In our last session, we discussed data ethics and privacy and over the course year, we have discussed how, as users, we are afraid of sharing perhaps too much data on various platforms. While we strive to be aware as users,  sharing only as much as is required as marketers, we will quickly lose most access to third-party cookies due to privacy regulations, new privacy protection laws, and growing privacy concerns. That’s why it’s the right time to focus on the data we collect from our customers, which is far more valuable. After significant changes in laws about data collection, sharing, and tracking, the shift towards first-party data has become clear and, so to say, for all the right reasons.

What is CDP?

In my previous post, I explained that a customer data platform (CDP) is a software package that collects and unifies first-party customer data—from multiple sources—to build a single, coherent, complete view of each customer, which we also call SVC. The data collected could be from customers’ interaction with the website, offline interactions with CRM, mobile applications, etc.

The type of data collected could be categorized into;

• Behavioral data: such as action taken on a website, in an app, or through other channels such as live chat or digital assistants, and the number and length of interactions and frequency of those interactions
• Transactional data, such as customer purchases and returns, from eCommerce or POS systems
• Demographic data include the customer’s name, birth date and month, and address.

Why is CDP more crucial than ever?

• Privacy regulations like GDPR have imposed restrictions on third-party tracking and put users’ privacy consent first.
• Apple’s iOS’14+ update has given users a choice to opt out of tracking.
• Google’s Android privacy policy has restricted the sharing of user behavior data with third parties.
• And the Chrome browser plan to phase out third-party tracking by 2023.

Third-party data has been a powerful tool for marketers across industries and borders. Now that this tool is all but finished, it’s time to pivot our strategy by optimizing the collection of first-party data and turning them into actionable insights. Thankfully, first-party data is turning out to be even more powerful (and far more ethical) than third-party data. The sooner the marketers leverage the firsthand customer data today to build better connections with their customers, the better the market segmentation and marketing campaigns will be.

How does a customer data platform (CDP) work?

A CDP’s job is to collect lots of data about your customers, create unified, individual profiles of those customers, and deliver effective, personalized communication to them across all channels. To make that profile, a CDP has to gather a lot of information about the user. A perfect or close-to-perfect customer profile will then be used as the foundation to find similar “perfect customers,” hence facilitating a lookalike audience segment. With the correct data, baselines, and algorithms, marketers can extend their audience and match that new group to their “perfect” customer. Marketers can continue to build on that foundation, find more prospective customers, expand their reach and make their campaigns more personalized to their target audience.

Why is CDP important for marketers?

By creating and maintaining a single, unified database of customer profiles, each with a consistent identifier, CDPs provide a single view of every customer and a reliable data source for various marketing functions. They connect with other marketing platforms and systems, providing data to support campaign management, marketing analysis, and business intelligence. The study of this data can even suggest the optimum next move the company should make to engage or retain a customer.

Because it’s designed for marketing and controlled by marketing, a CDP makes it easier and faster for nontechnical people, like some marketers, to access and query the data. Marketing owns the data, so it doesn’t have to request it from the IT department, which can be a slow process.

What are the other benefits of CDP?

1. Deliver a Single View of the Customer- CDPs unify first and third-party data sources to form a comprehensive 360-view of your customer across devices and channels, making that data available to your other tech and the business.
2. Enhances customer experience (CX)- Customers are using more channels and devices than ever while demanding exceptional and relevant experiences. CDPs fuel multi- and cross-channel marketing with comprehensive, trusted data and a complete customer data set.
3. Breaks data silos- The value of customer data extends across a business. CDPs allow teams to access and leverage customer data across departments accurately and effectively.
4. Step closer to customer-centric marketing- To enact customer-centered marketing, you must know your customers. CDPs equip you to manage customer relationships and market with your audience.
5. Ensure business & operational agility– CDPs enable businesses to build and connect a tech stack that adapts to the ever-changing consumer behavior with turnkey integrations, saving hours of integration work. Audiences and business rules are set up centrally and can be applied across various technologies saving vast amounts of time and money.

Unifying customer data from different marketing and advertising systems is the only way brands will be able to eliminate blind spots and make every customer interaction matter.

