The document outlines a presentation on creating high-performing websites through a growth-driven design approach, emphasizing the broken traditional web design process. Key points include focusing on user-centric design, leveraging data for decisions, and implementing small iterative improvements to enhance website performance. The process involves strategic planning, a launchpad for essential features, and ongoing enhancement based on user feedback and analytics.

1. Cracking The Secret Code To
Ridiculously Well Performing Websites

2. Luke Summerfield
❏ Evangelist for Growth-Driven
Design at Hubspot
❏ Helped grow a digital agency
for 4 years until they were
acquired
❏ Fun Fact: Knocked out in
Russia in front of 4,000 people
Hannah Eisenberg
❏ Strategist at 3P Creative
Group
❏ Global Marketing & Corporate
Strategy @ SAP for 10 years
❏ Fun Fact: I want to get back
into the saddle.

3. Agenda
❏ The Traditional Web Design
Process Is Broken
❏ 9 Secrets To Creating
Peak-Performing Websites
❏ A Better Approach:
Growth-Driven Design

4. Example: Marks & Spencer
Glowing reviews after relaunch
❖ Site was 2 years in the making before relaunch
❖ New website focused on curation, content and
clustering ideas/outfits
➢ High-end glossy magazine style images
➢ 44% of Xmas website traffic was from
tablets
➢ 4 months worth of editorial content upon
relaunch
Issues found after drop in sales
❖ 8.1% drop in sales, blamed on website relaunch
❖ Suggestions were not based on behavior but on
prewritten, editor-curated outfits i.e. city night
out
❖ Severe UX issues (e.g., “Checkout” button
reloaded page, items disappeared from cart,
“Deliver to store” returned no results)

5. Traditionally, websites were built like this...

6. The Traditional Web Design Process Is Broken
UNCERTAIN RESULTS
HIGH-RISK INVESTMENT

7. 72% of marketers say their
website is mission-critical for
new business development.
Why are some websites better than others?

8. Ridiculously Well Performing
Websites Usually Are
1) Extremely User Centric
2) Has A Clear Value Add
3) No Conversion Leaks
4) Incredibly Sticky
5) Not Based On Personal Preference, But Data
6) Small, Iterative Improvements
7) Thinking Outside The Box
8) Managed In An Agile Way
9) Tightly Integrated With Marketing & Sales

9. 1) Extremely User Centric
Only 45% of B2B marketers are confident that they have
decent, if not high, levels of customer centricity. (FierceCMO)
❏ What problem are they primarily trying to solve? (e.g.,
find right contact information)
❏ What devices are they using to access the website?
(smartphones/tablets vs. PC/laptop)
❏ Are there alternative solutions that would solve their
problems better? (e.g., online shop vs. subscription)
Pro Tip: Start with your primary conversion path!
❏ How do prospects convert in reality?
❏ Ask prospects to walk you through it on the website
step by step and see where they struggle.
Hannah will present -
feel free to add from
your experience

10. 2) Has A Clear Value Add
47% of website visitors check out a company's
products/services page before looking at any
other sections of the site. (Source: KoMarketing)
● Create website pages, resources, and
content that provide stand-alone value.
● Know your prospect and where they are in
their purchase decision process.
Pro Tip: To tackle your value proposition, imagine
you are at a cocktail party and your friend asks
you what your company does.
❏ Explain your company’s value proposition
without jargon,
❏ Frame your products/services in “Problems
We Solve” instead of product featuresLeanLabs Results:
● Bounce Rate Decreased 65%
● Visits-To-Contact Conversion Rate Increased 271%

11. 3) No Conversion Leaks
Poorly performing conversion funnels are like
leaky pipes — they lose a lot of potential leads
along the way.
Pro Tips:
❏ Identify any key pages (lots of views / little
conversions) on your website.
❏ Set up funnel analysis or visitor recording to find
potential issues your visitors are running into so
you can fix them!

12. 4) Incredibly Sticky!
Stickiness = Have them coming back for more!
Create something that forms a habit!
❏ Content
❏ Apps
❏ Community & forums
❏ Innovation/Diversification
Pro Tips:
❏ Find out how your audience likes to research
problems? (e.g., Forum)
❏ How do they communicate with other users of
your product? (e.g., LinkedIn Group)

13. 5) Not Based On Personal Preference, But Data
78% of marketers say they are willing to change
their website based on user actions, but only 58%
base design choices on what works, not what they
think looks best!
→ Base your decisions not on personal taste or
power position within the company, but based on
actual data (= performance)
Pro Tips:
❏ Do qualitative (e.g., user interviews) as well as
quantitative (e.g., website analytics) user research
— depending on the problem you are trying to
solve.
78% Increase
50% Increase

14. 6) Small, Iterative Improvements
Small, strategically planned iterations have several
advantages over big-bang redesigns every 2-3 years:
● Systematic easy-to-scope approach shortens the
time to launch and focuses on real impact
● Constantly researching, testing, and learning
● Previous iterations inform subsequent steps → only
way to reach peak performance.
Pro Tips:
● Spend a few hours brainstorming a big list of
features, functions, assets, tools, etc. that your
website should have.
● Then categorize and prioritize them according to
impact on your business.
● Tackle each item, starting with the highest impact
ones, in small iterations.

