A good plan sets specific website objectives. Although most people think first about sales, there is also reducing expenses, generating leads, improving branding, developing community, delivering service, and many other possible website objectives. Try to make your objectives specific, so they can reflect in your numerical forecasts. Remember to make all your objectives concrete and measurable. Develop your plan to be implemented, not just read. Objectives that can't be measured, can't be tracked and followed up, so they are less likely to lead to implementation. The capability of plan-vs.-actual analysis is essential.
Website objectives are likely to be sales and market share, but they may also include related objectives such as presentations, seminars, ad placements, review coverage, or proposals. They could be delivery of customer service or support, reduction of costs, general improvement of branding, or something else.
Sales are easy to track and measure. Market share is harder, because it depends on market research. There are other website goals that are less tangible, or harder to measure, such as positioning or image and awareness, cost reduction, or community development. Remember though, as you develop the objectives, that it is much better to include the measurement system within the objective itself. This is especially true when they aren't obvious. Keep in mind that your sales forecast should put these objectives into numbers.