Rob TarkoffExecutive Vice President, Oracle Cloud CX and Oracle Data Cloud

Citations:

1. July 2020, Jason Skelton Examining various use cases for a CDP,Examining Various Use Cases for a CDP – Acxiom
2. May 2020, Tisson Mathew, What is CDP? What is a Customer Data Platform (CDP)? (skypointcloud.com)
3. Microsoft Dynamics What is CDP   What Is a CDP | Microsoft Dynamics 365
4.  Image Credit Google images

 

 

Modern-day marketers and their marketing strategies rely heavily on data. With more data at our disposal comes the need to effectively utilize all that data to streamline marketing decisions. We know a customer goes through different touch points in a user’s journey and technical solutions like CRM, DMP, and CDP. We will focus on understanding the difference and commonalities between these solutions and how we choose between them. Some organizations keep their tech stack to one or two choices, while others harmonize their CRM, DMP, and CDP solutions to get the most out of the asset. When I say asset, I don’t necessarily mean only the operational cost of these tech solutions. The big data surrounding us and practical technology tools are an asset in a marketer’s arsenal.

What is a CRM/ Customer Relationship Management?

A CRM tool collects the data of an organization’s interaction with its customers or potential customers from various portals like websites, telephone, email, live chat, social media, etc. The primary goal of a CRM tool is to integrate and automate sales, marketing, and customer support. Generally, they do not usually store every available piece of information on a customer, nor do they run any type of machine learning algorithms on the data to generate insights.

What is a DMP/ Data Management Platform?

A DMP is a tool/platform that collects, analyzes, organizes, and activates data from various sources and puts it into a usable form. A DMP tool collects third-party data, for example, data collected and shared from an external source, like Google Analytics) from various websites and platforms. These data are anonymous or non-non-personally identifiable information. It facilitates external data purchase and transfer and connects with third-party ad networks and exchanges for targeted advertising purchases. The primary goal of the DMP tool is to store sorted data in a central location for a short period to help marketers target web ads to the right audience. It supports marketers in serving the targeted ads programmatically and at scale, primarily using anonymized customer data in the form of third-party browser cookies.

What is a CDP/ Customer Data Platform?

A CDP tool ultimately ingests customer data from various sources, including your website, mobile app, analytics systems, messaging systems, sales and support systems, etc. The CDP then consolidates and unifies this data to create unique customer profiles by creating a unified customer profile called Single Customer View ( SCV). CDPs are commonly used to improve ad targeting, segmentation, loyalty programs, and most importantly, ad personalization.

What is common between CRM, DMP & CDP?

CRM, DMP, and CDP: Similarities

All three tools have their functions and use cases in the marketing ecosystem, but there can be some overlap. What they share is that all three have been designed to improve the overall customer experience, making targeting and segmentation easier

• CDP and DMP: These two platforms are managed mainly by a marketing team and significantly impact modern-day data-driven marketing decisions.
• CDP and CRM: These platforms may store first-party, second-party, and third-party data.
• DMP and CRM: Potential weakness in terms of data privacy.
• CDP, DMP, and CRM: All three work toward improving customer experience through segmentation

CRM, DMP, and CDP: Differences

A CRM system is typically managed by a sales team with limited data integration and is less adept than CDPs at integrating with other sources and types of customer data. Everyday use for a CRM is to compile and manage all contacts with a customer, including sales calls, contact center records, support, and maintenance calls. Customer Relationship Management (CRMs) platforms manage contact with prospects and customers. Sales channel interactions, as well as contact-center and customer-support calls, are also typically included.

CDP can fulfill some DMP functionality, however, DMPs are specific to advertising and customer acquisition campaigns. DMPs work best with new or anonymous audiences and join third-party cookies. DMPs operate on a massive scale specific to audiences, and that’s why the data they process has a limited data retention period—but can help lookalike audiences and programmatic advertising. On the other hand, a CDP builds a persistent, true SCV—linking sessions based on first-party data and doing ID resolution across channels. That’s how a CDP manages customer experiences across all channels, helping to provide consistent messaging and exceptional customer experiences.

A CDP integrates and unifies customer data, creating the most accurate user profile. .. A CDP, on the other hand, pulls in data from all of the different sources (online and offline) to create an accurate single view of customers, storing data as long as necessary without limitations (including first-party, second-party, third-party, and PII data). With a CDP, you wouldn’t typically update data directly in the CDP; it would pull data automatically from other systems and aggregate it.

