The launch is just the start of the growth journey
Why continuous improvement?
Continuous improvement helps you take a data-driven approach to website improvement while also learning about your users. This enables your team to discover new opportunities to drive value to users and unlock new business opportunities before your competitors do.
The Growth-Driven Design process is designed to assist all departments in the company in accelerating toward their goals.
In this ever-changing world, you might also be the first among competitors to adapt to new trends in user behavior, allowing you to gain market share.
The website performance roadmap
There are so much we want to do: get more visitors, boost conversions, and build new things. To understand what to focus on at any given time, there are three so-called themes, with three focus areas under each theme. Each Quarter, we will focus on one of the three themes and one or two focus areas under each theme. This way, we can have a “website performance roadmap”.
Within this theme, there are three focus areas.
- “Harvesting low-hanging fruit” or building high-impact items that are easy or quick to accomplish after launch.
- Building an audience to collect data and run experiments.
- Confirming the website is driving value to those users.
The three focus areas under optimization include:
- Improving usability on the site to ensure visitors can unlock value as quickly as possible.
- Doing conversion rate optimization, or CRO, to reduce the friction and steps in your conversion funnels.
- Personalization, to provide a hyper-relevant experience for each user or user segment to ensure they get the perfect experience for their needs.
The three focus areas within the expand theme include:
- Building new digital products onto the website, such as tools, directories, digital resources, or interactive experiences.
- Expand into developing new items on the website to improve other areas of the customer journey map, such as a new customer experience, customer website, or advocate program.
- Expand into using the website to help other teams achieve their goals and help the business grow.
Each quarter we gather for a summit
This is where you’ll gather the entire team and stakeholders for a 90-minute summit to kick off each quarter. There are four key topics to cover in the quarterly summit.
- We will quickly review all the documents we created during the GDD strategy stage and determine if they are still valid or need adjustments based on newly gained insights.
- Examine the previous quarter: What experiments were conducted, and what were the results?
- Initiate an open discussion about the overall strategy, direction, and focus of the team.
- Assess the team’s current theme and focus area from the website performance roadmap: establish, optimize, or expand. Host a discussion about whether to continue with the current theme or shift and select a new one.
Monthly sprint cycle
Each month, the growth team in Digitalfeet will perform Sprint Cycles containing the steps PLAN-
The GDD strategist will plan and facilitate a workshop for the internal growth team. As a client, you may also come to this meeting. The GDD strategist has revised data and made some “Job stories,” meaning micro-events on the buyer’s journey that we seek to optimize. We will discuss, come up with ideas, and prioritize. The goal is to determine the highest impact items to create during this sprint to progress on business goals.
The goal of the build step is to run a hyper-focused, collaborative attack on implementing the high-impact action items, maintaining a high quality of work. And setting up proper tracking to ensure we can measure success.
The “learn” step aims to deepen your understanding of your users and your team so you can make smarter decisions in your future cycles to drive more value. This step will be a 45-minute internal meeting.
All learnings from the “learn” step should be documented. Shared documentation of the team’s goals, completed action items, experiments, and learnings. A report will be sent out at each month’s end to document the results.
It will also be useful to host a short meeting with department managers to further discuss, understand, and look for how we can create even better customer journeys for our personas.
€ 3,900 / month
Continuous optimization of website, to drive growth.
- Quarterly summit
- Monthly sprints: PLAN-BUILD-LEARN-TRANSFER
- 25 hours to use on design and development.
- If extra hours are needed, it can be bought
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