Identifying goals

- Often when I begin working with a new client,…I quickly discover that they don't really know…their website goals,…at least not the type of goals…that will make an impact in their business.…For example, I've often been asked…to help a business reduce its website bounce rate.…But why would you wanna reduce your bounce rate?…Is it hurting your business?…Is that really the right metric to optimize for?…I can reduce your bounce rate immediately…by simply turning off…some of your lower quality traffic sources.…Your bounce rate will go down.…But why would you wanna do that?…If those traffic sources are profitable,…who cares if most of them bounce?…I'll show you another example…in a company that provides RVs for sale and rent.…

When they came looking for help,…they had just had their website redesigned…by a well-known digital agency.…Now here's the homepage for the freshly redesigned website.…You may have opinions about the look and feel…positive or otherwise,…but that's not what's important.…For our purposes,…what matters is the result for their business.…