HubSpot GDD
What is the website performance roadmap?
A framework used by the strategist during planning to ensure the team is investing it's time in the highest impact items to drive value to the user and maximize results.
What are the four primary benefits of using the website performance roadmap?
1. Provides focus for the team 2. Sets clear expectations with stakeholders 3. Creates a long term story for the website vision 4. Helps measure and communicate progress
In a 2017 survey, agencies reported seeing the following results with their clients six months after launching a website when using Growth-Driven Design versus traditional web design:
14.6% More visitors, 16.9% More leads, and 11.2% more revenue.
How would you describe a launch pad website to your team and boss?
A launch pad is a website that looks and performs better than what you have today but is just a starting point. It's the behind-the-scenes process that helps you build an amazing website in record speed.
A user question helps your team understand ________.
A user question helps your team understand user challenges. Once understood, you can then determine which research method is best for uncovering the answer within your users.
How should you and your team think about the importance of creating the content on your website?
Content is extremely important to the success of your website, but it's often put off to the last minute and causes the most delays. It's critical that you put content as a top priority and use the techniques discussed in this lesson.
True or false? The goal of the strategy stage is to develop an understanding of the goals, functionalities, and sections required by both stakeholders and other departments in the company.
False The goal of the strategy stage is to gain an empathetic understanding of your users and their journey. This helps you weave in the website as a part of that journey.
True or false? You can skip the strategy stage if you're closely working with senior managers who have been at the company for many years. With their experience, they know what to build for your users.
False The strategy stage is all about developing an empathetic understanding of your users to build the website around them. Talking to team members who have been at the company for a while is a great first step, but you'll find the best source of information by talking to real people. Invest in the strategy stage to ensure your future activities are aligned with driving real user value.
True or false? Growth-Driven Design is simply another name for conversion rate optimization (CRO)
False. Growth-Driven Design integrates existing ideas and processes, including CRO, into a full framework focused on building and optimizing a peak-performing website.
True or false? A job story describes your buyer persona's demographic information and employment information.
False. A job story describes the primary task or "job" your users are motivated to complete and their desired outcome from completing that job.
True or false? It is NOT important to integrate your tools and pull all user data together into one place.
False. Having all of your tools tightly integrated and pulling all the data into one place is critical to understanding the big picture, unlocking new possibilities, and using data to drive business growth.
True or false? The only way to speed up the creation of a launch pad website is to cut out the majority of the content.
False. Not only are there multiple acceleration methods to consider, there are also other ways to speed up the launch pad website using sprint workshops, effective content development, and by investing in internal efficiencies.
How would you describe the difference between Growth-Driven Design (GDD) and conversion rate optimization (CRO) to your boss or colleague?
Growth-Driven Design pulls together many different ideas, processes, and tactics into one aligned playbook. Conversion rate optimization is one of many plays within this playbook that leads to a peak-performing website.
What are the three focus areas of the "establish" theme?
Harvest, Audience, Value
Which of the following is a benefit of running sprint workshops?
Getting everyone together for a focused sprint workshop will save time in the long run, create better alignment, and improve the quality of the solution.
Which of the following statements best describes why it's important to invest in the continuous improvement stage?
Investing in the continuous improvement of your website is the key to delivering more user value, helping scale the company, and driving true business growth. In a 2017 web design agency survey, it was found that running GDD resulted in 16.9% more leads and 11.2% more revenue six months after launch!
What's the goal of running experiments, especially when you're just starting the continuous improvement stage?
It's critical to focus on collecting learnings from your experiments, regardless of their outcome. As you learn more about your users and how the business can interact with them and incorporate those learnings into future sprint cycles, your experiments will become more and more successful.
Why is it important to implement the "transfer" step at the end of each sprint cycle?
It's easy to get busy with the day-to-day and stay in your own department's bubble. But at the end of the day, everyone in the company is serving the same end user. Dedicating time to get together to share learnings, align on ideas, and collaborate is key to creating an amazing user experience and, in-turn, driving company-wide growth.
What is the goal of the "expand" theme?
It's easy to think of the website as a tool for the marketing team to acquire new leads, but the website is a tool that the entire company can use to achieve their goals and provide value across the user's journey. During the "expand" theme, your team can work on expanding the impact on users and the company.
Imagine you just joined a marketing team and are responsible for launching a new website to drive lead generation. You find out that your team doesn't have access to the current website and there has never been any analytics software installed. Which research category would be the best place to start developing an understanding of why users visit the website?
