Before you start designing any page on your website, it is crucial to agree the goal of the page. This will enable you to make strategic design decisions from the start.
It is also a key requirement so you can know whether your website page is successful.
For some website pages, the goal will be extremely clear. For example, the goal of a checkout page is to encourage your users to complete a purchase. Typically, the closer you are to the end of the funnel, the clearer the goal.
The goal can be less obvious for pages that are earlier up the purchase funnel. For example, the goal of you “What we do” page might be to click through to the “Contact” page, or it could be to click through to a “Case Study”.
How to define the goal of your page?
The easiest way is to identify the one most important action that you want the user to take when on the page. We call this the macro page conversion. Here are some examples:
- Add to basket
- Completing purchase
You can also define micro page conversions. These could be key steps in the customer purchase journey. Here are some common examples:
- Watching a view
- Clicking “Read more”
Tracking and reporting
It is essential that you have tracking in place to monitor performance of this goal. Google Tag Manager and Google Analytics are great ways to set this up. You can then use this reporting to understand how well your page is performing against your goal. Without it, you don’t know which direction you’re heading in.