luke summerfield - growth driven design
TRANSCRIPT
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INBOUND15
GROWTH-DRIVEN DESIGNA retainer based web design methodologythat produces better client resultsand helps grow your agency.
Luke Summerfield
Program Manager, HubSpot
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#GrowthDrivenDesign @SavvyLuke
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#GrowthDrivenDesign @SavvyLuke
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#GrowthDrivenDesign @SavvyLuke
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#GrowthDrivenDesign @SavvyLuke
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#GrowthDrivenDesign @SavvyLuke
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#GrowthDrivenDesign @SavvyLuke
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#GrowthDrivenDesign @SavvyLuke
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Website Redesign
#GrowthDrivenDesign @SavvyLuke
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#GrowthDrivenDesign @SavvyLuke
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SMB websites typically cost
$15,000 - $80,000
#GrowthDrivenDesign @SavvyLuke
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and takes around
Three Months
#GrowthDrivenDesign @SavvyLuke
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#GrowthDrivenDesign @SavvyLuke
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#GrowthDrivenDesign @SavvyLuke
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#GrowthDrivenDesign @SavvyLuke
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TRADITIONALWEB DESIGN
UpfrontCosts
Resources& Time
(out of scope, over budget, late)
#GrowthDrivenDesign @SavvyLuke
RISK
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#GrowthDrivenDesign @SavvyLuke
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How do you launch thebest possible
performing website?
#GrowthDrivenDesign @SavvyLuke
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Traditional Web DesignIm
pact
Time
1.5 - 2 Years
1.5 - 2 Years
H
H
1
2
3 MonthRedesign
Site
Launch new site
3 MonthRedesign
Launch new site
#GrowthDrivenDesign @SavvyLuke
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Traditional Web Design
1.5 - 2 YearsH 3 Month
Redesign
Launch new site
WTF?
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Your website is your
#1 Marketing Asset#1 Sales Person
#GrowthDrivenDesign @SavvyLuke
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#GrowthDrivenDesign @SavvyLuke
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RISK
TRADITIONALWEB DESIGN
UpfrontCosts
Resources& Time
Based onAssumptions
Static for2 Years
(out of scope, over budget, late)
#GrowthDrivenDesign @SavvyLuke
RESULTS
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AGENCY CHALLENGES
TRADITIONALWEB DESIGN
Hard to growwith projects
Out of scope,launching late
No system[ongoing]
(client risks)
#GrowthDrivenDesign @SavvyLuke
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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 WahhabDirector, Interactive Services
“ ”
#GrowthDrivenDesign @SavvyLuke
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flickr.com/photos/lst1984/2430338903#GrowthDrivenDesign @SavvyLuke
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Growth Driven Design
Create an elevator pitch for this method here.
flickr.com/photos/samueljohn/5348462863/in/photolist-jVoiAQ-3rKpVZ#GrowthDrivenDesign @SavvyLuke
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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
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#GrowthDrivenDesign @SavvyLuke
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#GrowthDrivenDesign@SavvyLuke
WEBSITE HIERARCHY OF NEEDS
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#GrowthDrivenDesign@SavvyLuke
WEBSITE HIERARCHY OF NEEDS
FOUNDATION:• [empathic] Strategy
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STRATEGY
• Fundamental Assumptions
• Personas, Questions & Goals
• User Research
• Journey Mapping
• Global Strategy
• Brainstorm Wishlist
#GrowthDrivenDesign @SavvyLuke
Growth-Driven Design
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#GrowthDrivenDesign@SavvyLuke
WEBSITE HIERARCHY OF NEEDS
FOUNDATION:• [empathic] Strategy
• Launch Pad Website
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LAUNCH PADWEBSITE
• Filter & prioritize Wishlist
• Build the Launch Pad
• Test along the way
• Launch quick
PHASE ONE - 30 - 45 Days
Growth-Driven Design
STRATEGY
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Traditional Web Design
designer dictates action
Growth-Driven Design
user dictates action
VIDEO VIDEO SIMPLE
DISTRACTING!
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GOAL OF A LAUNCH PADGet out of the bubble. Get people using it so
we can make smarter decisions… not guesses.
GDD = User / Data Focused Process
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#GrowthDrivenDesign@SavvyLuke
WEBSITE HIERARCHY OF NEEDS
FOUNDATION:• [empathic] Strategy
• Launch Pad Website
• Fresh Audience
• Strategy Fit
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#GrowthDrivenDesign@SavvyLuke
WEBSITE HIERARCHY OF NEEDS
VALUE:• Usefulness
• Ease of Use
• Flow
• Stickiness
• Personalization
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#GrowthDrivenDesign@SavvyLuke
WEBSITE HIERARCHY OF NEEDS
GROWTH:• Virality
• Marketing Assets
• Doubling Down
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Plan
Transfer
Learn
Develop
#GrowthDrivenDesign @SavvyLuke
Growth-Driven Design
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Plan
#GrowthDrivenDesign @SavvyLuke
• Hierarchy -> Metric to Move
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#GrowthDrivenDesign @SavvyLuke
ACTION ITEM 2
ACTION ITEM 3
ACTION ITEM 4
ACTION ITEM 5
…
ACTION ITEM 1
Growth-Driven Design
Hierarchyof Needs
Metric to Move
Research
Brainstorm
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#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
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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
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Plan
• Hierarchy -> Metric to Move
• Research
• Brainstorm & prioritize wishlist
• Design experiment
• Run though cycle sprint
Deep Dive Training at GrowthDrivenDesign.com
#GrowthDrivenDesign @SavvyLuke
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Develop
• “Get Shit Done”
• All team hands on deck
• Setup experiments
• Marketing campaign
Deep Dive Training at GrowthDrivenDesign.com
#GrowthDrivenDesign @SavvyLuke
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Learn
• Run experiment
• Review results
• What did we learn?