Qualitative research is often the best research category when you don't have a lot of data and/or if you're just starting a new project and want to uncover why users are behaving a certain way.
What does your team do during the "build" step of the sprint cycle?
Run a hyper-focused, collaborative attack on implementing the high-impact action items as quickly as possible while maintaining quality work.
While looking at the steps of the strategy stage, your boss asks, "Is it really worth the time to conduct interviews and complete the fundamental assumptions worksheet? It seems time consuming." Which of the following statements would be the best response to your boss' question?
Running user interviews with real people and completing the fundamental assumptions worksheet will ensure users care about what you build and the website has the intended impact.
During the "quarterly summit," the team can zoom out to focus on ____________. Once the strategy is determined, the team can then dive back into ____________ during the individual sprint cycles.
Strategy, Execution Each quarter, the overall direction will be reset. Then the team sprints in that direction, making tactical adjustments along the way. This creates a rhythm with the team and builds in agility on both the strategy and tactical levels.
Which of the following factors is NOT defined in the goals step in the strategy stage?
Tasks to be completed. The specific tasks to be completed should not be defined in your goals. Instead, you'll include outcomes, areas of focus, and high-level plays for the team.
Each focus area has a "focus metric." What is the purpose of a "focus metric"?
The focus metric gives the team an anchor to start their ideation and prioritization of ideas. Additionally, the focus metric gives you a concrete measure of the progress your team is making.
When customizing your approach to your launch pad, there are five acceleration methods you can incorporate into your process. Which method involves deconstructing the website into phases, starting with global elements, and then launching after the minimum number of phases have been completed?
The launch and expand method deconstructs the new site into manageable phases, starting with a revamp of all global elements and designs. From there, the team will systematically select the highest impact pages or sections to include in each following phase.
Fill in the blank: A launch pad website is ___________.
The launch pad is a fully built website that looks and performs better than the one you have today. There are many ways to build your launch pad quickly, even if you have a large website. The launch pad simply serves as the foundation upon which your continuous improvement efforts build and optimize.
How would you describe what your team is working on in the continuous improvement stage?
The team runs a repeatable agile process where they continuously collect real user data to build the highest impact items that deliver more user value and drive company wide growth.
Which of the following is NOT a good reason to launch the launch pad website quickly? - You can decrease risky assumptions and potentially wasted effort. - The website isn't important for the business, so the less time spent on it, the better - You can start collecting data on real users interacting with your site. This data will inform how to build and optimize the website. - You can decrease the time it takes to start seeing results and return on your investment from your website.
The website isn't important for the business, so the less time spent on it, the better
True or False? There's a fixed capacity for every sprint cycle. The strategist should only book approximately 80% of the capacity each sprint cycle.
True. Just like water into a bucket, the sprint capacity is fixed. The strategist's role is to ensure the "bucket" doesn't get more than 80% full and is filled with high-impact items that directly impact the current focus metric. The remaining 20% of capacity is "flex time" for unexpected issues, maintenance, and small stakeholder requests.
Which of the following statements describes why traditional website design is a high-risk project?
Traditional website design is a high-risk project because it almost always goes over-budget, gets delivered late, and leaves everyone frustrated.
User research can be incorporated throughout the GDD methodology, but when is it most commonly used?
User research is primarily conducted in the strategy stage and during the plan step in the continuous improvement stage.
What is the order of operations when evaluating tools for a GDD tool stack?
When evaluating tools for a GDD tool stack, you'll start with the goals you're trying to reach, then assess the functionality required to achieve your goals, and then you'll select the tool features that best align with the functions needed to reach goals.
Why should you wait until the end of the strategy stage to complete the website-specific strategy step?
You don't want to just build things, you want to build the right things. To create the right website-specific strategy, you must first have a deep understanding of your users and your company goals. Although it's easy to jump ahead and start working on items like SEO strategy, site architecture, or integrations, be patient and trust the process.
When evaluating CMS platforms for Growth-Driven Design, it's important to select a CMS that:
Your CMS should enable your entire team to take action, be fast, secure, and reliable, and help your team spend their time on creating results, not updating plugins and maintenance. Additionally, to support GDD, a CMS should also store all of the data in a centralized place and be connected with other systems used in company-wide growth.
What are the three elements of the website performance roadmap that form the levels in the decision tree?
themes, focus areas, and tactics. The website performance roadmap is a framework made of a three-level decision tree. The levels, in order, are themes, focus areas, and tactics.