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Written by Caroline Prince
on June 01, 2017

When it comes to redesigning a business website, business owners and marketers often find themselves balking at the prospect primarily because their minds immediately jump to the various aspects associated with it: planning, content audits, budgeting and scope definition, wire framing, and a whole other list of problems.

The biggest impact of a web redesign is, however, on the marketing aspect.  During the months of redesign, your marketing efforts will need to be reevaluated and reformulated around the new design, and in consequence, you run a risk of deviating from the core activities of your business plan. In addition, you’ll need to rely on the hope that your new design won’t undo the ground gained through your previous websites vis-à-vis your analytics, ranking and visibility.

So, there has to be a way in which you get to keep both your marketing efforts and reap the benefits of a new design, right? Fortunately, there is: it’s called Growth-Driven Design.

 

So, What Is Growth-Driven Design?

 

Growth-driven design (GDD) centers around eliminating the headaches associated with traditional web design in way where the goals associated with marketing and web design converge into one single goal: exercising continuous improvements to your website design based on data-driven marketing decisions. Simply put, GDD is the process of continuously making changes to your design - layout, conversion funnels, content and structure - based on hard data generated by your marketing efforts such as website analytics, buyer personas and split-testing results.

Through GDD, instead of overhauling your whole website, you can focus on the areas in the website that drive results and work on improving those areas to improve results.  By centering your design around live marketing analytics and data, you can ensure that your website content is always current and optimized to drive high lead generation and conversions. Owing to its iterative nature, GDD also cuts your design costs and time by a considerable amount.

Read: Why Growth Driven Design Is the New Way to Generate Revenue

Here are 10 Tips to Use Growth-Driven Design to Boost Your Conversions

1. Be more Factual about Your Brand

 

One of the key goals in GDD is to maximize the impact of your brand on prospective customers. The key is to ask yourself what makes your brand stand out from its competition: what will make my customers come to rely on my brand as one that will get them exactly what they want, exactly when they need it? How can I find that exact window of opportunity during which I can open a line of communication with the customer?

Brand positioning encompasses all these questions and involves creating a strategy, and then crafting an effective brand-positioning statement which will impact your customers’ perception of the brand.  

  • You to take stock of your current position in the market and that of your competitors
  • Based on that analysis, you need to find a distinct, value-based idea that sets you apart from the competition
  • You, then, need to craft a unique branding statement and test it on your audience.

 

2. A/B Testing

 

growth-driven design

A/B testing - also known as split-testing - is a core marketing tactic that involves comparing two variants of a single web-page to assess which version works better at serving your goal. The version which drives the higher conversions can then be chosen as the final version of the page. This helps a brand gain a broad understanding of their audience and their behavior, and drastically reduce investment costs, and garner a higher ROI.

So, what are the elements that can be tested using split-testing? Well, pretty much anything that has an effect on your visitor behavior. This includes elements such as:

  • Typography
  • Page Layout
  • Images and Media
  • Design Colors
  • Font Size
  • CTAs
  • Site Navigation
  • Form Placements and Fields
  • Offers
  • Timing of Posting/Offers

By assessing your user’s behavior over time through A/B testing, you can form a clear picture of your users’ conversion journey.  The process of A/B testing is a continuous process, and it can only be effective if done consistently; user behaviors are not static, and therefore, your website design should always conform to those ever-changing patterns.

 

3. Conversion-Driven Content

 

The purpose of writing conversion-driven content for your service offers is to build and reinforce your visitors’ trust in your brand and eventually, push them down the sales funnel to convert them into customers.  This involves crafting your content in a way that adds context and value to the purchase conversation.  So, how can you use your content to drive conversions?

  • Look to your customers for ideas: find out what they like to read. You can do this by analyzing what posts on your website they spent considerable time on, perusing the comments on your posts in social media or blogs, or better yet: ask them what content they’d like to see. 

  • Create content that not only educates them but also encourages them to seek more information from you: for example, create a blog post around a topic, and then encourage them to sign up for a free ebook or webinar that can give them further insights.
  • Language matters, too. Don’t couch your content in vague language. Stick to using an active voice with logical sentence structures and present-tense verbs.
  • Back up your claims, as well. Saying your product has produced satisfactory results with respect to a particular pain point will not convince your customer. So, back your statement up with solid data and statistics: include customer testimonials, survey results and other data points.
  • Don’t clutter your page with paragraphs of text. When it comes to website content, users more than often tend to scan content rather than read each word. So, use bullet points, meaningful headings and subheadings and highlighted keywords to maximize the impact of your content.


Read: 10 Mistakes to Avoid in Your Content Marketing Strategy

 

4. Using Whitespace Effectively

 

Whitespace is an oft-underappreciated design element that can have a surprising effect on your conversions. Whitespace is the negative space - the space between the various elements on your page - that provides a visual breathing room for your visitors’ eyes. A design that is cluttered and confused with closely packed elements and content can chase users away and discourage them from ever coming back to your website. When used right, white space has many advantages:

  • Increased content legibility, enabling customers to find what they’re looking for immediately without having to read through your content

  • Increased customer interactivity, encouraging them to keep scanning without any distraction
  • Makes pertinent content elements such as CTAs and quick forms stand out, increasing chances of conversions.

