Website Redesign Kpis What To Track

Don't have time to read this? Schedule a 30-minute call and we will walk you through exactly how this applies to your business. Book a call

Key Takeaways

• Most post-redesign reporting focuses on vanity metrics: pageviews, sessions, time on page. These do not tell you whether the redesign worked.
• The KPIs that matter are the ones tied directly to the goals defined before the redesign began: conversion rate, lead volume, organic rankings, and Core Web Vitals.
• Mobile and desktop should be tracked separately. A redesign that improves desktop conversion while mobile stays flat has not solved its most important conversion problem.
• Post-redesign measurement requires a documented baseline. Without pre-launch numbers to compare against, post-launch data is just data, not evidence of improvement.

Why Most Redesigns Are Not Measured Correctly

There are two common measurement failures after a website redesign.

The first is tracking the wrong metrics. A team that celebrates a 20% increase in average session duration after a redesign may be looking at a sign that visitors are confused and spending more time trying to find what they need, not a sign that engagement improved.

The second is missing the pre-launch baseline. Without documented pre-redesign numbers for each KPI, there is no way to know whether a post-launch number represents improvement, decline, or no change. The comparison is the measurement.

Good KPI tracking starts before the redesign launches, not after.

Tier 1: Conversion KPIs

These are the metrics most directly tied to business outcomes. Track these first.

Website Conversion Rate

The percentage of sessions that result in the primary conversion action (form submission, booking, purchase, or sign-up).

How to track: Set up goal completions in Google Analytics 4. Segment by device (mobile vs. desktop) and by traffic source (organic, paid, direct, referral).

What good looks like: A measurable increase vs. the documented pre-redesign baseline, sustained past the 90-day mark.

What to watch out for: Conversion rate often spikes briefly after a redesign launch due to novelty. Measure the 90-day number, not the 30-day number, for a reliable signal.

Lead Volume From the Site

The absolute number of leads generated through the website each month. This is conversion rate × traffic volume, and it is the number that maps most directly to revenue impact.

How to track: Count form submissions in your CRM or intake system, segmented by source = website. Compare monthly, not weekly (too noisy).

Lead Quality Indicators

Conversion rate improvement means nothing if the redesign attracted lower-quality leads. Track lead quality through:

• Lead-to-opportunity rate: What percentage of site-generated leads become qualified opportunities?
• Average deal size from site leads: Is the site attracting the right size of customer?
• Sales cycle length: Are site-generated leads converting to customers faster or slower post-redesign?

Quality decline alongside volume increase is a signal that something in the messaging or targeting changed in a way that brought in less relevant visitors.

Tier 2: SEO and Traffic KPIs

Organic Sessions

Total monthly sessions from organic search. This is the volume metric that feeds conversion rate into lead volume.

Important nuance: Organic session volume takes 3 to 6 months to reflect redesign-related changes. Do not interpret a flat organic traffic line in the first 60 days as a signal that SEO is unchanged; it is likely still in flux.

Benchmark: Return to pre-redesign organic session volume within 60 days, then growth over 6 to 12 months.

Keyword Rankings

Track position for the specific keywords targeted in the redesign. Use a rank tracking tool (Ahrefs, Semrush) to document pre-redesign positions for each target keyword and monitor weekly post-launch.

Rankings typically improve gradually over 3 to 9 months as Google recrawls and re-evaluates the redesigned site.

Index Coverage

The number of site pages included in Google's search index. Track via Google Search Console's Coverage report.

Monitor for:

• Pages accidentally excluded from indexing (noindex errors from staging config)
• Pages dropping out of the index after launch
• New pages not being indexed within 4 to 6 weeks of launch

Tier 3: Technical Performance KPIs

Core Web Vitals

The three primary Core Web Vitals scores as measured by Google PageSpeed Insights and the Chrome User Experience Report.

Track field data, not just lab data. Lighthouse scores in Chrome DevTools are lab simulations. The Chrome User Experience Report reflects actual user experiences and is what Google uses for ranking signals.

Mobile vs. Desktop Performance Separately

Core Web Vitals for mobile and desktop are different scores. A site that passes on desktop and fails on mobile is failing where an increasing majority of traffic arrives.

Track and report both separately. Target passing scores on both, with mobile treated as the primary constraint.

Tier 4: User Experience KPIs

Bounce Rate on Key Pages

The percentage of sessions that land on a page and leave without any further interaction.

Context matters: A high bounce rate on a blog post where visitors read and leave is normal. A high bounce rate on a service page or homepage is a problem.

Measure bounce rate on:

• Homepage
• Primary service pages
• Pricing page (if applicable)
• Contact or booking page

Scroll Depth on Key Pages

How far visitors scroll on key pages, measured in percentage of page height. Scroll depth tells you whether visitors are reaching the content that is supposed to move them toward conversion.

If 70% of visitors leave a service page before reaching the social proof section, the social proof section is not doing its job, regardless of how well it is designed.

Form Completion Rate

The percentage of visitors who start the primary contact form and complete it. Track separately from conversion rate, which counts the full funnel from session to submission.

High form start rate with low completion rate indicates form friction: too many fields, confusing labels, or mobile keyboard issues.

What to Ignore (and Why)

Not every metric in Google Analytics deserves attention in a post-redesign review.

These metrics are not useless in all contexts. They are useless as primary indicators of whether a redesign succeeded.

Building the Post-Launch Measurement Dashboard

A post-redesign measurement dashboard should show, at a glance, whether the redesigned site is performing better than its predecessor.

The dashboard should include:

1. Conversion rate: Current month vs. same month pre-redesign, and month-over-month trend
2. Monthly lead volume: CRM data, current vs. pre-redesign
3. Organic sessions: 90-day trend with pre-redesign baseline marked
4. Core Web Vitals: Current field data scores, all three metrics
5. Mobile conversion rate: Separate from desktop, current vs. pre-redesign
6. Top keyword rankings: Current position for 10 to 20 target terms

Review this dashboard at 30, 60, and 90 days post-launch, then monthly through the first year.

The website redesign ROI calculation uses these KPI numbers to translate site performance improvements into business value. Tracking KPIs without connecting them to revenue impact answers "what happened" without answering "was it worth it."

LOW/CODE Agency is a leading AI product team for SMBs and startups. We have shipped 450+ products for companies including Medtronic, American Express, and Zapier.

KPI baselines are documented in our discovery phase. Every project launches with a measurement framework already in place, and we provide a 30-day and 90-day post-launch review as part of the engagement.

Webflow Development Services

Webflow Experts On-Demand

Whether you're starting fresh or need a full revamp—we create fast, modern Webflow sites built for growth.

Let's talk

Are You Measuring the Right Things?

The metrics that prove a redesign worked are not the ones that look impressive in a screenshot. They are the ones tied to leads, rankings, and revenue.

LOW/CODE Agency is a leading AI product team for SMBs and startups. We have shipped 450+ products for companies including Medtronic, American Express, and Coca-Cola.

We document your baseline before we begin and build your KPI measurement framework into the project scope. After launch, the numbers either show improvement or they tell us what to fix next.

We build in Webflow, which integrates cleanly with Google Analytics 4, Google Search Console, and the CRM and marketing tools where your conversion data lives, so the measurement infrastructure works from day one.

Website projects start at $10,000+. If you want a redesign you can actually measure, let's talk.