Define Success
Even when the definition of success seems obvious, it may not be obvious to everyone. Each of us are unique and have different ideas about how a website should work. Therefore we all have different expectations of success. Success for a design agency may be a happy client or an award from a jury of design peers. Success for a member of the marketing team may be to spread awareness of a brand or product. Yet another marketing team member may define success as an increase in the bottom line. It is quickly becoming obvious that everyone may have a different definition of what success could be.
Even a simple definition of success, like increasing the bottom line can be different for everyone. For starters, increase the bottom line of what? The bottom line of a specific product or product category? The bottom line of the overall brand? The total amount of new visitors to your site? The conversion of overall visitors? The conversion of new visitors? The conversion of a new or featured product? Each scenario increases the bottom line in a different way. You can see how not only different members of an internal team may have different views of success but what about the views of the agency?
Without a clear definition of success that is measurable, how can any of us ever hope to achieve any goals? That is why the first step of our analysis phase is a 90 minute meeting with the agenda of agreeing on an unambiguously clear definition of what success will look like for you. Mandatory attendance for this meeting includes brand mangers, chief marketing officers, marketing vice presidents, designers and everyone with a stake in the project.
Take the next step and Define Your Key Performance Indicators.