 

5. Landing Pages

 

growth-driven design, landing pages

According to HubSpot’s survey on over 7000 businesses, companies tended to see a 55% increase in their lead generation when their websites had between 10 to 15 landing pages, and a further spike for companies with over 40 landing pages. So, what’s the deal with landing pages? Why are they so important? Simply put, the more the number of landing pages you have, the more opportunities you have for conversions.  Here are some advantages of having individual landing pages for all your offers:

  • The more pages indexed by a search engine from your website, the more chances you gain for a visitor to land directly on your offer page instead of having to go through your website to find it
  • Creating landing pages for individual offers also allows you to segment your users more effectively. By targeting them through segment-specific content, you can increase the chances of them converting successfully
  • Gain an increased inbound marketing potential through the variety afforded by having multiple landing pages. Individual pages give you more marketing collateral to promote your offers effectively


Creating individual landing pages for individual offers and visitor segments therefore form an essential part of the GDD model: where the content and type of individual landing pages are driven by user behavior and traffic analytics.

 

6. Competitor Analysis

 

If you want your website - your primary marketing tool - to encourage your visitors to perceive you as trustworthy source, then you need to know how and why your competitors are faring better, and then develop a strategy to beat them at that game. In performing competitor analysis or competitor profiling here are some key areas you should focus on:

  • Customer base: Are they serving the same segment as you? If yes, is that customer base growing bigger by the day?

  • Marketing campaigns: Take a good look at the kind of content marketing campaigns they create; what trends, topics and concepts do they actively cover?
  • Marketing channels: Are they using the right channels to reach their customer base? Social media, blogs, e-books, webinars?
  • Offers: Do they offer special discounts, trial offers and specials on their website?
  • Website Comparison: Is their website optimized for mobile users? What is the user-experience on their website in terms of navigation, number of pages, and load times?


Using these analytics, you can build a strategy that capitalizes on the uniqueness of your brand and in turn, successfully pull customers towards you rather than the competition.

 

7. Heat Mapping

 

Heatmaps are an effective way of analyzing visitor behavior on a page, and can provide actionable insights that can lead to increased conversions on your website. Heat-map tools like HotJar present a visual representation of users’ clicks, taps and scrolling behavior on the site and by analyzing the concentration of activity on various parts of your website, you can derive a clear picture of:

  • Which spots on your website received the most clicks and views

  • The amount of time spent on a given area on the website

  • Analyze and compare behaviors from different segments on a given page to understand what works and what doesn’t


 

8. Create Higher Value Offers

 

Why do some offer pages work, while others don’t? Is it in the way they presented the offer? Is it in the page design? Honestly, there are any number of reasons why one product page or offer page fares better than the other.

But the bottom-line is this: as long as the page focuses more on the customer, rather than the business, they work. Customers do not want to hear why your business is the best there is, they want to know why your business is best for them. This involves creating a landing page that:

  • Clearly states who will benefit and how they will benefit from the offer

  • Includes some form of assurance that promises immediate and visible action when the user avails it

  • Positions the CTA in a non-intrusive, yet effective way that encourages people to act on it


9. Colors

 

Did you know that there is such a thing called color psychology? Colors influence moods, emotions and actions even if one isn’t consciously aware of it.  While there has been a fair amount of skepticism surrounding this theory, research does prove it exists.  So how can marketers capitalize on this? By factoring color theme selection into their marketing strategy. Not only do individual colors affect user behavior, color combinations also play a part in the customer psychology. Here are some ways in which colors can play a role in your conversion rates:

  • They can define your brand: Most major brands are easily identifiable not by their product, but by their logos. Why is that? It’s because these logos have a distinctive color that tends to stick with you.
  • First impressions: Color plays a huge role in the initial assessment of a brand or product, according to a study done by Kissmetrics.
  • User behaviors: Men and women react differently to different colors and therefore, even the colors of your CTA buttons can make a difference in your conversion rates if you’re target is focused on one sex more than the other.


10. Calls to Action (CTA)

 

A call-to-action is a crucial part of your buyers’ journey, and play a major role in conversions. The call-to-action button or element needs to stand out, but shouldn’t be intrusive or distracting. Here are some ways in which CTAs can be used effectively to draw a user’s attention:

  • Position the CTA in a place where the user is likely to see it: either in the navigation bar or anywhere above the fold.
  • The most effective CTA’s have been those which matched the brand’s main color, so they automatically stand out to the user.
  • The background matters too, just as much as the color of the CTA button. Find a way to subtly tie your background image into the action effected by the CTA. 


The plus-point about adopting a growth-driven model, is that it gives you room to constantly experiment with ideas and tactics that will keep your users coming back for more. You can eventually establish your brand as one that’s built around its users and not its bottom-line.

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