Objectives and Success Metrics for Web Site Design

September 27th, 2005

Before hiring a Web Design company to create or re-design your Web site, it may be helpful to answer this question: How will I determine if this project is successful? Does this sound too simple? It might, but you may be surprised by how few business owners consider this question in any detail before embarking on the sometimes hazardous journey towards online marketing.

Considering how you will decide if your project has been successful will help you set objectives that are quantifiable and then to create a plan to measure them. We will call these two components your Design Objectives and Success Metrics. Armed with your objectives, you will be able to choose a Web designer whose skills will help you achieve success. You will also be able to communicate them to your designer or design team and they will function as a steering vision for your project.

While your Design Objectives will be unique to you and your business, some example objectives are included below for your consideration.

For an Informational Web site:

Clear navigation and fast loading pages
Positive user experience
Aesthetically pleasing design
Additional information easily available through the Web site via contact information, Web forms etc.
Visibility on Search Engine Results Pages for specified key phrases

Some additional objectives specific to an eCommerce Web site:

Increased customer loyalty
Efficient checkout process that minimizes confusion
Products easy to find due to effective categorization and Web site search capabilities

Some possible success metrics for these Web sites might be:

Meeting a target number of Web site visits, sales, or requests for information
Positive feedback from customers
Fewer requests for technical assistance with the Web site
Increased referral traffic from Search Engines

There are many additional objectives and success metrics to consider. Your goal setting process may be quick and easy or involved - depending on the complexity of your aims. Hopefully these ideas are helpful to you as you begin planning your Web site and choosing your Web designer or design company.

Next Steps:

If this blog post left you wanting more, Harvey Ramer has also written a short e-Book called A No-Nonsense Guide to Creating Your Web Site Design Plan that you may find helpful.

Entry Filed under: Internet Marketing