The average web site conversion rate hovers at only 1–2%, whereas a few sites (notably Sephora.com, Lands End.com, and Drugstore.com) can have conversion rates in the 10–20% range. Of course, purpose and target audience drive content; every bit of content on a site should support its purposes and be geared toward its audience.
We need to slant our content toward what the visitor values. For instance, a potential customer for a site selling organic products is of course concerned with fi nding the product she is looking for, and whether it’s a good value, and whether or not she’ll purchase it, but perhaps also with determining if the company follows her guidelines for organic products. In such a case, a mission statement about the company’s policy for organic products would probably be very useful, while a win-loss report on the company’s (organic, of course) softball team would not.
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First, we need to form a clear picture of the organization goals for the site. What is its mission, its purpose, its objectives? For example, is the site intended to generate sales leads? To sell directly to customers? To build product awareness but not actually sell anything? To inform visitors about a political issue? To provide information?
Once our goals are defi ned, we must identify which of these goals are mandatory and which are optional. For instance, Amazon would consider closing as many sales as possible to be a mandatory goal. Encouraging visitors to sign up for notifi cation of forthcoming DVD releases might be a desirable yet optional goal that could be abandoned if necessary. We must also determine the scope of the project. That is, how extensive will it be? For example, Target would probably choose to offer only a small selection of its typically vast store inventory on its web site, thereby limiting the scope of the project.
A retailer of large appliances might choose not to sell online at all, but instead only offer product specifi cations and service information. In all cases, the scope needs to be explicitly defi ned. Otherwise, we run the risk of scope creep: the process of adding more and more unplanned features on the fl y. The most insidious words in web design (not to mention new home construction) are, “Well, while we’re at it…”
A mission statement that prioritizes goals will aid in maintaining focus in this cacophony of competing demands. Keep in mind that different business units marketing, customer service, techies, and management will all be clamoring for space on the site. A mission statement will help the organization to be able to say “no” when some stakeholders must be told that not everything they want can be included on the site. Let’s look at the three basic categories of organizational goals for commercial web sites:
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