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A better website will lead to a better business. It can generate and promote your business and deliver strong marketing messages. Just creating some website will not contribute to your business progress, instead you should maintain a website that work for you and leverage your business.
Each website must incorporate the appropriate website goals, and a good website goal is aligned with business goals. You should make your goals actionable. How can you do that? This is often referred to as an objectives. There can be a couple of objectives for each goal, select the right one and proceed with efficiency.
Now let’s see some of the smart goals and objectives:
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Smart Goal Types
A website goal will be different for different departments. Make sure you apply smart models for all your goals.
Let’s see some of the smart website goals by different departments
- Marketing Website Goals
- Sales Website Goals
- Customer Satisfaction Website Goals
- Webmaster / Content Contributor Goals
- IT Website Goals
- HR Website Goals
- Operations / Production Goals
Marketing Website Goals
The main aim of a marketing department website is to capture more traffic, user engagement, improve lead generation, encourage re- engagement of the existing users and maintain their brand consistency and awareness.
Some common marketing website goals are:
Generate more website leads
- This goal is really critical for businesses that focus on lead generation as their main purpose.
- Lead generation enables your business website to drive more traffic that helps in higher conversion rate.
- To measure leads, let’s set a percentage rate increase against a lead count. This accounts for any monthly traffic fluctuations and allows a meaningful historical comparisons.
Improve lead conversion rate
- Conversion rate is the percentage of total visitors to your website that convert to your active users.
- This goal is preferred by the company’s that focus on their ability to capture more audience and convert them to their prospects.
- This goal can have a great impact on the inbound marketing campaigns and able to measure changes in the quality of traffic.
- In this type of goal, it is important to know the current conversion rate of your website to determine the percentage increase.
Increase awareness
- This goal helps to measure how efficient is your website to educate your potential users about your new products or services even if you are not selling those online.
- Website that provides informational content and doesn’t need to generate leads are more benefited by this goal.
- The only credible way to measure the rise in awareness is by conducting a survey of users on their knowledge about your new products or services. Survey must be done before and after a redesign.
Sales website goals
Ecommerce websites mainly focus to boost direct sales. In contrary to that, sales departments in some companies don’t sell their products online, in such instances their company website may serve as a medium for communication. They want their website to carry out communication of the sales team in the entire sales process.
Let’s see some common sales website objectives:
Generate more sales
- This is the popular goal for ecommerce websites that sells their product online.
- Also helps companies who wanted to boost their online sales.
- To measure this goal, set a percentage rate increase against absolute sales amount, and this will provide you with a report on any monthly traffic variation and allows a meaningful historical comparisons.
Improve Sales Conversion Rate
Sales Conversion Rate is measured as percentage of website visitors converted to paying customers.
- This goal Measures a company website’s ability to sell their products or services that leads to conversion of their website visitors.
- Suited best for ecommerce website that prefer increasing a website’s ability to sell.
- Helps to determine any changes in the quality of traffic.
- Similar to marketing KPIs, it is important to know the current conversion rate of your website before setting the goal, to determine the percentage increase.
Improve Sales Support
- If your website serves to validate and support your sales team throughout the sales process, then improving sales support can be your best preferred goal.
- To measure this goal, conduct a survey of your sales team to check whether the new / redesigned website support them to meet their needs.
- Also review various sales KPIs like sales revenue, cost per lead, product performance etc.
IT Website Goals
When it comes to any errors or problems, the IT department of your company offers a support role for your website. Most of the IT departments agree website objective like:
Reduce Website Management Costs
- Helps to measure the reduction in time and money spent on website management.
- Suited best for companies spending huge amount of money in the website management due to frequent downtimes, outdated technology and other flaws and performance issues.
Operations / Production Goals
Website goals for operations and production departments of a company is to use their website, to optimize and streamline workflows, and initiate to automate tasks. This will lead to customer satisfaction and reduced cost .Customer satisfaction is an important part of effective operations and production.
Optimize Workflow Automation
Another method which you can implement to save money/time using your website is through optimizing and streamlining the flow of information, automize different tasks, and reduce overhead etc.
These can be accomplished by uniting your website with other systems like:
- marketing automation,
- CRM,
- accounting software,
- customer support systems,
- applicant tracking system,
- inventory management,
HR website goals
The main aim of the HR department of a company is to attract more employees and support their current employees. There are certain website goals that meet the same:
Employee Applications
- This goal focus on number of received applications through your website.
- Suitable for companies that prioritize attracting new applicants through website, and encourage online applications.
- You can measure this goal using an ATS. It is a recruitment software where you can organize and keep a record of your job openings, resumes, clients, applicants etc for a powerful hiring process.
Improve Employee Satisfaction
- Employees are the main component of every organization, so maintaining employee satisfaction is the key factor towards company success.
- If you incorporate certain website objectives to support your employees, employee satisfaction can be accomplished with ease.
- Certain website objectives here include – Training, employee portal, company social network etc.
- Measuring employee satisfaction is not so easy task. For that, conduct a survey of your employee’s reactions before and after the redesign, also consider measuring their engagement rates.
Customer Satisfaction Website Goals
If you have managed to provide a support for your existing customers through your website, then improving customer satisfaction will be a simple process for you to achieve. Your website’s goals /objectives may help to gain better user experiences along with reduction in time to complete certain tasks.
Certain customer satisfaction objectives are:
- Reduce time for task completion
- Reducing the user time for a task completion helps in increasing customer satisfaction to a great extent. Customers are more intended to complete their desired needs as simple and less time consuming as possible.
- If your website enables users to perform tasks like registration, booking appointments, paying bills or any other purchase etc with less time consuming, then it is more likely to have a better user satisfaction.
- To measure the time taken for completing each task , you can use various usability testing tools or events in Google Analytics
Improve Customer Satisfaction
You can measure your customer satisfaction by considering a qualitative research in the form of conducting surveys of customers before and after redesign.
This goal is suitable for websites that provide support functions for their existing customers.
As discussed above, by serving customers through various functions in your website like registration, bookings, paying bills etc with less time, you can improve your customer satisfaction to a great level. The less time it takes to complete the task, happier your customers be.
Webmaster / Content Contributor Goals
Great websites are the result of the hard work of webmasters who make their content and services accessible to the world. Webmasters and content contributors are typically in charge of managing functions and keeping the contents updated. They depend on Content Management Systems (CMS) (software applications that are used to create and manage digital content) and various other tools to perform their work.
Objectives for setting Webmaster / Content Contributor Goals:
Improve Webmaster / Content contributor satisfaction
- As same as improving your customer satisfaction, webmaster and contributor contributors must also be happy and satisfied with their job.
- They are typically the most important part of a company’s website and improving their satisfaction should a goal.
- Conduct a survey before and after website redesign to determine, their needs and if the new website managed meet better experience.