CRM, DMP, and CDP: Possible Use Case

Asha visits its website of, Lenox and views its white dinnerware collection, and reads a few blogs on how to accentuate white dinnerware table settings. The CDP captures data captures these two data inputs. CDP  could understand the similarity and patterns in these actions that Asha took on Lenox’s site and build a persona for Asha. Now a DMP tool can be used in this scenario to build ad campaigns related to dinnerware/ white dinnerware or table place setting for Asha. A CDP adds to the functionality of CRMs and DMPs by integrating the data from first-, second-, and third-party sources. In other words, CDP incorporates CRM and DMP information to provide a comprehensive view of each customer, so you can find all the information you need from a single view.

 

Citations:

1. How To Use CRM Systems To Improve Your Ecommerce Content Marketing Use CRM Systems To Improve Your Ecommerce Content Marketing (semrush.com)
2. What are the differences between CDP, CRM, DMP CDP vs CRM vs DMP: What are the differences between them? (formaloo.com)
3. What is a data management platform (DMP)? What Is a Data Management Platform | Microsoft Dynamics 365
4. What is a customer data platform (CDP)? What is CDP? | Oracle

 

As marketers, we have always known the value of reaching out to the right audience at the right time and place; however, timing is more crucial than ever in today’s date and age. With advancing technology and easy access to mobile devices at everyone’s disposal, people have changed and demand fast service and solutions, and – time is the quintessence of digital and mobile marketing.

Google research in 2017 says that the search terms like ‘open now’ and ‘near me’ has increased by 200% in the last two years. Similarly, other time-focused search terms like ‘same day delivery, ‘tonight,’ and ‘today’ also saw a huge jump. We are living in an era where using data to understand the demography and their interest attributes is not beyond expectation. Marketers are studying the user’s intent and redefining strategies to reach out to their potential customers at the right moment. Unsurprisingly, the users are spoilt as they have access to multiple options, impatient as they need information and solutions faster than ever. Marketers must know when and how to act based on the user’s intent and journey stage.

Understanding user intent on time: Intent-based marketing is a strategic move for marketers to predict and understand customers’ intention to purchase a product or service before they make the decision. Knowing how a customer could interact with a brand, from organic search to social media, helps marketers specify the most likely path the customers may opt for before final purchase. Once the way to purchase is understood, marketers can create and execute campaigns specifically designed to reach and influence potential customers. Understanding consumer intent, marketers can identify the right moments in the customer journey where ads will be most relevant.

For instance, a pre-cold medicine brand could map its customers’ past searches on Google or WebMD to narrow down users who might have early symptoms of a cold, and they are more likely to get relief and become better brand advocates. As a result, brand sustainability and conversion from searches to sales increased. This is a scenario of understanding user intent to provide the right solution to the users at the right time.

Understanding the stage of the user’s journey on time: Aligning the marketing messages to the right set of the buyer’s funnel is another example of understanding the value of time in marketing. Adidas used a mix of brand-oriented, aspirational messages for users who might be in the discovery/awareness phase and promotional messages for those who were ahead in the buying funnel/ conversion phase. Adidas uses real-time data to create ad relevancy. The brand works to create excitement and enthusiasm around the world of sports on a personal and relatable level. They use multiple social and retail outlets to converse with their customers. This creates a solid connection to keep them coming back for future purchases. Likewise, Adidas strives to be everywhere its target audience is to deliver a unified, unique & well-timed experience & marketing messages.

Providing faster & timely solutions: The overall impact of a brand on its customers also depends on how quickly a company can react to a customer’s behavior. Faster reactions and solutions to customers’ queries and problems go a long way in building brand association and ensuring effective marketing. When companies get more proficient in timing their marketing activities, they often realize another benefit freed-up time for brand building, creative development, and data mining. One of the most essential and fundamental things businesses need to get right is being proactive in alerting your customers when an issue arises and keeping them regularly updated with what your organization is doing to solve them.

Citations

1. HBS 2019 Time Is of The Essence: How Leading Marketers Match Messages to the Right Moments – SPONSOR CONTENT FROM GOOGLE (hbr.org)

2. Havard Business Review, May 2018, Time is of Essence: How Leading Marketers match Messages to the Right Moment Time Is of The Essence: How Leading Marketers Match Messages to the Right Moments – SPONSOR CONTENT FROM GOOGLE (hbr.org)

3. Havard Business Review May 2018, How Consumer Insights and Digital Have Led to Adidas’ Growth, How Consumer Insights and Digital Have Led to Adidas’ Growth – SPONSOR CONTENT FROM GOOGLE (hbr.org)

4. HBS 2017, Is Marketing in the Right Place but at the Wrong Time? Is Your Marketing in the Right Place but at the Wrong Time? – SPONSOR CONTENT FROM GOOGLE (hbr.org)

