An interesting article to read, follow the link http://www.j6design.com.au/setting-smart-goals/
A great brand experience for your customers is the result of setting concrete goals that meet both user and business targets. Wanting a “great website” that gives customers a “good experience” is not a goal.
Why? Because that is not actionable or measurable.
Such a “non” specific goal contributes nothing to the planning or design phases, and it is the UX equivalent of a motivational high-five. So, don’t try to “create a great website with good user experience.” Create a S.M.A.R.T. one.
So, what is a SMART goal?
SMART goals are Specific, Measurable, Attainable, Realistic, Time-based.
Solid examples of SMART web goals include:
- Increase traffic by 50% in 6 months.
- Increase sales of X product online by 20% over the next month.
- Increase awareness of Y product online to encourage 30% more in-store purchases over the next quarter.
- Add 1500 new subscribers to the newsletter over the next year.
- Connect with 10 people per week on Facebook.
- Increase brand loyalty on social media by encouraging fans to give at least 1 message of positive feedback per day.
Identifying what you want to accomplish, and creating a plan on how to achieve it in an accountable manner, is the difference between success and failure.
By stating exactly what the user needs to accomplish, these goals help you focus on content, design and functionality that is critical to your customer.
Progress must be tracked and assessed. For your website, we can measure clicks to determine how users are engaging with your content. We can measure the number of page views. We can measure the path through your website. We can measure the percentage of visitors who click “Add to Cart.” We can measure the number of extra likes or enews sign ups.
Actionable / attainable goals
Because the goals are specific, we can readily identify content and functionality that satisfy them. There’s no point in setting an unattainable goal. If your goal is HUGE, you may need to break your goal into smaller chunks to make it attainable.
Make sure the goals are appropriate for a the use. Ie the product page of your shop website will have different goals to say the home page.
For a goal to work, it should have time limits.
How to set SMART website goals.
Let’s use a product page of a new e-commerce website to illustrate.
A product page allows shoppers to learn more about a product for sale and add it to their shopping cart. It typically includes images of the product, the price, a description, and an “Add to Cart” button.
The online shop’s SMART goals are therefore:
- The main goal of the user is to – quickly learn more about this product’s design, features and specifications to determine whether it fits their budget, needs and preferences.
- The secondary goal of the user is to – buy this product.
- The main goal of the business is to – encourage the user to purchase the product thus increasing sales by 10% over the next month.
- The secondary goal of the business is to – encourage user to sign up to enewsletter / follow on social media thus increasing brand awareness by 30% over next month.
Items required to satisfy these goals for user:
- Strong professional design that allows user to feel instantly comfortable.
- Clear branding.
- Easy to find link to product.
- Relevant images that represent the product as a whole.
- Relevant images (such as enlarged views and alternate angles) that show the product in detail.
- General description that provides a brief overview of the product’s purpose.
- Specifications that are relevant to consumers of this product type.
- Bullet points that give the user a summary of key benefits.
- Text that shows how the product will solve a problem for the user.
- Product variations or options (such as color, size).
- Selling price (showing discount if applicable).
- Shipping costs.
- Customer service details and returns policy.
- Easy to find add to cart button.
- Social media links on buttons that give reasons to connect such as discounts.
- Simply enewsletter sign up form in sidebar with strong call to action telling user why to sign up.
Make sure your resolution is SMART
If you want to make sure you will succeed with your resolution, make sure it meets specific criteria. For more than 30 years the business and management communities have used the mnemonic SMART to describe the qualities a goal should have to position one for success. This same criteria can and should apply to our New Year’s resolution, or any other goal we set in our life.
S — Specific
Target a specific area for improvement. Losing weight is the No. 1 resolution Americans will set in 2017. But just saying, “I will lose weight” is not enough.
M — Measurable
It’s really important to make sure you can quantify what success is in relation to this goal. “I will lose 50 pounds” is a measurable goal.
A — Attainable or achievable
Ask yourself if the goal you have set is achievable. Your goal should cause you to stretch your limits but not be out of your reach. Do you really have the time and resources it takes to lose 50 pounds? Should your goal be to lose 20 pounds instead?
R — Relevant or realistic
The fourth criteria in a SMART goal is in place to make sure you choose a goal that deserves your immediate attention. Is losing weight an important, relevant goal? You may also want to ask yourself what resources are necessary to accomplish this goal.
T — Time-bound
Most important, set a deadline or target date for your goal. This is also a great opportunity to break a large goal (like lose 50 pounds) into several smaller, manageable goals.
How much weight can I lose in six months? Or six weeks?
Rather than setting a basic New Year’s resolution like “lose weight,” put it through the SMART goal process and create a resolution you can really stand behind: “Lose 10 pounds by April 1, 2017.”
It’s also important to understand your purpose for setting the goal or resolution in the first place. My friend and colleague Michelle McCullough has a brilliant spin on SMART goals.
Do you have things you want to accomplish but never quite do?
Do you have changes you would like to make to your life, but never quite make them?
Do you often say, “I am going to eat healthier this week” or “I am going to exercise more” but never quite get started?
This is such a common problem with most people. And, usually, the problem isn’t the idea or the goal itself. Rather, it is the lack of planning for reaching such goal or making such change.
You need to learn how to set goals and make them SMART!
I work with people on setting goals all the time. Yet, I struggle myself with goal setting. That is one of the reasons I started announcing my monthly goals !
So far, I have had 2 goals…to prepare to run a marathon and to drink a light drink every day. Now these goals have become habits. I don’t even need to think about them too much anymore.
Often, I make the same mistake as everyone else when it comes to goals. I make vague statements like “I need to exercise more” or “I should try oil pulling or eating more veggies.” You can learn how to set goals that will really stick if you are SMART!
What are SMART goals?
Let’s use my goal as an example:
I will drink a light drink every day, in the morning, for one month. The purpose of the goal is to add less calories to my diet and be healthier.
Is your goal vague or specific? Who is involved? What do you want to accomplish? When will you accomplish the goal? Where? Why? Are there any constraints or restrictions involved?
For this example: I am going to drink a drink/smoothie, every day for one month, in the morning for the purpose of getting more healthy in my diet. I will have my juicer and Vitamix on my counter, I will load up on veggies from the store, I will also buy some pressed juices to have on hand.
How are you going to know the goal has been achieved? Is there a checklist you need? A certain amount to accomplish each day?
For this example: I will drink a light drink every day in the morning. I will know it has been achieved because I will have had a less calaories drink.
Is the goal really doable? Of course, you want to reach for the stars, but make sure it is something you can really accomplish.
Yes, my goal is doable. I have access to fresh juices. I have the resources at home to make the smoothies/juices. I have stocked up on veggies to have on hand.
How committed are you? When you set a goal, you must be willing to work toward the goal. Goal setting (and succeeding) is not easy. Can you realistically put in the time and energy to meet this goal.
Yes, my goal is realistic. I am committed and can put the time in to meet this goal. I am not suggesting I only drink green drinks for a month (although that could be possible too) but rather add one drink to my daily routine. A very realistic goal.
Is there a time frame or a sense of urgency? Anchor your goal with a deadline to help keep you on track.
Yes, my goal has a time frame, every morning for one month.
I think I set a pretty SMART goal!!
I hope this helps you set (and meet!) your own goals!