Posted to Ben Finklea's blog on July 16th, 2008

Know the objectives of your website

People are always confusing objectives with strategies, but there is a difference. Objectives are the goals you want your website to achieve. Strategy is the game plan for making the objective happen, the "how to". Objectives must be specific, asking a question like "by what percentage do I want to increase my conversion rate?" will be an easy way to measure whether that objective has been met.