SMART. Specific. Measurable. Attainable. Relevant. Timely.
What would you like to accomplish?
Set a quantifiable business objective for your website (make sure there is a concrete number attached to it). Examples include:
The conversion rate is one of my favorite metrics because it measures the true performance of the website (output) and is not affected by external factors, such as fluctuations in traffic (input). I also prefer setting relative goals (10% more leads) as opposed to absolute numbers (1,000 leads) because this also measures website performance regardless of fluctuating inputs (traffic).
The ultimate goal is to obtain a Profitable Conversion Rate & Know Your Numbers.
How will you know it is accomplished?
Establish concrete criteria and methods for measuring progress toward each objective. Common measurement methods include:
Measuring is the key. If you can’t measure, you can’t tell how your website is doing and, therefore, you can’t improve. Some KPIs are tricky to measure.
Can it be realistically accomplished?
Is the objective realistic and attainable? Objectives set too high or too low become meaningless. Compare your goals to your current numbers and ask yourself if they can be realistically accomplished. Most importantly, how are you planning on accomplishing these goals? Strategies include:
You should always start by looking at the performance of your current website to determine if the new goal is realistic. Ask yourself: is doubling the number of leads or going from 0 to 100,000 realistic? If not, set a less ambitious goal. Remember, this is a preliminary goal.
Does this match your business needs?
Why is this goal important for your business? Will it help reach your company’s vision and mission? Does it match other stakeholders’ needs? Examples:
Again, beware of vanity goals. Make sure that there is a clear path from what you want your website accomplish to the business objectives of your company (or departments). When in doubt, run these goals by your stakeholders.
When would you like to publish the website?
Set a timeframe for the goal. Is 6 months reasonable? A year? Establishing an end point gives you a clear target. The timeframe must also be attainable and realistic. Examples:
You should always look at the “big picture”. Start with the time it will take to redesign your website, but also factor in that some effects, such as driving more traffic or continued website optimization, might not be immediate.
Now that you’ve learned the benefits of the SMART model, go ahead and set some goals for your website by filling out this simple worksheet with examples.
These guys are smart ;) ... see the extended article: http://www.intechnic.com/blog/how-to-set-smart-business-goals-for-a-business-website/