Setting SMART website goals

A great web experience for your customers is the result of setting concrete goals that meet both user and business targets. Wanting a "great website" that gives customers a "good experience" is not a goal...

Why? Because that is not actionable or measurable.

Such a "non" specific goal contributes nothing to the planning or design phases, and it is the UX equivalent of a motivational high-five. So, don’t try to “create a great website with good user experience.” Create a S.M.A.R.T. one.

So, what is a SMART goal?

SMART goals are Specific, Measurable, Attainable, Realistic, Time-based. Solid examples of SMART web goals include:

• Increase traffic by 50% in 6 months.
• Increase sales of X product online by 20% over the next month.
• Increase awareness of Y product online to encourage 30% more in-store purchases over the next quarter.
• Add 1500 new subscribers to the newsletter over the next year.
• Connect with 10 people per week on Facebook.
• Increase brand loyalty on social media by encouraging fans to give at least 1 message of positive feedback per day.

How to set SMART website goals.

Let’s use a product page of a new e-commerce website to illustrate. A product page allows shoppers to learn more about a product for sale and add it to their shopping cart. It typically includes images of the product, the price, a description, and an “Add to Cart” button. Their SMART goals are:

1. The main goal of the user is to - quickly learn more about this product’s design, features and specifications to determine whether it fits their budget, needs and preferences.
2. The secondary goal of the user is to - buy this product.
3. The main goal of the business is to - encourage the user to purchase the product thus increasing sales by 10% over the next month.
4. The secondary goal of the business is to - encourage user to sign up to enewsletter / follow on facebook or twitter thus increasing brand awareness by 30% over next month. 

Items required to satisfy these goals for user:

• Strong professional design that allows user to feel instantly comfortable.
• Clear branding.
• Easy to find link to product.
• Relevant images that represent the product as a whole.
• Relevant images (such as enlarged views and alternate angles) that show the product in detail.
• General description that provides a brief overview of the product’s purpose.
• Specifications that are relevant to consumers of this product type.
• Bullet points that give the user a summary of key benefits.
• Text that shows how the product will solve a problem for the user.
• Product variations or options (such as color, size).
• Selling price (showing discount if applicable).
• Shipping costs.
• Customer service details and returns policy.
• Easy to find add to cart button.
• Social media links on buttons that give reasons to connect such as discounts.
• Simply enewsletter sign up form in sidebar with strong call to action telling user why to sign up.

Specific

By stating exactly what the user needs to accomplish, these goals help you focus on content, design and functionality that is critical to your customer.

Measurable

We can measure clicks to determine how users are engaging with your content. We can measure the number of page views. We can measure the path through your website. We can measure the percentage of visitors who click “Add to Cart.” We can measure the number of extra likes or enews sign ups.

Actionable

Because the goals are specific, we can readily identify content and functionality that satisfy them.

Relevant

These goals are appropriate for a product page, but not for say the home page.

Time-based

For a goal to work, it should have time limits.