How to make Growth Driven Design work for HubsSpot customers no matter what company size.
Presented by Tim Delhaes (InboundLabs) and Luke Summerfield (HubSpot).
24. 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
25. 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
26. 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
30. GDD WEBSITE HIERARCHY
WHAT IS IT?
A framework you can use as a path to build a
peak performing site.
#GrowthDrivenDesign @SavvyLuke
• Provide Focus
• Clear Expectations and Goals
32. Goal - Build a optimized and
predictable “machine”
GDD WEBSITE HIERARCHY
#GrowthDrivenDesign @SavvyLuke
33. Goal - Drive as many unique, qualified
people into the “machine” as possible.
GDD WEBSITE HIERARCHY
#GrowthDrivenDesign @SavvyLuke
(but this doesn’t end)
(this is key. take a note.)
34. Goal - Build a optimized and
predictable “machine”
GDD WEBSITE HIERARCHY
#GrowthDrivenDesign @SavvyLuke
35. GDD WEBSITE HIERARCHY
#GrowthDrivenDesign @SavvyLuke
VALUE:
• Usefulness - Utility
• Ease of Use - Usability
• Funnel Flow - CRO
• Stickiness - Return Visits
• Personalization - Tailor top 4 for each persona
36. GOAL METRIC TO MOVE
LEADING
INDICATORS
(EXAMPLES)
USEFULNESS
(utility)
Every part of the site solves some
user point of pain
NPS - “How useful is this ______?”
- % Users Returning
- Bounce Rate
- Engagement
EASE OF USE
(usability)
Users find exactly what they are
looking for and leave happy
Task Completion
- Bounce Rate
- Time on Page
- NPS
FUNNEL FLOW
(conversion rate optimization)
Reduce friction to
zero in conversion
funnels
End Goal Conversion Rate
- Conversion rates earlier in the
funnel
STICKINESS
(nurturing)
Users become addicted and come
back
% of users returning
in a defined period
- Subscribers
- Following social
- NPS
PERSONALIZATION
(top 4 by persona)
Completely customized user
experience
Revisit above four metrics for a specific persona
VALUE
#GrowthDrivenDesign @SavvyLuke
37. GOAL METRIC TO MOVE
LEADING
INDICATORS
(EXAMPLES)
USEFULNESS
(utility)
Every part of the site solves some
user point of pain
NPS - “How useful is this ______?”
- % Users Returning
- Bounce Rate
- Engagement
EASE OF USE
(usability)
Users find exactly what they are
looking for and leave happy
Task Completion
- Bounce Rate
- Time on Page
- NPS
FUNNEL FLOW
(conversion rate optimization)
Reduce friction to zero in conversion
funnels
End Goal Conversion Rate
- Conversion rates earlier in the
funnel
STICKINESS
(nurturing)
Users become addicted and come
back
% of users returning
in a defined period
- Subscribers
- Following social
- NPS
PERSONALIZATION
(top 4 by persona)
Completely customized user
experience
Revisit above four metrics for a specific persona
VALUE
#GrowthDrivenDesign @SavvyLuke
38. GOAL METRIC TO MOVE
LEADING
INDICATORS
(EXAMPLES)
USEFULNESS
(utility)
Every part of the site solves some
user point of pain
NPS - “How useful is this ______?”
- % Users Returning
- Bounce Rate
- Engagement
EASE OF USE
(usability)
Users find exactly what they are
looking for and leave happy
Task Completion
- Bounce Rate
- Time on Page
- NPS
FUNNEL FLOW
(conversion rate optimization)
Reduce friction to zero in conversion
funnels
End Goal Conversion Rate
- Conversion rates earlier in the
funnel
STICKINESS
(nurturing)
Users become addicted and come
back
% of users returning
in a defined period
- Subscribers
- Following social
- NPS
PERSONALIZATION
(top 4 by persona)
Completely customized user
experience
Revisit above four metrics for a specific persona
VALUE
#GrowthDrivenDesign @SavvyLuke
39. GOAL METRIC TO MOVE
LEADING
INDICATORS
(EXAMPLES)
USEFULNESS
(utility)
Every part of the site solves some
user point of pain
NPS - “How useful is this ______?”
- % Users Returning
- Bounce Rate
- Engagement
EASE OF USE
(usability)
Users find exactly what they are
looking for and leave happy
Task Completion
- Bounce Rate
- Time on Page
- NPS
FUNNEL FLOW
(conversion rate optimization)
Reduce friction to zero in conversion
funnels
End Goal Conversion Rate
- Conversion rates earlier in the
funnel
STICKINESS
(nurturing)
Users become addicted and come
back
% of users returning
in a defined period
- Subscribers
- Following social
- NPS
PERSONALIZATION
(top 4 by persona)
Completely customized user
experience
Revisit above four metrics for a specific persona
VALUE
#GrowthDrivenDesign @SavvyLuke
49. 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
67. INCOMPLETE
How many visitors?
(Home, Blog, LPs,…)
What are your Visitors doing?
(Heatmaps, Visitor Playback, Funnels,…)
Why they do it
(Feedback Polls, Surveys, Recruit,…).
68. TOOLS
How
many
visitors
Who
are
the
visitors
What
are
visitors
doing
Why
they
do
it
User
behavior
Business
Metrics
Google
Analy9cs
Extensive
Extensive
Visits
/
Ac9ons
None
None
Conversions
only
Hubspot
Analy9cs
Simplified
Limited
Limited
None
Marke9ng
centric
Comprehensive
HotJar
Analy9cs
Limited
Limited
Heatmaps,
recording
Surveys,
tes9ng
Limited
None
Kissmetric
/MixPanel
Limited
Limited
Limited
Limited
Comprehensive
Limited
72. SUMMARY
1. Take better, data driven decisions
2. Focus your resources on the best Hypothesis
3. Measure the impact.
4. Repeat, repeat, repeat. And learn.
73. Ac9vity
Just
like
in
always
SALES
your
success
is
driven
by
Process
Skills