• Publish findings
#GrowthDrivenDesign @SavvyLuke
Deep Dive Training at GrowthDrivenDesign.com
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Transfer• Create recommendations
• Collaborate between functions
• Ask questions and learn
#GrowthDrivenDesign @SavvyLuke
Deep Dive Training at GrowthDrivenDesign.com
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STRATEGY LAUNCH PADWEBSITE
Plan
Develop
Transfer
Learn
PHASE ONE - 30-45 Days PHASE TWO - MONTHLY CYCLE - FOR 11 MONTHS
Growth-Driven Design
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Traditional Web DesignIm
pact
Time
1.5 - 2 Years
1.5 - 2 Years
H
H
1
2
3 MonthRedesign
Site
Launch new site
3 MonthRedesign
Launch new site
#GrowthDrivenDesign @SavvyLuke
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Traditional Web Design vs. Growth-Driven DesignIm
pact
Time
1.5 - 2 Years
1.5 - 2 Years
H
H
1
2
3 MonthRedesign
Site
Launch new site
3 MonthRedesign
Launch new site
#GrowthDrivenDesign @SavvyLuke
![Page 54: Luke Summerfield - Growth Driven Design](https://reader035.vdocuments.mx/reader035/viewer/2022081517/58a1f4f71a28abac528b4b79/html5/thumbnails/54.jpg)
Traditional Web Design vs. Growth-Driven DesignIm
pact
Time
1.5 - 2 Years
1.5 - 2 Years
H
H
1
2
3 MonthRedesign
Site
Launch new site
3 MonthRedesign
Launch new site
#GrowthDrivenDesign @SavvyLuke
![Page 55: Luke Summerfield - Growth Driven Design](https://reader035.vdocuments.mx/reader035/viewer/2022081517/58a1f4f71a28abac528b4b79/html5/thumbnails/55.jpg)
Traditional Web Design vs. Growth-Driven DesignIm
pact
Time
1.5 - 2 Years
1.5 - 2 Years
H
H
1
2
3 MonthRedesign
Site
Launch new site
3 MonthRedesign
Launch new site
#GrowthDrivenDesign @SavvyLuke
![Page 56: Luke Summerfield - Growth Driven Design](https://reader035.vdocuments.mx/reader035/viewer/2022081517/58a1f4f71a28abac528b4b79/html5/thumbnails/56.jpg)
Traditional Web Design vs. Growth Driven DesignIm
pact
Time
1.5 - 2 Years
1.5 - 2 Years
H
H
1
2
3 MonthRedesign
Site
Launch new site
3 MonthRedesign
Launch new site
#GrowthDrivenDesign @SavvyLuke
![Page 57: Luke Summerfield - Growth Driven Design](https://reader035.vdocuments.mx/reader035/viewer/2022081517/58a1f4f71a28abac528b4b79/html5/thumbnails/57.jpg)
Traditional Web Design vs. Growth Driven DesignIm
pact
Time
1.5 - 2 Years
1.5 - 2 Years
H
H
1
2
3 MonthRedesign
Site
Launch new site
3 MonthRedesign
Launch new site
#GrowthDrivenDesign @SavvyLuke
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#GrowthDrivenDesign@SavvyLuke
WEBSITE HIERARCHY OF NEEDS
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TRADITIONALWEB DESIGN
GROWTH-DRIVEN DESIGN
Data BasedDecisions
ContinuousImprovement
SpreadOver Time
Launch Quick& Improve
(agile, on time & on budget)
#GrowthDrivenDesign @SavvyLuke
UpfrontCosts
Resources& Time
Based onAssumptions
(out of scope, over budget, late)
RISK RESULTS
Static for2 Years
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TRADITIONALWEB DESIGN
GROWTH-DRIVEN DESIGN
Agile,no scope creep
Packagedprocess
Stable revenueto grow
(minimizes risk)
AGENCY CHALLENGES
Differentiator - and - Help with retention#GrowthDrivenDesign @SavvyLuke
Hard to growwith projects
Out of scope,launching late
No system[ongoing]
(client risks)
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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 WahhabDirector, Interactive Services
“ ”
#GrowthDrivenDesign @SavvyLuke
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+
Growth-Driven Design
#GrowthDrivenDesign @SavvyLuke
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TRISH LESSARDCEO
“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
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Growth DrivenDesign
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
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“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
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Growth-Driven Design Results
#GrowthDrivenDesign @SavvyLuke
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#GrowthDrivenDesign @SavvyLuke
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#GrowthDrivenDesign @SavvyLuke
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#GrowthDrivenDesign @SavvyLuke
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flickr.com/photos/unitopia/3089010125
“ I will come again and conquer you, because as amountain you can not grow, but as a human, I can.”
- Sir Edmund Hillary
#GrowthDrivenDesign @SavvyLuke
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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
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You’re invited!
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INBOUND15
THANK YOU!