How to measure the success of a website by the right metrics
High traffic without any conversions means the website is not successful; it just has a lot of visitors.
Measure using metrics tied to what the website needs to achieve, not just raw traffic or compliments about aesthetics. For sales-oriented or lead generation pages, the central metric is the conversion rate and the number of actual orders or leads received. For brand introduction pages, measure how well customers understand and trust the brand, through the time spent on key content and the rate of viewing the trust page.
- a website that is a sales channel or leads customers, measuring conversion rates
- want to set a before-and-after benchmark to demonstrate improvement
- needs metrics linked to specific business goals
- use traffic as a measure when the goal is to close sales
- Expectations promise specific ranking numbers.
The question about measurement metrics may seem technical, but it is actually a question about objectives. Before choosing which number to track, you need to answer a clear question: what should this website achieve? Once you know the mission, the metrics will naturally emerge.
Two groups of metrics not to confuse
There are two types of metrics that many business owners confuse, leading to incorrect conclusions about page effectiveness.
- Outcome metrics: Conversion rate (the percentage of visitors who take the target action), number of orders received, number of leads registered, number of contracts from the website channel. This is the final measure.
- Activity metrics: Page views, number of pages viewed, average time on page. These are leading indicators, showing whether people are visiting, but not whether they are doing anything useful.
Indicators are useful for diagnosing issues, for example, a sudden drop in traffic requires reviewing the source. However, if the goal is to close sales, then result indicators are the true measure of success.
When to use which index
Baseline indicators also need to be monitored
In addition to business metrics, there is a group of technical indicators that indirectly affect results that you should be aware of: Core Web Vitals (a set of speed and loading experience metrics provided by Google). Loading speed directly impacts the rate of visitors staying or leaving before reading anything. If the page loads slowly, all efforts in content and design are rendered ineffective from the start. This is not a metric to boast about, but a baseline that must be met for the above business metrics to have a chance to operate.
Each page should lead to a clear action. Success is measured by whether that action occurs.
Unbounce, Conversion-Centered Design
Common mistakes when setting metrics
- Using traffic as the final measure when the goal is to close sales. Increased traffic without sales is a signal that needs further diagnosis, not a sign of success.
- Do not set benchmarks before doing. If there are no baseline data before upgrading or launching a new site, there will be no basis to say whether the new website is better or worse. Comparison data needs to be recorded in advance.
- Believing in promises about ranking or going viral. Search rankings and traffic depend on many factors beyond the control of a design project. Anyone promising specific ranking numbers without a clear data foundation should raise your questions.
The viewpoint of Sinh Vũ
When Sinh Vũ describes the results of a website project, the language is always about transformation, such as enhancing the experience flow to improve conversion rates, rather than promises about traffic or rankings. This distinction is not due to Sinh Vũ's modesty, but because real business results depend on the product, pricing, market, and many variables beyond design.
What Sinh Vũ encourages you to do before building or upgrading a website: choose a performance metric linked to what the page needs to accomplish, record the current baseline data, and set a review milestone after three to six months of operation. You don't need many metrics, just the right ones.
Decision checklist
Topic: What metrics should you use to measure the success of your website. Sinh Vũ guide, sinhvu.com
Select each item you find appropriate, then print or save as PDF to take with you.
If you have marked most of the signs above, this is the time to discuss in more detail. Sinh Vũ can help you review and propose a direction.
References
Unbounce, conversion-centered design; practical experience from Sinh Vũ (p1-website.md).
Frequently asked questions
Does low traffic mean the website has failed?
Not necessarily. Traffic is a leading indicator that reflects the number of visitors, but it does not reflect results. A page with few visitors but a high conversion rate is still doing its job correctly. The problem arises when you set a goal to close sales but only measure traffic.
Does Sinh Vũ guarantee a specific conversion rate or search ranking?
No. Sinh Vũ designs the experience flow and content to improve conversion rates, but the final result depends on the product, price, market, and many factors beyond the control of design. Similarly, with search rankings: Sinh Vũ does not promise rankings or viral traffic. This boundary is clearly stated from the beginning of the project.
When should you start measuring?
Set benchmarks before starting, not after completion. Without baseline data before upgrading, you will have no basis to prove whether the new website is better or worse. Even if the website is starting from scratch, record initial expectations to use as a comparison after three to six months of operation.