5. Image Credit Google images

 

 

 

 

Recently in a team meeting, I introduced myself as someone who has one foot in the marketing team and another in the e-commerce because my current role is in digital marketing, but my position is part of an e-commerce team. I believe e-commerce and marketing strategies, goals, and tactical actions are closely intertwined in today’s digital age. The two wings have separate objectives and workflows, but a clear and deep understanding of both workflows is crucial for a collective impact. It’s impossible to gain anything substantial out of robust marketing campaigns if e-commerce’s priorities and actions are not on point likewise the most sorted e-commerce site may fail to generate revenue if marketing strategies are not tested against e-commerce data. Let’s shed some light on the individual workflows of these two areas and how they fit together to complete the puzzle.

 

Independent  E-commerce  Workflow:

To maximize sales opportunities and stay cost-competitive, mapping out the eCommerce processes can help the business highlight key areas that may require alteration, modification, or automation and ultimately improve performance. Key areas of a typical eCommerce process flow include:

• Receiving orders from your eCommerce system
• Processing order information
• Shipping

Independent  Marketing Workflow:

Running digital marketing campaigns is a high-octane activity. Ranking organically on the search engine result pages (SERP) requires having a sound SEO strategy.  Content marketing, social media marketing, email marketing, and affiliate marketing are ways to bring traffic to e-commerce. However, we will focus on the marketing team’s process to align with the e-commerce objectives.  Based on data, e-commerce and digital marketing ensure they acquire the right target audience and that users’ journeys are optimized and personalized.

E-commerce & Marketing Workflow Inter-Dependencies:

There is a separate process flow that the e-commerce & marketing department follows together to keep the site to date and plan marketing initiatives accordingly. The steps followed are;

• Accessing the current warehouse/product status.
• Evaluating what product line/collection needs to be focused on each month based on availability which we call POM (product of the month)
• Creating a monthly calendar that gives insights to the marketing team for their future campaigns.
• Creating landing pages for POM, including the marketing highlights from the marketing team.
• Taking the landing page off at the end of the promotion period.

 

 

While the diagram gives a clear view of how the two completely different departments work together for common goals.

• Precise mapping of process dependencies ensures smooth running and allows for process improvement. For example, based on e-commerce data of user journeys, the marketing department may customize specific promotional campaigns. Similarly, based on marketing data e-commerce department can analyze which landing page received the best user engagement and hence can make improvements.

 

• Timely, well thought, and analyzed e-commerce predictions highlighted patterns for each month (POM-Pattern of the month) gives enough room to digital marketing to play around with the most suitable marketing strategies. For example, a vintage dinnerware pattern has a target audience of age(35+) while a new collection has a target audience of (25+). Email and social media content will differ based on the target audience’s age and location. Therefore, transparent process, task mapping, and coordination play a key role in giving the users the best experience, which is my and my team’s common goal.

 

Citations:

• Marketing Workflows for E-commerce:10 automation. (2019). Vbout. https://www.vbout.com/blog/marketing-automation-ecommerce-workflows-use/
• Beide, A. (2020). E-commerce and e-marketing – what’s the difference? Landingi. https://landingi.com/blog/ecommerce-emarketing-difference/#:~:text=All%20in%20all%2C%20e-commerce%20and%20e-marketing%20are%20closely,in%20most%20cases%2C%20they%20go%20towards%20different%20goals.

 

E-shopping is no more a new concept in 2022 however, understanding the behavior, needs, and pain points of different types of shoppers and ensuring a frictionless user experience on the site is still a dream for various e-com companies. Research says if the website is not optimized every 2-3 years, based on user behavior &  data, there is a high chance of losing customers and businesses. We can say no two e-customers are alike in their expectation. They visit the site with different perspectives and objectives, so their user journey varies too. To understand the magical realism of this ever-evolving world of e-commerce, every business, having confidence in their savoir-faire, works hard to understand their customers very well. There are a few basic types of customers an online business meets every day. For an emerging e-commerce site, there could be four segments of potential customers with their unique expectations and different journeys on the site.

1. Aware & Focused Users:

This segment of customers are not only familiar with the brand name but know exactly which product they want to buy from what collection. Customers who have researched are looking for a replacement or addition to their existing Villeroy& Boch collection. Customers who have visited a retail store, done preliminary research, read ratings and reviews, and now their goal and expectation from the site are crystal clear. They would like to locate the product on the site, confirm it’s the right one by taking a quick scan of the picture and product description and proceed to buy the product.

