For goal discovery, conducting of research and analysing of relevant data is essential. You must know your market and your competitors to determine both the unique and the tested ways through which you can attract more users to your website. For improving your conversion rate, you need to create the right goals and then work towards meeting them.

Creating Goals

Adopting various strategies can help set goals. Meeting expectations of targeted audience, the particular goal of a web page and considering the overall goal of the business can help set them easily. The resources that the web owners have at hand and how they plan to use them also impact goals. Moreover, planning goals involve the expected ROI. All these factors are assimilated and aligned with the business goal to develop online goals.

Many businesses that have multiple websites might have the same or different goals from each of their website. For example, a sister website may not have the same goals as the main company website. There may also be other smaller websites that link to the main one, which has the same target audience, but uses a different medium or style of communication. To align these goals with the larger goal, careful planning and strategy is implemented. 

How goals can be discovered

Goals must be created according to user needs, customer behavior & expectations, website optimisation & the changing rules of search engines and the Internet. This is a dynamic world where some goals could be changed due to external influences. To stay competitive in such an environment requires constant monitoring of results, information about marketing forces and timely adaptation. To keep goals relevant, quick tweaks need to be made according to the changes that impact results.

For example, shorter goals could be a marketing campaign that runs for a week and a longer goal can be to keep every page of the website optimised.

Cross Applying Goals

Goals, whether long term or short team need to be aligned with each other. For a website that encourages user interaction and participation, mediums such as forums, comments sections, discussion boards, etc. are formed. To increase the number of returning visitors, other methods such as newsletters and email promotion are used. To improve conversion rate, relevant content is included on the landing page. For marketing purposes, advertisements, links to products/services, and other promotional techniques are used. All these goals are cross applied and aligned with the larger goals of user satisfaction, selling, and website optimisation. Success or failure of some goals often impacts other goals.

Goal discovery and its implementation is the core of an online business, as it determines in which direction efforts and resources of the business go. To avoid mistakes and failures, companies depend on collection of relevant data and its analysis to create the right goals in the first place so that they can further create smaller goals and tasks to achieve the larger goals.