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Perth HUG Blog

What is Growth-Driven Design?

[fa icon="calendar"] Aug 16, 2016 12:14:08 PM / by Andrew Levy



When you’re trying to make the claim that your company’s website needs a refresh can often fall upon deaf ears. The stigma attached to website re-designs are pretty well founded; it’s a drawn out process that is quite painful for everyone involved. And then there’s the cost… That’s a whole other story.

When it comes to traditional website re-design, studies by HubSpot found that only 49% of website redesign projects finish and launch on time. They also noted that a staggering 1/3 of marketers were not happy with their last website re-design.

Needless to say that if there was a better way to do things, you’d have signed up long ago.

Well, get ready to sign, because the solution is here: Growth-Driven Design.


Growth-Driven Design (or GDD) is the new approach to web re-design. It’s the process of breaking down your website re-design into smaller, more palatable chunks. This allows reduced upfront costs and ongoing site improvements over extended time as opposed to the traditional method of one re-design every 2-3 years.

GDD is made up of three key principles:

  1. Minimising risk of website re-designs: By taking a systematic approach to reduce the time to launch and focus on real impact and continuous learning and improvement. What this means is that is saves time and money when compared to traditional website re-design.
  2. Ongoing learning and improving: Through GDD, you are able to constantly research, test and learn about visitors to your website. This makes changes to your website more meaningful to because they will be in direct relation to what you have learnt from your audience.
  3. Informing marketing and sales: Everything that is learnt about your visitors is fed back to your marketing and sales teams for more targeted messaging and a better conversion rate.


Applying GDD to your website re-design brings marketing strategy to the forefrunt, allowing for ongoing optimisation of your website.

Growth-Driven Design takes place in two stages:

  1. Strategy & Launch

Creating a strategy based on your website’s previous data and knowledge base, alongside the wish-list of things you want for its potential growth and increased conversions. Within this stage you will be asking yourself these questions:

  • What are the performance goals that we’re trying to achieve with our website?
  • Who are our buyer personas?
  • How is the existing website performing? What is, and is not performing well, where are users dropping off, etc.?
  • What are the value proportions for your high-impact components on your website?
  • What is the global strategy for the website and the specific page-by-page strategy to best attain these goals?

Based on what you learn from these, you will then need to brainstorms every creative and innovative idea that should be included on the website:

  • Key impactful website sections and pages
  • Marketing assets, tools and resources
  • Specific features, modules and functionality
  • Design elements
  • Changes in experiences based on devices, country, etc.
  1. Continuous Improvement

Here you can focus on the monthly goals for your website, which are also measured monthly, and can be the hardest change to implementing the Growth-Driven Design methodology. Most marketers will be used to “set-and-forget” style websites, however under the GDD model, your focus will be solely on how users make use of your website.

Throughout the analysing phase, your wish-list will remain open to further changes and innovations - which is based on the data you collect. Each time you complete a cycle of analysis, you start back in stage one, reassessing your website’s position and potential for future conversions.

If youre interested in knowing more about applying Growth-Driven Design to your marketing strategy, or joining the HubSpot Perth group,  register for our next event below.

 Register For Perth HubSpot Event

Topics: Inbound Marketing Perth, HubSpot Perth

Andrew Levy

Written by Andrew Levy

CMO | Inbound Marketing Strategist
 Perth A Chief Marketing Officer and experienced strategist for Content Marketing, Social Media, & Marketing Automation. Andrew has managed a multi-million dollar Inbound Marketing strategy, using HubSpot, across 3 regions - Asia Pacific, Europe & North America. He has marketed product, purchased by 'Top Fortune 500 listed companies’ including: #1 Walmart, Marks & Spencer, Tesco, LVMH, Chanel, Lotus F1, Cathay Pacific and more. Follow Andrew on Twitter @AndrewLevy_.