Definition of objectives: the first step of a successful digital project

Do you want to bring your digital project to life but don’t know where to start? It’s completely normal to feel overwhelmed at this stage and face the typical initial block. That’s exactly why we’ve created this article. As with any idea, the best way to make it real is to break down everything that needs to be done into clear steps.

Based on our experience, at Pukkas we believe there are 25 essential pillars or steps you need to follow to successfully develop a digital project. Among them, the very first pillar is the definition of objectives—because you shouldn’t start building a house from the roof down.

In this article, we’ll guide you step by step through this crucial first phase so you can set a solid foundation for your project. But here’s the thing! This article can also be useful if you want to improve an existing project and achieve better results.

Why is defining objectives the foundation of any digital project?

When we talk about defining the objectives of a digital project, we mean clearly, precisely, and objectively establishing what you want to achieve with it. These objectives will be the guiding thread behind every decision you make and will help you stay on track.

Of course, your project can have different objectives. In fact, it can (and should) have general objectives that break down into smaller, specific objectives to help you achieve them. And keep in mind: objectives are not static. They should evolve over time depending on the stage of your project.

Step by step: how to define the objectives of a digital project

1. Define the general objectives of your digital project using the SMART methodology

SMART objectives are a method that ensures your goals are truly effective. The SMART methodology is based on the idea that objectives should have specific characteristics to serve their purpose properly:

• Specific. The objective must be clearly defined, leaving no room for ambiguity or confusion. Include all the necessary details.
  • Asking yourself “What exactly do I want to achieve?” will help you create a strong objective.
    
• Measurable. The objective should be quantifiable so you can track progress and confirm whether you’ve achieved it.
  • Asking “How will I know if I’ve achieved this objective?” will guide you here.
    
• Achievable. Be realistic when setting goals—choose ones that can actually be accomplished with your current resources and capabilities.
  
• Relevant. Don’t set objectives lightly. Think carefully about what you want to achieve at this point in your project.
  • Ask yourself why this objective matters and why it matters now.
    
• Time-bound. Objectives should include a time frame for achievement. This will help you plan more effectively and give you clarity. Once achieved, you can set new, more ambitious goals.

2. Define smaller objectives for each general objective

Breaking down each general objective into smaller objectives will help you achieve them. When a big goal is divided into manageable challenges, reaching it becomes easier and less overwhelming.

As with the previous step, it’s useful for these smaller objectives to also follow the SMART method. Here’s an example to illustrate the difference:

• General objective: “Increase online sales of the sportswear store by 20% within 12 months through digital marketing strategies focused on social media and paid advertising.”
  
• Specific objectives:
  • Increase website traffic from social media by 40% within 6 months by publishing 4 optimized posts per week on Instagram and TikTok.
  • Achieve a 5% conversion rate from Google Ads visitors within 9 months.
  • Boost email marketing open rates by 25% in 6 months through audience segmentation and A/B testing on subject lines.
  • Gain 10,000 new Instagram followers within 12 months via sponsored content campaigns and collaborations with fitness influencers.

3. Define your project’s KPIs

Remember how your objectives need to be measurable? The best way to ensure this is by including KPIs (Key Performance Indicators) in your objectives. KPIs are metrics used to monitor and evaluate the progress of your project’s goals.

Depending on the type of project and the sector you’re in, you’ll need to choose different KPIs. Examples include click-through rate, conversion rate, return on investment, or customer acquisition cost.

To learn more about how to choose the right KPIs for your project, check out our article on the 4 key KPIs in digital marketing and the most important KPIs depending on the digital channel. After reading, you’ll know exactly which ones to monitor.

Things to keep in mind when defining your project objectives

Business objectives vs. user objectives

Throughout this article, we’ve focused on project objectives. But it’s important to highlight that these objectives include not only what your business wants, but also what your users need.

For example, if you only define business-centric objectives like “increase online sales by 30% next year” or “reduce customer acquisition cost by 10%”, you might fail to connect with your target audience.

On the other hand, some companies only consider user goals, such as “make it easy to find products on the website from a mobile device” or “offer fast customer service via WhatsApp”. While these are great, focusing solely on users may result in excellent experiences but insufficient revenue.

In short, your project objectives should be the meeting point between what your business seeks and what your users need. Here’s an example:

• Business objective: “Increase online sales by 20% in one year.”
  
• User objective: “Create a responsive website where it’s quick and easy to purchase clothing from a mobile device.”
  
• Digital project objectives: “Redesign the online store to optimize the mobile experience, reduce average purchase time by 30%, and increase mobile conversion rates by 20% in 12 months.”

Keep both the user persona and the buyer persona in mind

Finally, let’s talk about the importance of considering both user persona and buyer persona when defining project objectives.

The “user” is not only the one who will use your products or services, but also the one who will buy them—and sometimes these are two different people.

In the B2B environment, for instance, it’s common for one person to be responsible for researching and purchasing a product, while another person in the company actually uses it. Both must be considered when setting objectives.

To do this successfully, you should define each profile before setting objectives. You can download a template to make defining your user persona easier, and also try HubSpot’s free buyer persona generator.

Want to know the next step toward building a successful digital project? Check out our article on how to perform a competitor analysis to identify opportunities and stand out from the crowd.