Website Must Haves – Business Objectives, Goals, KPIs
This blog is a one of the 5 part Series of “Website Must Haves”.
A website is your identity in the online space. Most businesses have a corporate website that provides information on its products and services. Individuals or skilled professionals have their own websites to promote their skills and services. All in all, having a website is a critical marketing asset.
Before a business goes about designing a website, project owners must put on their thinking cap. Here are three steps website designers must take before writing a single line of code or making that mock up in your favorite wireframing tool.
Step 1: Define the Business Objectives
If you are one fine day asked to create a website for any company, the first question you must ask the brand manager or the business custodian is “Why must this website exist?” of “What are the 3 most important priorities of your site?”. Asking such questions will definitely give you a lot of brownie points.
It is important that the business has DUMB Objectives. By DUMB, we mean Doable, Understandable, Manageable, and Beneficial (for the business).
We have been working with a health services brand and not so long ago we asked the same question to the brand manager, to which he replied. ”I want to generate a lot of appointment bookings for my centers” – This one line business objective was definitely DUMB. Take some time here to reflect on his answer and see if it is really DUMB.
Step 2: Establish Website Goals
Once we have well defined business objectives, it is necessary to translate those business objectives to website objectives – which are nothing but strategies that you’ll leverage to accomplish your business objectives.
Remember this phrase – “Do x, Increase y / Reduce z”
For e.g for the above business objective we had (to generate a lot of appointment bookings) – one of our website objective would be to have an appointment booking system. Fair enough? I hope you are still with me and this is sounding like a piece of cake now.
Step 3: Setup measurement metrics
Now that we know what DUMB BO’s and WO’s are, its time to take a leap of faith into the world of measurement. Yes, the beautiful world of web analytics.
Write these words somewhere in bold and a big font size “You can’t manage what you can’t measure.”
What we are trying to say here is that you must have a clear picture of how you are going to measure the performance of your website. Even before the website is developed. Getting back to our example, the website objective of having an appointment booking system will be measured by “the task completion rate (% of visitors that book appointments from those who come to the website)”. Such metrics are called KPI’s or key performance indicators.