Answer
Growth-driven design is a whole-site program: launch a focused site in about 12 weeks, then improve it monthly against a growth goal [1]. Conversion rate optimization is one tactic inside that program, the discipline of testing pages to lift conversions. Lean Labs' guide to growth-driven design argues the order matters: messaging first, continuous testing second [2].
How the two relate
Produces a prettier site with the same performance, because most redesigns lead with aesthetics and leave the conversion paths untouched.
Tests its way to small gains that plateau early, since every experiment is capped by words that do not match the buyer.
Inside one program, the redesign fixes the foundation and CRO compounds it: messaging first, launchpad second, continuous testing third.
Citations
3 total