Outcome
A measurable change, action, or behavior that either:
- You want a visitor to experience, or
- A visitor wants to experience.
An outcome is the difference between "we put up a page about our services" and "more visitors requested a quote." Outputs are things you make, while outcomes are things that happen because of them. Tying each audience to specific, observable outcomes is what lets you determine, through review of web analytics, whether the site is working as expected. If you can't measure it, it's a hope rather than an outcome.