15. 75% scrolled under form
In the last 6 days (time period
measured), the # of MQLs
increased by 3%!
Much higher engagement with the
page as well as with the product
page

16. 7) Thinking Outside The Box
Outstanding websites provide solutions that are
outside the box.
❏ Enable a unique business model
❏ Convenient way of choosing a product
❏ Form habits in unexpected ways
Pro Tips:
❏ Start by thinking about what problem your
customers are really trying to solve
❏ Come up with innovative ways how you can
solve it better.

17. 8) Managed In An Agile Way
On average, SCRUM projects are 300% more successful than
projects managed with the Waterfall method.
Minimize the risks associated with traditional web design by
adopting an agile project management methodology.
Pro Tip: To learn more about agile project management, read
“SCRUM - The art of doing twice the work in half the time”

18. 9) Tightly Integrated With Marketing & Sales
❖ Traditionally, website design
development was owned by a specific
team or contracted out to a third party
❖ Tightly integrated with marketing &
sales → helps inform and improve
marketing & sales strategies and
tactics (and vice versa)
❖ Reinforces your Inbound Marketing
efforts instead of being a static,
separate entity
Pro Tips:
❏ Include your Inbound Marketing
Specialist in your GDD team
❏ Align your marketing & sales team,
consider a formal SLA agreement

19. Growth-Driven Design Basics

20. Growth-Driven Design
Growth-Driven Design
Iterative, agile process of improving the website on an ongoing
basis using user feedback, heat maps and other technology to
create a website based on what the user wants and finds useful.

21. Growth-Driven Design Process
❖ Strategy for Inbound Marketing
& Growth-Driven Design Strategy
❖ Launchpad (20% of features →
80% of impact)
❖ Continuous improvement &
execution (monthly execution of
GDD methodology & inbound
marketing working hand in hand)

22. 1) Strategy
❖ Business. Marketing, & Website Goals (SMART)
❖ Buyer Persona Definition & Research
❖ Quantitative Research - Website, Analytics Audit -
identifying gaps, conversion opportunities
❖ Qualitative Research - User Research
❖ Fundamental Assumptions (Guardrails)
❖ Global & Page Strategy
❖ Brainstorm and Prioritize Website Wish list →
categorize and prioritize them by impact
Pro Tip: Start heatmaps on critical pages as soon as
possible to get as much data as possible!

23. 2) Launchpad Website
Define key elements of a Launchpad site and
what should be done for it:
➢ High impact pages
➢ Medium impact pages
➢ Low impact pages
➢ Pages to migrate for now
❖ Start building out website architecture
❖ Wireframes, messaging, etc. for
high-impact pages
❖ Design & Develop Launchpad Website

24. 3) Continuous Improvement
❖
❖ "Nice to Have" improvements depending on wish list, as well as
basic inbound marketing supplemented by PPC until traffic builds
up organically
❖ "Continuous Improvement Cycle" starting with "Audience"
supporting and enabling the efforts of the Inbound Marketing - e.g.,
❏ Designing/improving blog template for readability and conversion
❏ Continuous Blogging to answer buyer persona’s questions, help
them overcome obstacles, and educate them
❏ Creating Content Marketing (infographics, quizzes, etc.) & Lead
Conversion Assets (eBooks, Guides, etc.)
❏ Carefully craft or optimize conversion paths
❏ Build new product & solution pages
❏ Lead nurturing sequence (list segmentation, workflow, promotional
emails)
❖ Once Audience threshold is reached, we move on to "Value" while
keeping up the inbound marketing

25. What do you need to get started?
For heatmaps, funnel analysis,
popup polls, visitor recordings,
surveys and much more.
Sign up for free
Websites • Blog • Landing Pages •
Centralized User Record +
Timeline • Integrations With
Research Tools And Zapier •
Personalization • A/B Testing •
Hosted platform • Inbound
Marketing & Sales Tools
Sign up for a 30-day trial
Tool Selection Criteria:
❏ Look for an all-in-one tool so you have one version of the truth (all data in one central
repository accessible to all)
❏ Focus on efficiencies and simplicity, real-time collaboration

26. Get started today:
Learn more about Growth-Driven Design:
❏ Growth-Driven Design 101 (Introduction eBook)
❏ GDD Deep Dive Course for Marketers
Consultation:
❏ GDD Audit & Coaching Session