Phase 1: Strategy & Goal Setting
We work with your team to do a deep dive into your business and where you are today and where you want to be tomorrow.
Areas covered include historical & current performance, key performance metrics, pipeline performance, lead quality review and in-depth competitive and industry analysis.
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Phase 2: Buyer Persona Development
In this phase, we apply a laser focus on your customers and ideal customers to build detailed buyer personas for your marketing and sales teams.
Our output here is a number of detailed customer/buyer personas that represent the profile of your perfect customers to allow us to develop our content strategy to target these prospects online.
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Phase 3: Website Redesign - Launch Pad
The typical website redesign process takes about 3 to 6 months before the refreshed site is launched. This is another benefit of Growth-Driven Design.
Since the goal is to understand what your users want, we launch in about 4 weeks so we can start collecting data.
In this phase, we build out the core of the website. We focus on the 20% of the items that make 80% of the impact. Everything that is a "must-have" in order to get the site operating is created and launched in this phase.
Many times when people hear "launchpad site," they think “unfinished.” But that’s not the case at all. It’s more like cutting it back to the essentials. It’s all about focusing on what matters most and then building on top of that.
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Phase 4: Post Site Launch
Phase four is about collecting, analyzing and putting the data back into the strategy. This phase happens over the third and fourth months of the project.
Remember the wish-list you did in phase 1? This is when you go back to the wishlist and select the "High Impact" items that we didn't get to for the launch of the LaunchPad site.
Once again, these items need to match what your users need.
Look at the data and sort the items around user impact and ROI, not your wants. We recommend adding one element to a page at a time. This way you have a clearer picture of the impact of that addition.
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Phase 5: Ongoing Improvement
Over the past four months, you’ve done detailed research, launched your new site and have started to collect real user data.
In the typical website redesign process, you would most likely still be waiting for the final drafts of the mock-up.
Phase 4 is never really “finished.” Each month as you collect more and more data you make tweaks and changes based on what will make the greatest impact on your goals.
Here are a few key areas to keep in mind when deciding what to change based on the Growth-Driven Design Hierarchy:
- Utility: Is your audience finding value in your website, its content and features?
- Usability: Are they easily finding what they want and leaving happy?
- Conversion Rate Optimization - CTO: Are they effectively moving through the funnel?
- Stickiness: Are they returning or coming once and never coming back?
- Personalization: How do we personalize the top 4 items for each persona?
- New Content Assets: Creating high-impact, valuable "assets" to the website?
