GDD

A website is a company's biggest marketing asset. In fact, it's their "best salesperson".

As important as websites are, the way we approach improving them is broken.

Traditional web design

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Risks of traditional web design

• Large Up-Front Cost
• Large Time & Resource Commitment
• Over Budget, Not on Time and Not Flexible
• Subjective Designs and No Guarantee It Will Improve Performance

After launch, a website typically sits with no major updates for 1.5 to 2 years.

Growth-driven design

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The three pillars

• Minimize Risks
• Continuously Learn and Improve
• As You Learn, Inform Marketing & Sales

The process

Strategy

• Goals
• Personas
• Quantitative Research - Website & Analytics Audit
• Qualitative Research - User Research
• Fundamental Assumptions
• Global & Page Strategy

Wishlist

• Key Impactful Website Sections & Pages
• Marketing Assets, Tools & Resources
• Specific Features, Modules & Functionality
• Design Elements
• Changes in Experience Based on Devices, Country, etc.

50 - 150+ Ideas

Launch pad website

• The Starting Point For All Other GDD Activities
• Quick Launch
• WILL NOT BE PERFECT
• Size & Complexity Will Depend On Wishlist

20/80 Analysis

After The Core 20 Identification

• Is This Item A "Must Have" Or A "Nice To Have"
• Is This Absolutely Necessary For The Initial Launch Pad Site?

Create A Hypothesis Statement For Each Core Action Item

Hypothesis Statements Allow Us To Gain Clarity On How Each Action Item Relates Back To The Goals We're Trying To Achieve, The Persona We're Focusing On And The Expected Impact This Change Will Have

For {Marketing Mary} visiting {Pricing Page} we believe changing {Enterprise Pricing} into a {Request A Quote} will {boost MQL Conversion by 10%}.
We believe this to be true because {Research Or Previously Validated Assumption}.

Expected Impact + Effort Required + Metrics Measured + Definition of Complete

Web Process Steps

• Messaging & Content
• UX & Site Architecture
• Inbound Marketing Strategy Alignment
• Wireframes
• Designs
• Development
• QA & Testing

Set Up Data Collection

• Qualitative & Quantitative
• Your Goals Defined In The Strategy Phase
• Each Of Your Fundamental Assumptions
• Each Hypothesis Statement Of Your Action Items Implemented In The Launch Pad Website

the process

Continuous improvement

• On-Going Cycles To Continously Experiment, Learn & Improve
• Your Wishlist Should Be Agile & Updated Regularly
• EVERYTHING Revolves Around The Personas

Cycle step 1: Plan

• Performance vs. Goals
• Additional Data or Research
• Learning From Marketing & Sales
• Brainstorm & Prioritize Wish List

Action Item Buckets

• Boost Conversions
• Improve User Experience
• Personalize To The User
• Build Marketing Assets
• General Website Updates

prioritize your wishlist

• Action Items (High / Medium / Low) Based On Goals & Value To The User
• Plan "Sprint Cycle" By Picking The Most Impactful Items
• The Number Of Items Should Depend On The Length Of Your Cycle

Cycle Step 2: Develop

• Each Action Item Is An Experiment
• To Measure Experiments, Set Up Validation Tracking
• Tie The Action Item To A Marketing Campaign

Cycle Step 3: Learn

• Review What Information You Collected About Your Visitors
• Validate Or Disprove Your Hypothesis On Action Items
• What Did You Learn About Your Persona?
• Publish Findings For The Entire Organization

Cycle Step 4: Transfer

• Transfer Any Impactful Findings To Other Parts Of The Business
• Brainstorm How Your Findings May Be Useful To Others
• Review Previously Completed Action Items To Find Patterns About Your Personas

REPEAT!

Phase I: One Month
Strategy
Launch Pad Website

Phase II: Monthly Cycle (11 months)
Plan
Develop
Learn
Transfer