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The SMART Goals Acronym Explained

Let’s go over each of these in more detail:


S – Specific

The goal should represent a defined end point or target of the web interaction. The following, “To provide an easy to use checkout experience” is not a specific goal. Apart from being vague and difficult to measure it is in fact a means to an end. You want to make the checkout process easy so shoppers won’t abandon their cart. The real goal is “To keep shopping cart abandonment rates below 65%”.


M – Measurable

Your goal must be measurable and that basically means attaching numbers and timelines to the goal. The great thing about the web is that you have all the tools necessary to measure goal attainment


A – Achievable

Can the goal be achieved? Is it realistic? Research will help you determine what is achievable. Exisiting websites will have data available to help set achievable targets. For new websites you can use research and advice from web professionals. If in doubt start with conservative targets.


R – Relevant

Is this web goal in line with the business’s broader goals? Refer back to your business plan, marketing plan and vision and values if in doubt.


T – Time limited

This is related to the measurable aspect of the goal. Usually the goal must be measurable over a given period of time. It can’t be open ended.

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