A successful website has a specific goal to achieve. This may be to sell a product, create new customers, have users contact the company for a free trial, or many other goals. Whatever the goal is, it needs to be the focus of the site and the navigational direction of the creative strategy.
Goals need to be quantitative and measurable. Simply having a goal of increasing sales is too vague and cannot be validated. Lets alter this goal to: convert online clicks-throughs to completed sales by 20% in the first quarter. This goal addresses may be, users clicking items and placing them into the cart, but never completing the transaction. This goal defines the problem and the desired solution in a quantitative manner and can be tracked through analytic tools.
Be aware of the client that does not know the goal of the website and just says, “I don’t know, we just need a website”. Stop the process right there and develop the goals, before you head down a path of wasted time, frustration and disappointment. Know your purpose, develop a plan and create a path to a successful website.