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Luke Summerfield - Growth Driven Design

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Luke Summerfield - Growth Driven Design

  1. 1. INBOUND15 GROWTH-DRIVEN DESIGN A retainer based web design methodology that produces better client results and helps grow your agency. Luke Summerfield Program Manager, HubSpot
  2. 2. #GrowthDrivenDesign @SavvyLuke
  3. 3. #GrowthDrivenDesign @SavvyLuke
  4. 4. #GrowthDrivenDesign @SavvyLuke
  5. 5. #GrowthDrivenDesign @SavvyLuke
  6. 6. #GrowthDrivenDesign @SavvyLuke
  7. 7. #GrowthDrivenDesign @SavvyLuke
  8. 8. #GrowthDrivenDesign @SavvyLuke
  9. 9. Website Redesign #GrowthDrivenDesign @SavvyLuke
  10. 10. #GrowthDrivenDesign @SavvyLuke
  11. 11. SMB websites typically cost $15,000 - $80,000 #GrowthDrivenDesign @SavvyLuke
  12. 12. and takes around Three Months #GrowthDrivenDesign @SavvyLuke
  13. 13. #GrowthDrivenDesign @SavvyLuke
  14. 14. #GrowthDrivenDesign @SavvyLuke
  15. 15. #GrowthDrivenDesign @SavvyLuke
  16. 16. TRADITIONAL WEB DESIGN Upfront Costs Resources & Time (out of scope, over budget, late) #GrowthDrivenDesign @SavvyLuke RISK
  17. 17. #GrowthDrivenDesign @SavvyLuke
  18. 18. How do you launch the best possible performing website? #GrowthDrivenDesign @SavvyLuke
  19. 19. Traditional Web DesignImpact Time 1.5 - 2 Years 1.5 - 2 Years H H 1 2 3 Month Redesign Site Launch new site 3 Month Redesign Launch new site #GrowthDrivenDesign @SavvyLuke
  20. 20. Traditional Web Design 1.5 - 2 Years H 3 Month Redesign Launch new site WTF?
  21. 21. Your website is your #1 Marketing Asset #1 Sales Person #GrowthDrivenDesign @SavvyLuke
  22. 22. #GrowthDrivenDesign @SavvyLuke
  23. 23. RISK TRADITIONAL WEB DESIGN Upfront Costs Resources & Time Based on Assumptions Static for 2 Years (out of scope, over budget, late) #GrowthDrivenDesign @SavvyLuke RESULTS
  24. 24. AGENCY CHALLENGES TRADITIONAL WEB DESIGN Hard to grow with projects Out of scope, launching late No system [ongoing] (client risks) #GrowthDrivenDesign @SavvyLuke
  25. 25. 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 Wahhab Director, Interactive Services “ ” #GrowthDrivenDesign @SavvyLuke
  26. 26. flickr.com/photos/lst1984/2430338903#GrowthDrivenDesign @SavvyLuke
  27. 27. Growth Driven Design Create an elevator pitch for this method here. flickr.com/photos/samueljohn/5348462863/in/photolist-jVoiAQ-3rKpVZ#GrowthDrivenDesign @SavvyLuke
  28. 28. 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
  29. 29. #GrowthDrivenDesign @SavvyLuke
  30. 30. #GrowthDrivenDesign @SavvyLuke WEBSITE HIERARCHY OF NEEDS
  31. 31. #GrowthDrivenDesign @SavvyLuke WEBSITE HIERARCHY OF NEEDS FOUNDATION: • [empathic] Strategy
  32. 32. STRATEGY • Fundamental Assumptions • Personas, Questions & Goals • User Research • Journey Mapping • Global Strategy • Brainstorm Wishlist #GrowthDrivenDesign @SavvyLuke Growth-Driven Design
  33. 33. #GrowthDrivenDesign @SavvyLuke WEBSITE HIERARCHY OF NEEDS FOUNDATION: • [empathic] Strategy • Launch Pad Website
  34. 34. LAUNCH PAD WEBSITE • Filter & prioritize Wishlist • Build the Launch Pad • Test along the way • Launch quick PHASE ONE - 30 - 45 Days Growth-Driven Design STRATEGY
  35. 35. Traditional Web Design designer dictates action Growth-Driven Design user dictates action VIDEO VIDEO SIMPLE DISTRACTING!
  36. 36. GOAL OF A LAUNCH PAD Get out of the bubble. Get people using it so we can make smarter decisions… not guesses. GDD = User / Data Focused Process
  37. 37. #GrowthDrivenDesign @SavvyLuke WEBSITE HIERARCHY OF NEEDS FOUNDATION: • [empathic] Strategy • Launch Pad Website • Fresh Audience • Strategy Fit
  38. 38. #GrowthDrivenDesign @SavvyLuke WEBSITE HIERARCHY OF NEEDS VALUE: • Usefulness • Ease of Use • Flow • Stickiness • Personalization
  39. 39. #GrowthDrivenDesign @SavvyLuke WEBSITE HIERARCHY OF NEEDS GROWTH: • Virality • Marketing Assets • Doubling Down
  40. 40. Plan Transfer Learn Develop #GrowthDrivenDesign @SavvyLuke Growth-Driven Design
  41. 41. Plan #GrowthDrivenDesign @SavvyLuke • Hierarchy -> Metric to Move
  42. 42. #GrowthDrivenDesign @SavvyLuke ACTION ITEM 2 ACTION ITEM 3 ACTION ITEM 4 ACTION ITEM 5 … ACTION ITEM 1 Growth-Driven Design Hierarchy of Needs Metric to Move Research Brainstorm
