Screaming Garlic’s 2013 Website Redesign was one of earliest sites to employ growth driven design methodology.
The internal Landice marketing team had several challenges to solve with their then current redesign effort. First, from market research results, it was clear that their customer base was divided into at least 2 distinctly different targets. Committed runners, training for a specific event made up over 18% of buyers in the previous 2 years while 1st time runners and those just trying to “stay in shape,” were self-identified groups that all needed to be addressed on the site. Using content targeted to each constituency, SG created a site experience and recommended products that were appropriate for each group’s needs and interests.
Instead of a complete re-design every 24 months, SG works with the Landice team to develop 3 to 6 month projects that enhance the functionality of the site and continue to meet the objectives for Landice in terms of lead generation and brand awareness.
The site now hosts over 20,000 unique monthly visitors, with very few seeing the exact same content on each visit.
To learn more about the growth-driven design methodology, check out this page.
The Clean Coffee Company
September 15, 2015