Last week we covered the first cycle in the Growth Driven Design continuous improvement approach which revolved around planning out what action items you were going to implement into your launch pad website. This week we’re going to explore the remaining three cycles of this website design approach. These include developing (making the changes live on your website), learning (reviewing the performance of those changes) and transferring (sharing impactful information you’ve learned to other departments). Let’s dive in, shall we?
Growth Driven Design Cycle 2: Develop
It’s time to start implementing the action items you decided on in cycle 1. Each action item you implement should be an experiment to see the impact it has on your website’s performance.
Once your experiment is live, it would be a good idea to develop a marketing campaign to drive traffic to it, so you can start collecting data.
Growth Driven Design Cycle 3: Learn
After your experiments have run for a period of time (the length of time is up to you – we usually wait at least one month), you can then review the data and hence enter the learn cycle.
Based on the information you’ve collected you can validate or disprove your hypothesis statements for each action item. Questions to think about include:
- Did the change have the impact you were expecting? Why or why not?
- What did the results teach you about your visitors that you didn’t know before?
Now you’ll need to publish what you’ve learned in a central location for everyone within your business to take advantage of. Remember all your learnings compound on one another and will help you to hone in on who your users are and what works best in engaging them.
Growth Driven Design Cycle 4: Transfer
Take the time to review the results of your action items and see if you can find any patterns. Once you’ve put together your recommendations be sure to share this with the rest of the business. It works well to host a meeting so everyone is on the same page, at the same time. It’s also a great opportunity to collectively brainstorm with the wider organisation ways they can integrate and transfer these recommendations into tactics for their own departments.
Repeat, always repeat
Now that you’ve completed all 4 cycles, what’s next? Go back and start planning the next cycle! Basically the more cycles you repeat, the better results you’ll get each time, the more you understand about your users and the more impactful your website will be.
If you’d like to learn more about GDD as the new and better approach to website design, I invite you to read our earlier blogs or alternatively you can simply download our free ebook ‘An introduction to Growth Driven Design’ now. You’ll find what we’ve covered in our articles and more helpful information to help you get started on your website design journey.
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