  43. 43. #GrowthDrivenDesign @SavvyLuke ACTION ITEM 2 ACTION ITEM 3 ACTION ITEM 4 ACTION ITEM 5 … ACTION ITEM 1 Growth-Driven Design HIGH IMPACT MEDIUM IMPACT LOW IMPACT
  44. 44. 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
  45. 45. Plan • Hierarchy -> Metric to Move • Research • Brainstorm & prioritize wishlist • Design experiment • Run though cycle sprint Deep Dive Training at GrowthDrivenDesign.com #GrowthDrivenDesign @SavvyLuke
  46. 46. Develop • “Get Shit Done” • All team hands on deck • Setup experiments • Marketing campaign Deep Dive Training at GrowthDrivenDesign.com #GrowthDrivenDesign @SavvyLuke
  47. 47. Learn • Run experiment • Review results • What did we learn? • Publish findings #GrowthDrivenDesign @SavvyLuke Deep Dive Training at GrowthDrivenDesign.com
  48. 48. Transfer • Create recommendations • Collaborate between functions • Ask questions and learn #GrowthDrivenDesign @SavvyLuke Deep Dive Training at GrowthDrivenDesign.com
  49. 49. STRATEGY LAUNCH PAD WEBSITE Plan Develop Transfer Learn PHASE ONE - 30-45 Days PHASE TWO - MONTHLY CYCLE - FOR 11 MONTHS Growth-Driven Design
  50. 50. Traditional Web DesignImpact Time 1.5 - 2 Years 1.5 - 2 Years H H 1 2 3 Month Redesign Site Launch new site 3 Month Redesign Launch new site #GrowthDrivenDesign @SavvyLuke
  51. 51. Traditional Web Design vs. Growth-Driven DesignImpact Time 1.5 - 2 Years 1.5 - 2 Years H H 1 2 3 Month Redesign Site Launch new site 3 Month Redesign Launch new site #GrowthDrivenDesign @SavvyLuke
  52. 52. Traditional Web Design vs. Growth-Driven DesignImpact Time 1.5 - 2 Years 1.5 - 2 Years H H 1 2 3 Month Redesign Site Launch new site 3 Month Redesign Launch new site #GrowthDrivenDesign @SavvyLuke
  53. 53. Traditional Web Design vs. Growth-Driven DesignImpact Time 1.5 - 2 Years 1.5 - 2 Years H H 1 2 3 Month Redesign Site Launch new site 3 Month Redesign Launch new site #GrowthDrivenDesign @SavvyLuke
  54. 54. Traditional Web Design vs. Growth Driven DesignImpact Time 1.5 - 2 Years 1.5 - 2 Years H H 1 2 3 Month Redesign Site Launch new site 3 Month Redesign Launch new site #GrowthDrivenDesign @SavvyLuke
  55. 55. Traditional Web Design vs. Growth Driven DesignImpact Time 1.5 - 2 Years 1.5 - 2 Years H H 1 2 3 Month Redesign Site Launch new site 3 Month Redesign Launch new site #GrowthDrivenDesign @SavvyLuke
  56. 56. #GrowthDrivenDesign @SavvyLuke WEBSITE HIERARCHY OF NEEDS
  57. 57. TRADITIONAL WEB DESIGN GROWTH- DRIVEN DESIGN Data Based Decisions Continuous Improvement Spread Over Time Launch Quick & Improve (agile, on time & on budget) #GrowthDrivenDesign @SavvyLuke Upfront Costs Resources & Time Based on Assumptions (out of scope, over budget, late) RISK RESULTS Static for 2 Years
  58. 58. TRADITIONAL WEB DESIGN GROWTH- DRIVEN DESIGN Agile, no scope creep Packaged process Stable revenue to grow (minimizes risk) AGENCY CHALLENGES Differentiator - and - Help with retention#GrowthDrivenDesign @SavvyLuke Hard to grow with projects Out of scope, launching late No system [ongoing] (client risks)
  59. 59. 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 Wahhab Director, Interactive Services “ ” #GrowthDrivenDesign @SavvyLuke
  60. 60. + Growth-Driven Design #GrowthDrivenDesign @SavvyLuke
  61. 61. TRISH LESSARD CEO “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.” #GrowthDrivenDesign @SavvyLuke
  62. 62. Growth Driven Design 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 #GrowthDrivenDesign @SavvyLuke
  63. 63. “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.” #GrowthDrivenDesign @SavvyLuke
  64. 64. Growth-Driven Design Results #GrowthDrivenDesign @SavvyLuke
  65. 65. #GrowthDrivenDesign @SavvyLuke
  66. 66. #GrowthDrivenDesign @SavvyLuke
  67. 67. #GrowthDrivenDesign @SavvyLuke
  68. 68. flickr.com/photos/unitopia/3089010125 “ I will come again and conquer you, because as a mountain you can not grow, but as a human, I can.” - Sir Edmund Hillary #GrowthDrivenDesign @SavvyLuke
  69. 69. GrowthDrivenDesign.com Your Next Steps…
  70. 70. 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
  71. 71. You’re invited!
  72. 72. INBOUND15 THANK YOU!

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