Setting Business Website Smart Goals: Are You Ignoring Micro Conversions?

By now, most people have come across “Smart Goals,” which is a mnemonic acronym (say that three times fast!) for objectives that are:

Specific
Measurable
Achievable
Relevant
Time-bound

And it’s not just that the building blocks of smart goals are easy to remember (or that it’s likely to come up at least once if you’re playing corporate buzzword bingo). Smart goals make sense and actually work.

The simplest way to confirm this is to think of the last New Year’s Resolution you made that quickly turned into a suggestion, and then into a memory. There’s a very good chance — we’re talking 99% here — that your aim lacked one, some or possibly all five ingredients of a delicious smart goal sandwich. See? It wasn’t your fault — and now you don’t have to wait until January 1 to forge your new, smarter destiny.

Let’s leave the world of personal development and broken promises, and focus on business websites — and specifically, on the fact that most such websites aren’t firing on all cylinders. This doesn’t mean that they’re all dysfunctional or virtual tire fires. But they aren’t achieving their full potential to attract, engage and nurture leads into prospects, and ultimately into profitable and loyal customers. And that brings us back to (let’s say it together) SMART GOALS.

Smart Goals and Micro Conversions

The root problem is that most businesses aren’t using smart goals to identify the right set of micro conversions. These are non-purchase related actions, which leads take that can reveal what they’re thinking, feeling and open to do (or about to do). These actions can include:

Downloading an eBook
Watching a video
Accessing the company blog
Subscribing to the blog and/or newsletter
Click a link in an email newsletter

…and so on. The idea here is that there is a world of lead activity that takes place on a business website that isn’t directly linked to buying a product, or any other action that is part of the macro conversion framework (e.g. scheduling a call or demo with a sales rep, asking for a quotation, etc.).

Again, the key thing to remember is that micro conversion objectives must also be smart goals — with an emphasis on “achievable” — in order for businesses to leverage and benefit from this intelligence. Otherwise, the data will be unreliable and therefore contribute to poor decision-making.

Learn More

At Leap Clixx, we identify and implement the right micro and macro conversions for our customers — and of course, we make sure that all objectives are smart goals. After all, it takes brains to leap our customers ahead of their competition, not guesswork! To learn more, contact us today and schedule your free consultation.

For more information on how to turn your website into a lead generation machine, download our FREE eBook: