traditional website design, the launch pad website is the mere starting point for continuous improvement. These on-going cycles involve 4 steps.

Cycle Step 1: PLAN

Remaining wishlist items are prioritised and the top few are included in the current cycle.

The PLAN phase is like a mini version of the original Strategy phase, but is more current and focuses on more detail. The resulting action items generally fit into these buckets:

4 buckets of action items

Cycle Step 2: DEVELOP

Start implementing the action items from the plan, experimenting with each one.

Cycle Step 3: LEARN

Learn from the new analytics and research – were there successes? Why? Why not? Where else can the new positive outcomes be applied?

Cycle Step 4: TRANSFER

Transfer the new-found information to other parts of your business in respect to sales and marketing.


Go back to Cycle Step 1, and start planning your next cycle.

The cycle repeats itself, each time bringing in greater results. More cycles, more impact.

Growth Driven Design success stories

How StandDesk Increased Conversion Rates When Traditional Content Offers Weren’t Enough

In this case study, you will see how a marketing campaign went through a stepped process whereby they tested outcomes and made changes in response to results. Over 45 days, they increased customer acquisition by a massive 221%.

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How Growth-Driven Design Increased Lead Conversion by 178%

To achieve rapid results, SparkReaction combined the release of a Launch Pad website with an inbound marketing campaign. Lead conversion sky-rocketed.

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Red River Tea: Brewing Brand Loyalty One Glass At A Time

Red River Tea wanted to go from a local to national distributor. With the use of a Launch Pad website that included new high-value pages, website traffic increased 336% over 12 months.

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Weighing up the return on investment

What would a 10%-50% increase in business leads mean to you?

The resulting percentage growth and profit increase would be affected by what you sell, how often and the price per unit. But in comparison, a Growth Driven Design website would far more than pay for itself.

And remember, the risks are minimised due to the research behind every update.

If you’re interested in finding out if Growth Driven Design is right for your business, download the Growth Driven Web Design checklist and see if you are a fit…

Carolyn Wilson
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