You think it’s time to get into a site redesign ? Why not. But beware, if you redo your website it is for Improve him ! For this, it is essential to set clear objectives and to monitor key performance indicators.
This is why you must analyze your current site by monitoring certain KPIs in order to correct its weak points and compare your two site versions. Use analytics tools to obtain precise data on the performance of your site and your content.
Watch these 8 kpi Before and after the overhaul to make sure you create an improved version of your site.
What are your main sources of web traffic ?
First element to monitor: your Sources of traffic.
What web channel come from your visitors? Social networks, direct traffic, other sites, pages of result of search engines (SERP)? You can estimate the strength of your web acquisition channels using a solution like Google Analytics or Matomo to analyze your performance.
By monitoring your traffic sources, you can determine whether or not it is useful to work on a specific acquisition strategy to optimize your results.
If your direct traffic is low, you will know that your brand notoriety is not very developed. In this case, you can redouble their efforts to orient your new site towards this goal!
Follow your positioning in serp
Speaking of a traffic source, did you follow Your positioning In serp?
This is a KPI to be monitored. This will allow you to determine the value of your referencing. If your site is among the first search results for a specific keyword, then you are well positioned and your pages are optimized for SEO!
In this case, pay attention to do not impact it negatively when you redesign the site. It is best not to touch your best referenced pages. Migrate them as such.
What devices are the most used to consult your site?
It is important to create a site Adapted to the devices used to consult it. Thus, it may be wise to give you an exact idea on the part of Internet users using each medium.
You can thus adapt your designs to the size of their screens.
Note thathave a responsive design is not negotiable.
Analyze the number of recurring users
We are talking about your most loyal Internet users here.
If this number is high, it is because your site pleases and you have been able to retain your audience. You will therefore not be necessary to modify the UX offered by your site, or to modify its content.
If on the contrary, this number is low, it is because there is a problem somewhere. Maybe you have not defined your target well, or the user experience offered does not mark your visitors. In this case, you will have to try to make your New more attractive site that the old one.
This can go through a different layout that limits friction points and promotes retention. Develop an attractive web design In partnership with a qualified web agency that will meet the needs of your customers is then non -negotiable.
Follow the number of views per pages
To get an exact idea of ​​the Content that pleases To your target, you must analyze this KPI. A page with a lot of views and a reasonable rebound rate is often a page that appeals and interests Internet users. Analyzing your data can give you indications on the pages to be kept during your redesign.
In this case, this will be a page not to be deleted during the redesign.
Even better; in comparing the pages the most seen between them you can find their common points and thus Optimize your new pages Depending on the model that works best for your site today. Use analytics tools to obtain insights on efficient content.
Your conversion rate, a major KPI
It is good to know if the content of your site pleases or not, but that is not enough. Your site has been created for convertyou must therefore monitor your conversion rate to see whether or not your site has fulfilled its function. Following this KPI optimizes your marketing actions and improving your conversion strategy.
The conversion rate designates the number of times (in %) where a user has done what you expected from him: download content, fill out a form, register for a newsletter, etc.
If your conversion rate is high, it is because your site generates leads. Your conversion tunnel is good, and your design highlights the CTAs appearing on your pages perfectly. It will not be necessary to fully rework these elements.
Conversely, a low conversion rate means that you must review your conversion tunnel, review thedesign of design elements On your pages and maybe even rework your target. Otherwise, your site will continue to generate too low -skilled traffic.
To analyze this KPI, you can also rely on your abandonment rate. A high abandonment rate can be explained by a poorly arranged conversion tunnel, or by a dissuasive element which repels Internet users. Evaluating these indicators will help you identify the weak points of your site.
In all cases, an in -depth analysis is necessary to determine the cause of a low conversion rate according to the conversion tunnel stage:
- Are your CTAs sufficiently highlighted?
- Is your offer relevant enough for your target?
- Is your internal network relevant?
- Does your conversion tunnel follow a relevant logic compared to the needs of the user?
Reseinder rate: another loyalty indicator
The reaner rate is a KPI to monitor for electronic commerce sites. It indicates the proportion of customers who return to make a new purchase. This KPI is essential to assess the loyalty of your customers and the efficiency of your marketing campaigns, including emailing campaigns intended to encourage repeated purchases.
If it is high, your loyalty strategy works well. If this is not the case, you will have to reconsider your offer and your purchase incentives. Use fine analyzes to adapt your campaigns to the needs of your customers.
Average time per page: Measure the commitment
Another crucial kpi is the average time spent by page. The more time visitors spend on a page, the more it indicates that the content is relevant and engaging. Compare this time between different pages to identify the sections of your site which hold the attention of visitors the most. This will allow you to adapt your content strategies to maximize user engagement. Analysis data will offer you a clear vision of your audience.
Consult the share of international visits
It may be useful to know the geographic origin of your visitors thanks to your analysis tools. This data will help you adjust your content and offers according to regional preferences. For example, if you notice an increase in visits from a specific country, it may be wise to translate your site into the language of this country or target your marketing campaigns in this region. Optimizing your international strategy could thus increase your acquisition of customers.
What about the rebound rate?
Another primordial kpi to monitor, the rebound rate! This is the percentage of a person who leaves your site
having consulted only one page.
A high rebound rate can be explained by:
- A poorly worked internal network.
- A bad ux.
- Information that lacks visibility.
- A title or a meta description little consistent with the content of the page.
Your redesign is an opportunity toImprove these four elements to reduce your rebound rate and encourage your visitors to stay longer on your site. Use analytics indicators to assess the impact of these improvements.
What about the loading speed of your pages?
Last KPI to check at all costs and other cause of a high rebound rate: the loading speed of your pages.
If your pages are too heavy, You will have to plan to optimize their weights when you redesign your site. Users do not have time to wait patiently for your pages to take care of. They want to be able to access your content in Less than three seconds.
To analyze the loading speed of your page, you can do a test via Google Pagespeed Insights and assess essential web signals such as LCP (Large Contentful Paint), FID (First Input Delay) and CLS (Cumulative Layout Shift). These tools are essential to optimize the performance of your pages.
These KPIs will give you the opportunity to know what aspects of the loading time of a page can be improved.
