To better help understand the concept of website goals take a look at this commonly used analogy in web strategy – the funnel or more specifically the ‘goal funnel’. In this analogy you see your web properties as a funnel which directs your visitors toward an end goal. For most businesses this end goal is a sale or firm enquiry.
Categories of Website Goals
Website goals can be classified into five categories:
- Sales – The obvious application of sales goals is to e-commerce sites, i.e. online shops. But even when the sale is closed offline the businesses can still measure whether the sale originated from a web lead.
- Enquiries/Leads – For most businesses, especially those trading in high value purchases such as cars and houses, a sale begins with a lead. Your web properties should be lead-generating machines.
- Audience Building – Without an audience your other goals will go unrealised. You need to grow your audience while also making sure you are attracting the right visitors. Audiences are built over time using a wide range of techniques.
- Offers and Giveaways – Taking up offers, giveaways and free trials represent a low risk commitment on the part of your potential customer and as a high quality lead for your business.
- Engagement – Grab your visitor’s attention and keep them on your website and engaging with your content. Give them plenty to read, watch and interact with. Convince them that your product or service is the one they need.
Examples of Website Goals
In an earlier post I discussed how your goals should meet the SMART criteria. The following are examples of website goals that meet these criteria. I have used ‘n’ to represent any number. Remember the number that you eventually use must be realistic for your business situation.