Consider the last time you wanted to update your website. What was that process like?  Maybe you decided against it because of the frustration that comes with a redesign.

Now think about the last time you went to a website that was highly personalized to your specific interaction. How did you interact with that site? Were you more inclined to take action on it?

The key to your website is your contacts. Using the HubSpot software, you have access to data-driven, behavioral information about your contacts, and you can use this to make your website more effective. Your contacts aren't just the heart of your marketing and sales strategies but also the continual improvement of your website.

What's the Strategy for Continual Improvement? 

When looking at your contacts and how you can continually educate and inspire them to work with you, your website is a key piece.

Your website is the face you're presenting to your contacts and what they're interacting with constantly. But website redesigns can be frustrating, and the the traditional way we build websites is outdated.

So what is the new playbook for designing website for your contacts? The new playbook goes by the name of growth-driven design. It's a smarter approach to web design that eliminates all of the headaches and drives optimal results using the data of your contacts.

Growth-driven design focuses on launching quickly and continuing to improve the site as you gain more information on your contacts. By investing in data-driven decisions, you can see month-over-month improvements.

The idea is that you're stronger when you continue to measure, iterate, and act. When you build your inbound strategy with your contacts at the heart, you want to look at automation, segmentation, and all the other aspects that we've discussed in this contacts series. But you can’t forget about your website.

Want to know how HubSpot works with GDD? Check it out here



The Growth-Driven Design Approach

Let’s take a look at the growth-driven design strategy and how to build it out.

The GDD methodology has three major stages: strategy, launch pad, and continuous improvement. Each stage is built around your contacts to help you build a website that's focused on delighting each contact throughout their lifecycle with you and your business.



The last stage of GDD is the continuous improvement stage. There is where using your contacts and their contact records inside your database becomes your biggest advantage. You can identify high-impact actions and use them to grow your business.

In each of these stages, there are two key aspects you'll want to focus on: 

  1. Conducting user research
  2. Connecting with the contact record

Let’s take a look at how these two aspects drive results for your website with the help of the data you have on your contacts.

Want to learn more about GDD? Check out the homepage here.

1. Conducting User Research

One of the key aspects for continuous improvement is talking with your users. This is why user research is a key aspect of growth-driven design. Before getting into how user research plays a big part in your website design, let’s make one thing clear: User research happens always, not just at the beginning.

When you conduct user research, you're finding behaviors and patterns that help you improve your site based off data, not speculation. Which would you rather do, guess what your users want or know what they want? The answer is clear: You want to know what they want and put it into action.

So how do you conduct user research, and what part do your contacts play?

When conducting user experience research, the first thing you have to ask is "who do I need to talk to?"

This is where your contacts become the key. Let’s look at the two components of user research: how to find the users, and how to conduct the research.

Finding the users.

Before you can conduct user research, you need to find the people you'll be speaking to. The key to finding your users for research comes from your contacts records and the ability to source lists.

Last week we discussed segmentation and three tips on how to segment. The same concepts of segmentation apply here. Segment the people who will be able to provide information for research. There are two types of contacts you might want to look at:

  • New users
  • Recently churned users

New Users

New users to your website and those that are first starting an interaction with you are a key segment that you'll want to target for user research.

And the great thing is this information is readily available to you inside of your contact database. For example, you could pull a list of contacts that filled out your homepage form and are currently a lead or subscriber. You can see what this would look like below:



Recently churned contacts

You can also find users who have recently decided against working with you and your business. Reach out to them to see what could be improved. These could be contacts you're trying to nurture back into using your product or service or contacts who need more education around what you do.

Conducting the Research

Once you've found the users you'll be talking to, it’s time to conduct the research. There are three things you'll want to focus on when researching:

  1. User interviews
  2. Behavioral patterns
  3. A/B testing

User Interviews

Once you have established who you want to talk to and what you want to find out, you'll need to create your guide of interviewing. Depending on what you want to focus on and who you'll be talking to, this could change a little bit. But the key is to learn about the interactions they have with your site and what could be changed.

