3 Sure-Fire Ways to Make Your Website Fail

I have been part of some spectacular failures in my career (if you've ever done anything on the web and you're honest, you probably have too). I'm not talking about the stuff that is late or a little over budget or whatever -- these are the projects that never produced a return anywhere near the amount invested. I believe most of them were avoidable, and many with not much more than a little forethought to realize that the optimal solution was -- as is sometimes the case -- simply not to play the game.

No goals? Fix that. Fast.

I'll start by taking it for granted that you already believe that a project needs goals to be successful. At the very least, even if you don't, someone managed to get some money to pay for the project and they probably (hopefully) had a reason, even if its not immediately obvious (if you're a vendor, sometimes your client wont tell you right away which is a big mistake on their part). If you work for a company that routinely gives large sums money to projects for no reason, you should leave that company because they are going to go out of business.

That said, lets assume that it is your job to come up with, review, or approve the key performance indicators (KPIs) that are used to set and monitor your project success. Here are 3 quick and easy ways to make sure the project is a complete disaster.

Tip 1: Use only industry specific goals

Do the same thing as everyone in your industry and you have to compete with all of them. Not fun. This might work for a time, but eventually a more efficient competitor will enter your industry and shut you down. Just ask any airline that was around before about 1990.

If you actually want to be successful, figure out what about your project supports your unique position in the market and as a company. Hint: page views isnt it. Visitors? Better, but no. Carve out what is unique about your strategy and make sure your KPIs reflect what you're trying to do. More on this in a later post.

Tip 2: Set it and forget it

Let's say that someone else accidentally found the perfect mix of goals and metrics, fully optimized your site and marketing programs to maximize the key outcomes of units sold per marketing spent. No more chance to really hurt the company right? Nope! You can do still do some real damage. How? Its as easy as can be -- just keep doing what you're doing.

Most sites do a full redesign every 2-3 years. Some adjust incrementally a lot more often than that. Why do they bother? Because tastes change. So do entire industries, the economy, target consumers and their behavior and pretty much everything else. If a site does any A/B testing at all, they've learned something and likely adjusted their site accordingly. Your KPIs need to evolve with the business, its target audience and your overall strategy and tactics.

Validate your tactics and metrics on a regular basis to make sure you're still measuring the right things. Even if you dont update the site often (which alone is a pretty good way to lose relevancy), it is the rare tactic or metric that holds optimal for half a year, so make plans to re-validate at least once a quarter and adjust as necessary to keep things optimal and on the good path. Your site is changing, make sure your dashboard is too.

Tip 3: Make the goals incredibly complicated

This is easy as can be -- the detailed reports and raw data you're looking at are almost certainly too complicated for your peers. Your detailed and incredibly complicated charts might look great, but they're not going to convince your boss, peers, and the folks with the money to spend correctly. As I posted before, figuring out how simple to make things isn't as easy at it seems.

A recent example of mostly pointless complexity can be found in the twitter blog posting on the superbowl. It's really pretty (its the image at the top of this posting), but its hard to imagine how anyone could use that to improve anything. Even a little. If you want to have busy executives understand the insights you're trying to convey, you need to make it dead simple. Focus. Simple. Good.

Of course you'll need to do a lot of analysis to be successful -- good metrics dont come cheap. If you want the people making the decisions to listen, find a way to simplify and focus on the items that are the most important. Process the data down using terms the business can understand and believe in.

These simplified goals need to be:

• Easy to understand
• Expressed using terms familiar to your audience
• Involve very simple math or transformations (ideally none)

The last point is a tough one. Throw up a sigma on the projector (that E-looking thing that means summation) and I'll love it, but most people fear greek symbols and they wont trust what you're saying. Explain in very basic terms your audience can understand. You can gradually increase the complexity over time assuming the audience grows with you, but if a 5th grader doesnt understand the basics of how you got to your numbers, neither will a busy executive.