There’s a statistic by BlueHornet that shows 39.6% of people don’t buy from a mobile website with the main problem being the site itself isn’t responsive, is hard to navigate and presents constant (yet unintentional) barriers to making a purchase.
These can be things like making shoppers fill in the same address twice – one for payment details and the other for shipping – which turns people off, especially if they have to perform repetitive tasks when in public on a tiny smartphone.
What’s amazing is that some small businesses and SMEs are still using website templates more than a decade old which barely function on a desktop computer, let alone a mobile phone or a tablet.
We’ve been talking about responsive web design for close to a decade ourselves on this blog, and it’s great to see that a lot of modern businesses are able to present themselves to new mobile-first leads in a highly effective manner.
For a lot of small business owners and SMEs, though, there’s still plenty of work they could be doing to refining their websites for mobile, providing a better user experience and improving conversions to grow their business.
Traditional design Vs. continual growth
Only, they try. In good faith they commission a website to be built for them in the hopes that it’ll solve all their problems online. There’s a problem with that ‘traditional’ web design process though; a site can take months to build, be expensive and be outdated when it goes live, such is the rate of evolution of internet trends.
That might mean very little to you as a small business owner, but it should be something at the forefront of your mind if you’re looking to grow your business and attract new audiences through digital marketing. Updating it means going back to the drawing board, more time wasted and more money spent.
With a strong, well-tested and optimised website design complemented by the right creative inbound marketing campaign, you can get in front of those customers in a totally unobtrusive way whatever device they use to give them a shopping experience that can’t be found anywhere else.
Google, in its efforts to help small businesses, couldn’t put it better themselves; nine out of 10 people leave a mobile website if they can’t find what they’re looking for straight away. They’re also five times more likely to leave a site if it isn’t easy to use.
If you’ve spent so much money and time on a site and it isn’t performing for you, don’t worry. All is not lost. With the right inbound strategy, you can begin to turn it around relatively quickly with a Growth-Driven Design (GDD) strategy.
The benefits of Growth-Driven Design
GDD is a thoroughly-modern way to build a website, and will be something you’ll be hearing a lot about in the coming months and years. Put simply, GDD avoids the problems associated with traditional web design as highlighted above, significantly reducing development time and keeping you on the curve.
GDD has its roots firmly in the inbound marketing sphere. SEO, social media marketing, content marketing… All of those core elements are essential to GDD; if you already have an inbound strategy then you’re likely already practising GDD to some extent.
GDD differs from traditional design in that, instead of commissioning a site and getting it months down the line on completion, you instead plan ahead with your inbound strategy and launch an initial core offering that looks to attract the people that matter to you most and sell your products and services immediately.
As time passes, that core site collects key data from your inbound marketing strategy, allowing you to use it to build upon your site and optimise it to perfect the parts that aren’t working as well and expand on those that are driving revenue.
Like inbound, GDD is a continual process that takes traditional web design and turns it on its head, providing you with a service that makes your website work for you and your customers on all devices.
4 key parts of Growth-Driven Design
There are four key elements to GDD;
1: Plan ahead
Like any inbound strategy, you’re more likely to get better results the more research you do and the stronger your plan is. Who are you looking to attract to your site? Why? What’s the best way to reach out to them online? What are your competitors doing and how are you different? The stronger your foundations, the quicker you can get a core site up to attract your target market.
2: Build a core site
Your core site is the bones of all that planning, designed to be up and running much quicker than a site built the traditional way. It will still look good, work great and attract your target market via inbound. Only, it’s essentially the bare bones of a site and what you really need most to grow your web presence. The meat will be added as you go, improving your growth potential.
3: Use your data
Now that a core site is running and you’re reaching out to the people who matter to you most, it’s time to use the data you collect from users (ethically and transparently) to see how they’re visiting your site, what they’re interacting with, whether they can find the products they want and more. Reaching out to them for opinions at this stage over social and email is also important.
4: Build further
Once you’ve recognised where some parts may be improved, you can look to adjust and optimise them, being flexible with your initial strategy to add pages and other elements you think may work. Again testing and research based on conclusions from your data is essential here as is A/B testing, tool stacking and other measures to build the site perfect for your growth ambitions.
These are just some of the tips to incorporating a successful Growth-Driven Design strategy with creative inbound marketing. Contact Web Presence today to find out more.
Working as a Digital Marketing Consultant since 2004, Lee helps SMEs win more business through developing effective digital marketing strategies. He is a dedicated Liverpool FC fan, dog lover and loves long country walks (and a cheeky pint) with his dog, Banjo.