luke summerfield - growth driven design

INBOUND15

GROWTH-DRIVEN DESIGNA retainer based web design methodologythat produces better client resultsand helps grow your agency.

Luke Summerfield

Program Manager, HubSpot

#GrowthDrivenDesign @SavvyLuke

Website Redesign


SMB websites typically cost

$15,000 - $80,000


and takes around

Three Months


TRADITIONALWEB DESIGN

UpfrontCosts

Resources& Time

(out of scope, over budget, late)


RISK

How do you launch thebest possible

performing website?


Traditional Web DesignIm

pact

Time

1.5 - 2 Years

1.5 - 2 Years

H

H

1

2

3 MonthRedesign

Site

Launch new site

3 MonthRedesign

Launch new site


Traditional Web Design

1.5 - 2 YearsH 3 Month

Redesign

Launch new site

WTF?

Your website is your

#1 Marketing Asset#1 Sales Person


RISK


UpfrontCosts

Resources& Time

Based onAssumptions

Static for2 Years



RESULTS

AGENCY CHALLENGES


Hard to growwith projects

Out of scope,launching late

No system[ongoing]

(client risks)


The traditional web design model is totally broken.

Whether you’re an agency or a business, it leaves you extremely vulnerable to project failure and

often does not produce optimal results.

Gabe WahhabDirector, Interactive Services

“ ”


flickr.com/photos/lst1984/2430338903#GrowthDrivenDesign @SavvyLuke

Growth Driven Design

Create an elevator pitch for this method here.

flickr.com/photos/samueljohn/5348462863/in/photolist-jVoiAQ-3rKpVZ#GrowthDrivenDesign @SavvyLuke

Minimize The Risk[long timeframe, cost, over-budget/late]

Better Results[by learning & continuous improvement]

Inform Other Parts of the Business

flickr.com/photos/samueljohn/5348462863/in/photolist-jVoiAQ-3rKpVZ

GROWTH-DRIVEN DESIGN


#GrowthDrivenDesign@SavvyLuke

WEBSITE HIERARCHY OF NEEDS



FOUNDATION:• [empathic] Strategy

STRATEGY

• Fundamental Assumptions

• Personas, Questions & Goals

• User Research

• Journey Mapping

• Global Strategy

• Brainstorm Wishlist


Growth-Driven Design




• Launch Pad Website

LAUNCH PADWEBSITE

• Filter & prioritize Wishlist

• Build the Launch Pad

• Test along the way

• Launch quick

PHASE ONE - 30 - 45 Days


STRATEGY

Traditional Web Design

designer dictates action


user dictates action

VIDEO VIDEO SIMPLE

DISTRACTING!

GOAL OF A LAUNCH PADGet out of the bubble. Get people using it so

we can make smarter decisions… not guesses.

GDD = User / Data Focused Process




• Launch Pad Website

• Fresh Audience

• Strategy Fit



VALUE:• Usefulness

• Ease of Use

• Flow

• Stickiness

• Personalization



GROWTH:• Virality

• Marketing Assets

• Doubling Down

Plan

Transfer

Learn

Develop



Plan


• Hierarchy -> Metric to Move


ACTION ITEM 2

ACTION ITEM 3

ACTION ITEM 4

ACTION ITEM 5

…

ACTION ITEM 1


Hierarchyof Needs

Metric to Move

Research

Brainstorm


ACTION ITEM 2

ACTION ITEM 3

ACTION ITEM 4

ACTION ITEM 5…

ACTION ITEM 1


HIGH IMPACT

MEDIUM IMPACT

LOW IMPACT

For [Marketing Mary] visiting the [Pricing Page], we believe changing

[Enterprise Pricing] into a [“Request a Quote”] will

[boost MQL conversion from this page by 10%]

Expected Impact + Effort Required + Experiment Design

HIGH IMPACT - ACTION ITEM 1

We believe this to be true because [research or previously validated assumption]

Hypothesis Statement

Plan

• Hierarchy -> Metric to Move

• Research

• Brainstorm & prioritize wishlist

• Design experiment

• Run though cycle sprint

Deep Dive Training at GrowthDrivenDesign.com


Develop

• “Get Shit Done”

• All team hands on deck

• Setup experiments

• Marketing campaign



Learn

• Run experiment

• Review results

• What did we learn?

• Publish findings



Transfer• Create recommendations

• Collaborate between functions

• Ask questions and learn



STRATEGY LAUNCH PADWEBSITE

Plan

Develop

Transfer

Learn

PHASE ONE - 30-45 Days PHASE TWO - MONTHLY CYCLE - FOR 11 MONTHS


Traditional Web DesignIm

pact

Time

1.5 - 2 Years

1.5 - 2 Years

H

H

1

2

3 MonthRedesign

Site

Launch new site

3 MonthRedesign

Launch new site


Traditional Web Design vs. Growth-Driven DesignIm

pact

Time

1.5 - 2 Years

1.5 - 2 Years

H

H

1

2

3 MonthRedesign

Site

Launch new site

3 MonthRedesign

Launch new site


Traditional Web Design vs. Growth Driven DesignIm

pact

Time

1.5 - 2 Years

1.5 - 2 Years

H

H

1

2

3 MonthRedesign

Site

Launch new site

3 MonthRedesign

Launch new site




Data BasedDecisions

ContinuousImprovement

SpreadOver Time

Launch Quick& Improve

(agile, on time & on budget)


UpfrontCosts

Resources& Time

Based onAssumptions


RISK RESULTS

Static for2 Years



Agile,no scope creep

Packagedprocess

Stable revenueto grow

(minimizes risk)

AGENCY CHALLENGES

Differentiator - and - Help with retention#GrowthDrivenDesign @SavvyLuke

Hard to growwith projects

Out of scope,launching late

No system[ongoing]

(client risks)

Growth-Driven Design is the new gold standard for delivering successful website redesigns that bring

measurable business value.

It is a smarter, agile and data guided approach that minimizes the pitfalls of traditional web design and

produces high performing websites.

Gabe WahhabDirector, Interactive Services

“ ”


+



TRISH LESSARDCEO

“In the past 30 days, our sales team has pitched both traditional and Growth-Driven Design. The Growth Driven retainer has been a clear winner 4 to 1 over traditional site design when offering clients both options.

I believe this is the future of website design.”


Growth DrivenDesign

TYPE

Traditional

$71,500 Project+

$5,000 / mo (12)

$84,750 Project

$5,000 Project+

$2,000 / mo (12)

$8,000 Project

$10,000 Project+

$2,000 / mo (6)

$18,000 Project

CONTRACT 1 CONTRACT 2 & 3 CONTRACT 4

55% 350% 22%Revenue Increase

Growth-Driven Design vs. Traditional Design


“Avella has partnered with Media Junction on an ongoing Growth-Driven Design retainer to continue to evolve our brand, and enhance messaging and user experience.

The end result is a web experience that surpasses our competitors and keeps our customers engaged and delighted.”


Growth-Driven Design Results


flickr.com/photos/unitopia/3089010125

“ I will come again and conquer you, because as amountain you can not grow, but as a human, I can.”

- Sir Edmund Hillary


GrowthDrivenDesign.comYour Next Steps…

http://GrowthDrivenDesign.com

INBOUND ANNOUNCEMENT!

New GDD Client Consultation

• Post-sale next steps

• Gameplan Strategy, Launch Pad & Ongoing

• Resources and Tools

• Anything else I can help with

… Emailing details next week

You’re invited!

INBOUND15

THANK YOU!