You read well. Your website objectives must be DUMB. You could argue that your business is not to sell peanuts. You could say I must not fool around whenever I talk about it. The catch is that I’m talking serious.
But why they must be DUMB? Well because they must be:
Well you have to be realistic, not overconfident thinking way too big. Don’t get me wrong. It is good to have high goals, but having objectives impossible to achieve can harm your business. It could diminish the perception of your success.
But watch out! Avoid objectives with a very narrow scope. They will hamper your growth and let you lose revenue.
Everyone working with you must know what their online objectives are. Or at least they must so easy to explain to avoid any confusion.
Talking about high expectations the same goes to set objectives very difficult to measure. Subjective matters are not as reliable as behaviors. But measuring how peoples react to the elements of your page lets you have some insights more or less accurate about the subjective impulses of your visitors.
Complex outcomes are equally difficult to measure. It is better to divide it into small or several “chunks” of results. For a better control and to make them more doable.
It could sound kind of silly to put this as a main characteristic of your website business. However this is very important: don`t do anything just for the sake of it. Whenever you set an objective do it because it will give benefits to you and your business.
Those benefits may be not only more money, directly. Like brand awareness or brand engagement.
Why Web Objectives?
So, you got a webpage and you want to profit from it. And that’s great. The best way to do it is to really understand that your website objectives with your business goals and objectives must go hand to hand.
Your webpage should be your Internet extension of your business. Of course it must have its own guidelines according to the characteristics of the web and the way your clients use it. And, as you see those must be DUMB.
The only way you know what to measure and how to set your Web Analytics is to stablishing objectives. They are the guides that will focus you. Helps to set the necessary actions to get the metrics that you need.
Once you have decided what are you going to measure you can set Google Analytics. The information gathered will be used to take decisions about your webpage.
If you have an E-commerce your immediate objective will be to get sales. But:
- How do you will attract your clients?
- And how are you planning to measure that you are getting revenue?
- And what about that people that doesn’t finish the purchase, filling the shopping cart and leaving it?
- Could you ease the purchase process?
- Is there any frictions or distractions you can fix?
Those questions are measurable. And everyone can be an objective itself. You could focus your efforts of improve sales at a certain percentage, dividing it according those inquiries. This will give you a more structured approach.
And, by the way, remember I said something about decisions? Your objectives will give an idea about the test you must run. The elements you should pay attention and optimize.
- Your website objectives must be DUMB: Doable, Understandable, Manageable and Beneficial
- Your business objectives must be the ones that direct your website objectives
- Your website objectives are guidelines that helps you out what to measure and how to do it
- The information gathered will help you to take decisions on your website based upon data
- A “big” objective can be split into “smaller” ones to focus the information and improve the optimization