Welcome to part 3 in our Ultimate Website Planning Guide series. This week we are looking at setting goals for your website. We have created a top notch goal planning worksheet for you which you can download by visiting our podcast website at www.theonlinceconcept.com.au
You can download your worksheet by visiting episode 8 in the podcast section. Thats where you can listen to this podcast, read this transcript and of course enter your name and email to get the worksheet free of charge. This worksheet is packed full of value and will give you access to a powerful tool for goal setting.
So now let's get cracking on goal setting for your website. Typically when it comes to websites there are 5 common goal objectives. This doesn’t mean that they are the only types of goals you can set though. The 5 most common goal types are as follows:
- Increase Sales
- Brand Awareness
- Customer Experience
- Reduce Costs
- Improve Workflow
Of course you can always set your own specific goal. So let's look at these most common items and look at some examples of each.
Increase Sales Goal
This type of goal is typically about increasing sales (physical) or increasing leads obtained through the website. A typical type of goal here could sound like the following:
“Increase monthly sales by 30% by measuring overall sales volume via our e-commerce platform. This would be attainable by targeting our high value target market customers and converting them with up-sells. This goal is relevant to our overall sales strategy and would be completed by 25th December 2019.”
This type of goal is typically about improving awareness of the brand, the company or a specific product. A typical type of goal here could sound like the following:
“Increase awareness of widget a by 20%, This will be measured using surveys conducted prior to building a product specific website for widget a. We will then survey a similar audience after 12 months to measure the awareness of widget a in the market place. This will be attainable by showcasing testimonials, social proof and product positioning. This project will be completed by 21st December 2019.”
This type of goal is typically about increasing the experience your customer has with your company, brand or product. A typical goal here could sound like the following:
“Improve overall customer experience by 35% to achieve a total of 90% approval rating. We will measure this goal by conducting both internal and external user surveys to indicate improved difference between before and after. This can easily be achieved by applying findings from research, usability testing and creating a user centric website. This will be relevant to improving the overall experience and aligning with the companies plans for growth. This will be achieved by 1st January 2020.”
This type of goal is typically about reducing costs within the business by utilising a website or online technology. A typical goal here could sound like the following:
“Reduce operating costs by 25% or $75,000 per month. We will measure the success of this goal by comparing overall operating costs before and after the project launch. This is attainable by accurately calculating transactional and shipping costs and automating inventory accounts to streamline internal processes. This objective is in line with the overall growth of the business by increasing profits and lowering costs. This objective will be complete by 1st June 2020.
This type of goal is typically about increasing productivity utilising the power of integrations and automations. A typical goal here could sound like the following:
“Increase overall staff productivity by 60% by measuring current productivity and comparing it to the productivity of staff after the new website is completed. This will be attained by connecting the website with existing CRM platform and accounting software to reduce contact and data entry double ups. This time saving will increase the overall efficiency of the business in alignment with the companies growth plan and will be completed within 6 months of the websites completion on 1st January 2020.”
The goal examples above are all types of S.M.A.R.T goals, this means that each goal is Specific, Measurable, Attainable, Relevant and Timely. To break this down you need to understand each of these sections.
This is the what part of the goal ie what do we want to accomplish with this goal. This section needs to be specific such as “increase sales via our website by $5000 per month”. If you are not specific then you will not be able to measure your success.
This is the how part of the goal and explains how we will know when the goal is achieved. This section must contain the items by which you will measure the specific section of your goal by. An example of the measurable part could be “by looking at existing sales through the website and comparing them to the sales through the new website once completed”. If you do not have clear parameters for your goal then you are likely going to be stuck attaining your goal.
This is the measure of realism in your goal. Is the goal realistic, can it be done, how will it be done. This section must contain the specifics of how your website will attain your goal such as “by increasing the up sell capabilities of the website and showing related products sales data shows an increase of $5000 per month after 6 months of website implementation”
This part of the goal is about whether your goal is relevant to the overall aims and objectives of the business. An example would be that “increasing sales via the website aligns with the overall business strategy of increasing global online sales by $50,000 per year.”
The when part of the goal is all about setting a deadline or timeline for what you want to achieve. A goal without an end is not a goal at all. A typical example of this could be “this objective would be completed and measured within 6 months of the website launch.”
Creating Your S.M.A.R.T Website Goals.
Now that we have covered the basics it is time to think about your website goals. You can either get our worksheet from the website as discussed earlier or you can complete the activity on a sheet of paper.
You will need to break your goals down and create the following goals:
- 12 Month Long Term Website Goal
- 1st Quarter 90 Day Website Goal
- 2nd Quarter 90 Day Website Goal
- 3rd Quarter 90 Day Website Goal
- 4th Quarter 90 Day Website Goal
Each of the above goals need to be S.M.A.R.T goals and the quarterly goals should be goals that lead towards completion of the larger 12 month goal.
Once you have created your 5 goals it is time to look at the next section which is outlining all of the tasks involved in your 4 quarterly goals.
On a sheet of paper or the worksheet we provide list all of the tasks required to reach each individual quarterly goal. This means for example if your goal is to “increase sales via the website” then a task for that might be to “develop a new website strategy.”
Once you have completed adding all of the tasks involved in each 90 day goal it is time to move on to the next section of your goal setting activity.
Website Goal Self Assessment
By now you have some high quality goals that have been broken down and are ready to be implemented. The first part of that implementation is assessing the 5 goals you have set before.
On a piece of paper or on the worksheet we have provided I want you to make a list of any obstacles that may occur that will prevent your from reaching your goal. Do this for each goal you have set including the long term goal and the 4 quarterly goals.
Once you have completed this make a list of what additional skills, knowledge and connections you may need to achieve the goals.
Finally reward yourself by listing what the reward will be for you or for the business when you achieve your goals.
Now that you have completed the activity I suggest looking at your goals and repeating the task for each 12 month goal you want to achieve. This same system can easily be used in other aspects of your business by creating a custom goal objective.
The next section of the guide will take us on a journey of discovery as we research and develop the concept for your new or rebuilt website.