Growth-driven design (GDD) is data-driven and is crucial for maximizing website engagement and conversions.

For website redesigns, GDD means looking at data collected from your existing website and applying measurable insights of what's working and what's not to your site refresh.

Your new website should serve as a launchpad for continuous improvement based on real data and actual results.

By applying this mindset, you break out of the cycle of broken websites and outdated content and ensure your site is up-to-date and optimal

O8 uses a holistic approach to research, measure, and incrementally improve.

O8 Approach

 

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Radical website redesigns can be dangerous.

People buy based on emotion. A redesign can be an emotionally captivating idea, sold to you by a creative agency that knows how to wow and amaze. But, it's not always in your best interests.

If you think a reskin of your current site without a GDD approach of your current site will appease your management team, take a look at this example. The following graphs show what happened to a new client of ours earlier this year when their previous vendor launched their radical redesign.

site launch organic seo traffic tanks even more

 

Here's another view from SEMrush, based on a number of ranking organic keywords, for mobile devices (site launched in late April):

SEMrush

 

Organic traffic (SEO) was already declining. The client surely panicked, with good reason, and looked for a quick fix. It's hard to stay calm in the face of tanking traffic, and their redesign vendor played into that panic, creating even more issues.

The CreAtìve AgénCy elixir surely tasted good at the moment, and scrapping that outdated site surely felt like the right thing to do...but this radical act under pressure actually did more harm than good.

The agency they chose not only massacred the client's business by improperly handling post-launch SEO planning, but they also created a broken user experience that negatively impacted commerce on the site. In addition, the information architecture and navigation were botched, value propositions became unclear and disorganized sitewide, the loading time was incredibly slow, and user engagement tanked as a result.

The new website looked pretty but was devastating to overall conversions and the business.

O8 coined the term Digital Innovation Opportunity™ for this idea that incremental yet innovative improvements can lead to exponential demand.

DIO venn diagram

This process ensures that extremely sensitive components of the redesign (navigation, expected user journeys, calls to action, microcopy, content, keywords, visual hierarchy, and the like) are done right.

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