As agencies continue to adopt principles of Growth-Driven Design, their client service-offerings must shift to reflect the new needs of this approach.
Continuous improvement cycles — the structured, on-going validation process within Growth-Driven Design — is one of the primary advantages for clients and agencies over a traditional web design and development offering.
Agencies maintain a steady, ongoing pipeline of work, while clients experience incremental improvement in results and refinement of their web properties.
As a part of implementing continuous improvement cycles within an optimization program, agencies must leverage data to make informed decisions around website development efforts. This data is often acquired by research methods such as user testing, A/B and multivariate testing, session replays, optimization-focused analytics reports, usability reviews, or on-page surveys.
During a testing period, agencies can present the results of specific optimizations made to a website around increases to both unit and top-level goals such as revenue, leads generated, average order value, completed purchases, and more. Previously, if done at all, traditional web design and development projects may have been evaluated against site-wide metrics, which are often less reliable given the number of variables impacting results.
By using these approaches in an optimization program to test design variations against a control, agencies can more definitively show the impact around web design and development efforts. And because optimization services rely on data, agencies get quicker client buy-in, and reduce the inefficiency of back-and-forth decision-making on design choices.
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from HubSpot Marketing Blog https://blog.hubspot.com/marketing/deliver-data-driven-web-design