Defining your goals
Defining the global aim of your website is your starting point. What is your target? Why does your website exist (to inform, sell, collect information, etc.)?
We then look into whether your site satisfies this goal by drawing up an inventory of all possible conversions. A conversion can be defined as any action taken by a consumer on your site. This action can come in many forms, such as downloading an informative PDF file, completing a form or making a purchase.
Your website must therefore be built in a way that facilitates these conversions for the consumer. We can distinguish two types of conversion: macro-conversions and micro-conversions.