Product-focused shoppers aren’t looking to browse the site. The product-focused shopper only wants to locate the product, confirm it’s the right one, and buy it. Some don’t look at product descriptions at all. A quick look at the name and picture confirms that the product is the right one, and they’ll buy it. The aware customer is not necessarily in a hurry but has clear objectives, so e-commerce sites may use AI to upsell other products.

How to improve their journey:

• Easily identifiable product and collection with symmetrical product images, product names, and product descriptions.
• An effective search mechanism makes locating correct items on the site easy.
• The purchase history should be easily accessible if the customer wants to place a re-order quickly.
• A streamlined checkout to get shoppers in and out as quickly as possible.

Focussed shoppers can easily select the piece they want and proceed toward the checkout.

2. Relaxed & Leisure Users:

There is always a segment of shoppers who might have never heard of the brand and may not be familiar with the entire product or collection range. They even might not have an immediate buying intention but would like to browse the site leisurely because they want to learn more about the brand and its unique selling points or to find some inspiration or kill some time. Browsing at their own pace, these customers want to stay up on the latest trends, dream of future purchases, or be prepared for the next shopping in advance online/retail. They could be more of a visual person who would like to touch, feel and see the products in person, so most likely website visit is just one stage of their whole user journey. It may seem counterintuitive, but having people browse the site is a good thing as they spend their precious time to know more about our brand and can become our customers if their expectations are met during the discovery phase. Sometime soon. Consider the opportunity for word-of-mouth marketing by letting shoppers easily share their “finds” with friends.

How to improve their journey:

The site’s overall experience must be warm, consistent, specific, dynamic, and easy to navigate.

• Clear listing of new arrivals/collections, sales, and best-selling products.
• Since this segment is unfamiliar with everything the brand offers, product recommendations can be helpful.
• The product link (picture, description) should be easily sharable.
• The customers should be able to mark a product as a favorite and add it to a wish list/ cart, even as a guest.

Relaxed users are able to hit the heart to mark the product as their favorite, to build their own list over a period of time, even as a guest.

3. Researchers & Learners

Researchers have mixed characteristics of the previous two segments, aware and relaxed shoppers. Researchers are like conscious shoppers as they are goal-driven, though their goal might not be to buy products instantly but to collect relevant information about them. On the other hand, researchers are like relaxed shoppers as they are still in their discovery phase. They are educating themselves about various aspects of the product, for example, design, quality, reviews, prices, promotions, and comparing its available options to make the most informed decision. They might visit and re-visit the site several times and compare the same product with different e-commerce platforms( e.g., website, amazon, retail stores). It’s crucial to give researchers a seamless, trustworthy, and knowledgeable experience throughout their journey. I believe a more considerable proportion of the total customer base could be researchers since, in today’s date and age, users are aware, and information is just a few clicks away.

How to improve their journey:

• Every relevant detail about the product should be available upfront.
• Other users’ reviews and ratings can help establish trust.
• Well-written content (blogs, videos) represents the knowledge of the brand in their industry. It not only educates the new users in their research phase but subtly builds their trust in the brand.
• Users should be able to mark products of interest and add them to their cart/ wish list even as guest users. This not only gives ease to shortlist products of their choice from the plethora of options but makes sit easier for an e-commerce site to re-market those users in the future if possible/necessary.

 

Researchers can read through the name, description, and specialty of each collection for their next buy.

4. Bargain Hunting Users:

For most brands, there is always a big chunk of potential shoppers. The top four segments of customers might not be actively looking for promotions. Still, price-offs/ promotion interests every shopper and hence play a significant role in the e-commerce business. As the name suggests, bargain hunters are constantly looking for any promotion under the sky, be it gifts, price-offs, clearance sales, free shipping, etc. These users might not have a clear shopping list or product pattern in their wish list but may buy anything that ensures value for their money spent.

How to improve their journey:

• Clear display of sales items and entire inventory prize, so the marginal value gained is always visible throughout the customer journey.
• If the users are signing up for a newsletter for coupons, those coupons should be easily and quickly available to them with easy-to-fulfill redemption criteria.
• Bargain hunters are not looking for the best prices but the best deals, so creating value packaging (price off after a particular value) could be an option to keep them interested.
• Product recommendations to qualify for free shipping or any other promotional newsletter could be designed to encourage users to finish their buying process effortlessly.