As you move through these interviews, you'll be trying to find patterns. And these patterns are what's most important to your research.

Learn more about what to ask in user interviews here.

Behavioral Patterns

The key with growth-driven design is to focus improvements on data-driven information. Some behavioral patterns you'll be able to find in the data on their contact records, and some of it will be directly from the users themselves in these interviews.

When you start to identify patterns, you'll begin the last stage of research, which is beginning to continually improve and run a/b tests.

A/B Testing

Once you've found the patterns in your research, you can start to A/B test different elements to find the best way to connect with your visitors and contacts moving forward. Some areas that you can test on a page could be:

  • Headline
  • Content
  • Images
  • Calls-to-action
  • Forms

Find out more about A/B testing pages here.

Want to learn more about user research? Check out these tips.

2. Connecting With the Contact Record

Now that you've identified the contacts you can reach out to and started the process of continually improving, you need to define what you'll be innovating with. With growth-driven design at the helm of your website strategy, now there are a few different ways you want to look at improving.

The key to your website will be personalization and making your contacts feel at home. As we've discussed before in this series, personalization is an important piece of your inbound strategy as a whole. Keeping personalization present when designing your site is equally as important as when sending emails.

Personalization allows you to use data to dynamically change content to help tell a story with your website.

So how can you lean into the information on the contact record to design personalized information for your visitors?

  1. Smart content
  2. Video

1. Smart Content

Smart content is one of the most effective ways to personalize your content to fit your different contacts.

With the information that's stored on their contact records, you can personalize the content in a few different ways. The two key areas to use smart content to connect with your contacts are:

  1. Multi-language personalization
  2. Separating customers and leads

Multi-language Personalization

This is a major benefit because it will allow you to connect with your contacts in the language they're most comfortable with. When you create smart content on your website using multi-language content, you'll be looking at the below property:

  • Preferred Language — personalize your content based on the language set within the user's web browser. 

This allows you to (literally) speak the same language as your contacts and connect with them in the language they want to see.

If you want to find more information on multi-language content, check it out here.

Separating customers and leads

In addition,to separating content by the language your contacts prefer, you can also separate them by their stage in the buyer's journey

For example, show different content to a lead vs. a returning customer. You can provide leads with educational content that nurtures them, and for a returning customer, remind them of what they can do next. Even try changing the name on the page to welcome them back: 


2. Video

Use video to personalize the interactions your user has after they visit your website. To help with this, HubSpot and the video company Lucky Orange have combined forces to bring the information to you right on the contact record.

Lucky Orange is web analytics software that helps marketers and sales professionals connect with leads by surfacing exactly how they use your website. You can find this information by accessing real-time dynamic heatmap overlays, screen recordings, and user chat logs. All of this information is added to the HubSpot contact timeline when a visitor becomes a lead.

Lucky Orange integrates with the HubSpot sales and marketing tools. Once visitors becomes leads in HubSpot, you'll be able to see how they interacted with your site via Lucky Orange analytics.

Now you can play back a recording of a visitor’s activity, browse through a dynamic heatmap, and read a chat log on the contact’s timeline. This activity can then be used to create lists and segments in HubSpot.

This information can be key to your sales reps' follow-up with contacts. And it's a huge boost to the continual improvement of your website through determining what users are looking at and for how long they're interacting with these videos.

When you start to continually improve your website for your contacts, a lot can happen. If you want to help transform the world of web design, join the growth-driven design community. Join people from all over the globe to share, collaborate, and push the GDD movement forward.

Everyone wants to grow their website and continually improve. If you're a marketer, if you work at a agency, or if you're an individual looking to learn more about how to drive success with your website, the new Growth-Drive Design Certification is for you. Pre-register for the certification TODAY and start your continual improvement.

Register for the (new) GDD certification here.



Originally published Oct 26, 2017 11:00:00 AM, updated December 20 2017