“What’s the goal of your website?”

Most of my client will say “The goal is to create more traffic and generate awareness.”

Traffic is not a goal. Traffic refers to visitors. Visitors are not customer. Visitor must do something to become your customer, including making an order (yes!), submitting an enquiry form (near), or download a demo (closer)… This something is goal, not the traffic.

I used to ask customers the question above when they have approached us for website revamp. Many of them do not have an answer. If you are running an e-commerce site, a goal can be quite easily identified as when someone made an order. But how about corporate website that does not have an order form online?

For a lot of corporate website, visitors are not converted into customers directly through the website. Instead, we use the Contact us form to measure how effective is the website.

But, we have some problems especially when not all visitors will fill up a form. Some might call or write in through email. Streamline all channel of contact into one seems to be another good alternative but it is not easy too.

Check out the Contact us form in 1.com.my, you might get some ideas out of it.

You may want to take a look at our related posts

• Upload your picture to complete order?
• How Not to Receive Feedback from Your Customer
• What is good website?
• Conversion you don’t want
• Measuring the effectiveness of email campaign