Website Redesign KPI Analysis
Analyzing Key Performance Indicators Following a Website Redesign Launch
Introduction
Opportunities
After a client identified the need for a website redesign, I worked as part of the organization's website team to identify opportunities for improvement, envisioning a better user experience. My role was to lead strategy and execution of the project. I identified the following main opportunities for improvement:
Page clarity, structure, and user experience through developing a new menu structure, identifying clear page objectives, and adding new pages aligned with organizational objectives
Brand messaging, image, and cohesiveness across the site
Recommendations
After analyzing opportunities for optimization, I recommended the following to the team:
Choose a new website theme with the most updated features and functionality
Adopt a clean, friendly style for voice and appearance, mirroring the branding of the organization and creating consistency
Increase organization on pages through submenus, allowing visitors to quickly scan across complex pages
Use action-oriented page titles and calls-to-action to encourage engagement
Omit unnecessary pages and consolidate to decrease the number of pages, saving money by decreasing to a lower service tier
Execution
After the team agreed upon a plan, I built the optimized site to include the new menu structure and optimized content for the site. It was launched 6 months later in December 2022 and has been producing improved performance metrics since then.
Metrics: Key Performance Indicators
In the following analysis I used data from two distinct periods: February to April 2022, when users accessed the original site, and the same three-month period in 2023, when users accessed the new, optimized site. With the primary goal of this site being lead generation, the data I chose compares the key performance indicators of distinct daily users, pageviews, and bounce rate.
Data Analysis
23% Increase in Distinct Daily Users: Positive Result in User Engagement and Overall Performance
Between the same 3-month period during adjacent years, the new optimized site attracted 605 additional distinct daily users compared to the original site. This constitutes an increase of 23%.
There could be several reasons for this increase, such as improved ease of use, which may have encouraged users to seek information more readily from the website. Additionally, the publicity generated by the new site's launch in December 2022 may have played a significant role in attracting users to the site.
Overall, these findings suggest that the changes made to the site have had a positive impact on user engagement and site performance.
Distinct Daily Users
Daily Pageviews
26% Increase in Daily Pageviews: More User Interaction Across Multiple Pages
We saw an increase in 2,164 additional pageviews during this 3-month period for the optimized site, or an average of 24.3 additional pages per day above our baseline pageview metric for the original site in 2022.
In total, the new optimized site saw an average of 92.9 pageviews per day during the measured period. For the size of this organization and the lead generation goal of the site, this metric is positive.
17.9% Decrease in Bounce Rate; User Engagement Up
People determine whether a site will meet their needs within the first 5 seconds of viewing it, and bounce or immediately leave the site if the site is unfavorable. A high bounce rate indicates that the website content or user experience needs improvement, while a low bounce rate indicates that users are engaging with the site and finding value.
During this period, the new optimized site achieved an excellent average bounce rate of 33.73%, compared to the previous site's bounce rate of 51.66%. This 17.9% decrease indicates that users are finding value at a much higher rate than they did in the original site.
Bounce Rate
Conclusion
The findings of this analysis provide valuable insights proved that the optimization efforts were successful. This organization continues to receive positive feedback from website users about the new site and that is backed up by the positive increase in the performance metrics.