The traditional web design process is broken
You are wasting precious time and money on our website. Your webiste is the core of all of your marketing efforts and is your best “salesperson”, yet the traditional approach to website design has a great deal of systematic risk and wasted opportunity. Growth Driven Design for Staffing Firms is common sense, if you are looking to increase your volume of placements and overall weekly/monthly billing.
Why is Growth-Driven Design perfect for for staffing firms?
GDD (Growth Driven Design ) is the best way to maximize the conversion of prospects to customers on your recruitment agency website in 2017. By executing user based incremental improvements to update and improve your website you will dramatically increase revenue and completely transform your agencies overall deliverable results. In turn, more recruitment agencies are taking advantage of growth driven design as a solution to optimize their websites.
Top candidates today are savvier than ever before, they consume different content at different times in different ways. Creating semi-fictional representations of your ideal customers and candidates will allow you to focus on your most qualified leads. Buyer personas include demographics, age, work role, company size, common issues or problems. Personas should tie into every aspect of the journey map. Most companies will have 3 or more personas.
Journey Maps are the process that a customer goes through in order to complete a focus metric driven goal on your website. For example, what are the steps a prospect takes in order to register with your agency? Are there any roadblocks, that prevenet them from finishing? You can construct a journey map by listing the steps and actions needed to accomplish this specific goal. These focus metric goals are typically tied to business goals, which are also tied to revenue goals.
Goal: Develop a clear and actionable understanding of how users are behaving before, during and after engaging on your website. Once users begin to visit your website you can begin to conduct some research based on their actions.
Execute user research
- Qualitative Research – user interviews, surveys, slide up surveys, online chat, user testing
- Observational Research – treejack, hotjar and even eye movement tracker
- Quantitative Research – general web analytics event tracking funnel reporting, cohort reporting
Traditional web design is dictated by the designer who has to make guesses as to what will work and what will not work. The design team will typically use industry best practices, which may not work for your specific audience. GDD is the opposite, the user will dictate what elements are added to the website. A more simplified process may help the user complete the buying process more consistently. GDD Ensures we are using limited time and money in the best way to make more informed decisions based on user data.
Building a launch pad website
You should use the 80/20 rule to list the most crucial elements needed for website, then break it down further into nice to have and must have items. Filtering and prioritizing the most important things, cutting or archiving pages if needed. Most websites have pages with very low views and interaction, you will be looking to remove these pages to streamline your website. GDD and Inbound Marketing are further maximized when you use workflows and segmented email marketing to engage consistently and continue to nurture your leads further through the buyers journey. Create customized workflows for each of your niche market personas to entice them to take action and click on your CTA or fill out your form. Each specific topic will trigger automated workflows depending on where the lead or prospect is in conversion process.
The Foundation– As you know, having a solid strategy based on business goals is the beginning of every successful marketing campaign. You must break down these goals by quarter in order to stay on track, GDD allows for continuous improvement in order to adjust your tactics if they are not working. You will make decisions based on user data in effort to meet your focus metric.
In order to maximize and optimize your website’s performance you should be looking to improve it based on user data. Continuous improvement is the core process of the GDD methodology. The website will evolve and unlock new opportunities based on these changes and updates
Plan: Determine the most impactful action items to implement in order to get you to your focus metric goal. Develop a list with your entire team and identify the 20 percent of items that will produce 80 percent of the impact and value for your focus metric. Make a list of “must have” or “nice to have” items, if the item is “nice to have” then it will return back to the main list. The Lead strategist will pick an action item for each cycle, then the team must rally behind the it in order to stay focused and maximize time.
Build: A collaborative sprint to implement the high impact action items as quickly as possible. Make sure to balance speed with quality. Deconstruct action items in order to avoid potential roadblocks. Require all hands on deck to build out the launchpad website. Set up experiments as outlined in the action items. Request anything you need from other teams or the client as soon as possible. Everyone will work at the same time to get quick results. Pre-schedule all time needed to review the action items. The strategist is in charge of removing roadblocks in scheduling and workload. Use time tracking tools like toggle, harvest or gathercontent to keep track of the hours have been spent on each action item.
Learn: Get a deeper understanding of who your users are so you can make smarter decisions and drive more value. Let your experiments run until you’re confident of the results, ask yourself learning questions. Was our hypothesis correct? What did this teach us about the user? Did different personas behave differently? What behavior was unexpected? Further research and brainstorm next steps in order to figure out what to do based on experiment results. Document your findings with an easily searchable wiki with tettra in order to use this knowledge for future reference.
Transfer: Help the other teams improve your efforts by informing them of your user learnings and vice versa. Create a state of the union, which is a high level overview of what has been done, where you are now and your Global progress goals. Review previous cycle action items, experimental results and user learnings. Determine what recommendations to present at the next summit meeting, in order to improve the overall performance of the team for the next cycle. You should have a list of user related questions prepared for the meetings.
If you would like to learn more about how to start a Growth Driven Design strategy for your staffing firm’s website, click the link below