16 May The Evolving Website: The advantages of growth driven design
The modern consumer is never fully satisfied. Whilst brands try their best to keep up with ever-changing customer wants, needs and demands, the simple fact is that the consumer is always going to expect more, better, simpler and faster, and if your brand can’t sustain a culture of constantly delivering on this, they’ll turn to one that can.
In this age of perpetually evolving customer demands the brand that is in a state of ultra-responsive flux is always going to come out on top, as they react faster and more efficiently to what their customers want and need. You either adapt and evolve or you die; welcome to the jungle.
Enter the evolving website, a growth driven approach
Growth driven website design is a concept that effectively addresses the aforementioned issues, in the online space at least. It may sound like an intimidating new approach to web design, but really, adopting a growth driven approach to building and managing your website can be a relatively simple process that will see far greater ROI in the long-term.
To begin with, let’s look at what growth driven design, also called iterative website design actually is. At its core, a growth driven approach involves a continuous process of refinement and improvement on a website.
This doesn’t necessarily mean that you need to constantly be adding functionality, changing your content and growing your website everyday. But what it does mean, is that your website is flexible enough to evolve in line with your brand’s and consumer’s needs.
4 reasons to adopt a growth driven approach
1. Become highly responsive to your clients’ needs
One of the key benefits of an iterative web build is its highly flexible nature, allowing you to quickly and easily respond to changing circumstances and requirements.
It doesn’t really matter which industry you’re in these days, the customer is always king. If your website is giving your users what they want and addressing their concerns, you’re far more likely to convert them into customers.
Building your website iteratively allows you to regularly take feedback from your site users and determine what they want to see on your site, before adding that feature or function.
As this becomes part of your website design culture, your users will notice this and really appreciate the fact that their feedback is being implemented and making a difference, which will in turn generate a deeper affinity for your brand. It’s a real win-win.
2. Identify bugs and other issues and fix them quickly
When you adopt a growth driven approach, it gives you the unique advantage of being able to respond to bugs or other issues on the website almost as soon as they are identified.
Web users are notoriously impatient and they will quickly judge a website on any problems they encounter, with stats showing that up to 39% of web users will leave a website simply because images load too slowly or incorrectly.
It’s an unforgiving world wide web out there. You can spend massive amounts of time and money trying to create a perfect website, and it will still have bugs and other issues.
However, if you simply adopt a growth driven approach and build a good, flexible website, you will be able to fix and improve on any issues that you encounter before they can cause too much damage.
3. Ensure your site’s content is fresh and on-brand
It’s quite simple really, if your site’s content is outdated or misaligned to your current marketing messages and campaigns, users will get fed up pretty quickly.
A growth driven approach not only makes it simple to add and update your content as often as you need or want, but it will allow you to quickly change the core message of your site to suit the current stage of your business or campaigns that tend to take over your whole brand message for extended periods.
Additionally, regularly updating your content helps you rank higher in your SEO, and with 93% of online experiences beginning with a search engine, according to imFORZA.com, this is an undeniable advantage for any website.
4. Save time, money and energy
The traditional approach to web design goes a little like this: you spend significant resources that include time, money, energy and often sanity, in developing a website that you think is as perfect as possible. You think it’s exactly what your clients want and you believe that once this world-beater website goes live, you can just sit back and reap the benefits of users visiting your site, being amazed and subsequently compelled to buy your products or services.
This is rarely how it actually pans out.
After investing numerous resources in your perfect site, you’ll soon realise that it isn’t quite so perfect. You might come to find your customers don’t enjoy it, it quickly becomes outdated and, having spent your entire budget on this behemoth, you simply don’t have the time or money to address these mounting issues. What a nightmare!
A growth driven approach, conversely, allows you to create a good site, which has the basics but isn’t too set in its design, content or functionality.
It is a work in progress, an evolving entity that you add to and improve as and when needed, and in line with what your users want. In this way you’ll save time and money and be able to get more, from less.
The benefits of a growth driven approach to your website are clear. While this might not be ideal for some businesses, it’s a strategy that you should consider and may end up giving you far more value on your website than you ever imagined.