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Determine how well the site needs to work for users. Consider how often they’re likely to come to your site and how much time they can spend there.

Based on that, how much time can they afford to spend learning how to use your system? How many times can they afford to make mistakes?

If they get confused, will they simply leave your site and never return? How impressed do the users need to be? What activities do they need to perform? How often do they need to come back? These questions will be elaborated as you learn more about your users. Below are some common types of usability objectives that may apply to your site:

Category   
Learning time/task time  

Examples of Specific Objectives
Users will be able to use this site the first time without any training. First-time users will be able to find their topic of interest within two minutes of visiting the site; expert users (5 or more visits) will be able to find a topic within 30 seconds.

Category
Number of errors 

Examples of Specific Objectives
Users will not visit more than three incorrect pages (on average) in completing a task.
Users will make no fatal errors at least 99 percent of the time (such as entering an incorrect credit card or shipping address).

Category
Subjective impressions 

Examples of Specific Objectives
On a scale of 1 (really appealing) to 7 (really unappealing), users will rate the site at least a 2.5.

Category
Accomplished tasks 

Examples of Specific Objectives
At least 75 percent of users who add an item to a shopping cart will complete a purchase.
At least 95 percent of users who complete their credit card information will complete a purchase.

Category
Revisits 

Examples of Specific Objectives
At least 50 percent of registered users will return to the site at least once per month.

Don’t be overly simplistic or unrealistic in setting these objectives. A three-click rule is a popular target (the user should be able to get to any page within three clicks), but it’s not a realistic objective for large sites.

It’s good to minimize the number of clicks users have to make to get something done, but it’s more important to consider how long it takes them and how many mistakes they may make than to worry about the specific number of clicks. Similarly, it’s good at aim for fast downloading of pages, but you should be realistic about how fast they can possibly be.

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