The site shows an association with Rakuten. All sale items are easily identifiable for the value shoppers.

 

• Citations:
• Website images from Villeroy & Boch | Dinnerware, Glassware, Flatware, & Home Décor (villeroy-boch.com) & Anmut (villeroy-boch.com)
• Designing for 5 Types of E-Commerce Shoppers. (2019). Designing for 5 Types of E-Commerce Shoppers. https://www.nngroup.com/articles/ecommerce-shoppers/
• K. (2015). The six types of e-Shoppers an e-Commerce website meets everyday. The Six Types of E-Shoppers an e-Commerce Website Meets Everyday. https://www.j2store.org/blog/ecommerce/the-six-types-of-e-shoppers-an-e-commerce-website-meets-everyday.html

 

In today’s date and age, a website does not only need to look good aesthetically but function well. The website is an essential element of a successful brand and its e-business. The website is the foundation of all your online marketing efforts. As a rule of thumb, the business should re-design their website every 2-3 years to stay current, which establishes that a website is not something a company could effort to set and forget.   The traditional way of designing or re-designing a website is identifying the problem areas and employing the best practices to solve that problem. However, growth-driven design is an improved process of Website designing.

What is Growth-Driven Design/GDD?

Growth-driven design or GDD  focuses on creating a systematic and interactive website that can adapt to changing technology and the changing needs of our audience over the years. Based on user experience, their pain points, touchpoints, data, research, continuous learning, and regular testing, GDD helps businesses to make informed site improvements. The growth-driven design perfectly ties the concept of continuous process improvement based on UX, data, and agile methodology.

The Three Phases of Growth-Driven Design

The growth-driven design process is all about constantly measuring your site’s performance and making changes based on what you’ve learned to improve that performance. The following are the three phases of a growth-driven design:

 

1. Strategy

The first step is to create a strategy by auditing your current website, allowing you to see what works and what doesn’t. An audit will not only help guide your design, but it will also help provide you with benchmarks that you can compare your new design to moving forward. Your audit should include user testing, interviews, and surveys to understand better how visitors interact with your site. Once your audit is complete, set SMART goals to help define your desired results. Finally, revisit your buyer personas and buyer journeys to help guide your content strategy. There are three outcomes of a well-laid procedure:

Clear Objectives:  Clear objectives ensure faster movement to results, minimizing iterations.

Customer Focused: Focusing on the highs and lows of a customer’s journey based on data and behavior gives a clear vision of the to-be state of the website.

Ready to execute: Set out strategy gives a wish list of ideas, an actionable plan, and respective priorities against each item on the list.

2. Launchpad

Based on the strategy and wish list, a launchpad is not the finished product even though it’s fully functional for the end-user. Essentially, it enables tracking user behavior on the site, making it easier to figure out what is working well for the users and what needs improvement. At this stage, it’s easier to bring in prototypes and form website architectural design for SEO. Based on user behavior, gathering feedback on prototypes and marching towards a final design ensures a smooth and quick transition.

3. Continuous Improvement

With a live launchpad, it’s quick and easy for businesses to identify high-impact areas on the site. Using the data and analysis site needs to be continuously improved. This phase is made up of four stages:

3a. Plan

Planning here means segmenting the most compelling aspects of your website that broadly support the existing business goals.

3b. Develop

Developing is moving the outcome of the previous stage into execution.

3c. Learn

Learning means reviewing the past changes to determine what worked and didn’t so that the stakeholders have a better idea of how to improve the site for the following sprint cycle.

3d. Transfer

Transferring the lessons learned and sharing them with the organization’s different departments, from marketing and sales to service.

 

Many brands are choosing to implement a growth-driven design due to the ability to adapt to changing customer needs and a constantly changing online environment. Much depends on what the brand is trying to accomplish and the specific marketing needs. In some cases, a conventional web design may work just as well. However, I believe businesses should have increased conversions through GDD since the process begins with discovering more about customers and attempting to solve their pain points. The design directly addresses the personas. Further, having a launch pad rather than an entire-fledged site saves several months of missing out on enhanced conversions while customers wait and wait for a new place to launch.

Citations:

1. Summerfield, L. (2018). Growth-Driven Design Certification. HubSpot Academy. https://app.hubspot.com/academy/21261349/tracks/21/152/833
2. Growth-Driven Design. (2019). Growth-Driven Design. https://www.growthdrivendesign.com/v1/how-it-works/continuous-improvement