How do I estimate ROI from a website redesign?

Estimating ROI from a website redesign involves establishing clear performance benchmarks before the redesign, then measuring improvements after launch and attaching dollar values to those changes. The key is comparing your current site’s performance against post-redesign metrics across multiple business functions—not just marketing.

Establish Pre-Redesign Benchmarks

Before making any changes to your site, you need to measure how your current website performs by tracking key performance indicators (KPIs) over at least three months. The most common benchmarking metrics fall into three categories:

Behavior metrics track how users respond to your site, including bounce rates, pageviews per session, and average session duration.

User metrics monitor site visitor numbers, audience growth, and visit frequency—including total users, new users, and number of sessions.

Conversion metrics track your site’s ability to generate leads through demo signups, free trial subscriptions, contact form submissions, and form completion rates.

Measure Post-Launch Performance

Three months after your redesigned site launches, measure the same KPIs you tracked before the redesign. This allows you to see exactly what improved and by how much.

Attach Dollar Values to Improvements

To calculate actual ROI, attach real dollar amounts to your conversion benchmarks. For example, if your original site generated 10 leads worth $10,000 each, but your redesigned site generates 10 leads worth $20,000 each, that’s a measurable win—you’re generating higher-quality leads.

But revenue generation is only one aspect. Consider cost savings across your entire business. Your website supports multiple corporate functions—customer service, recruitment, investor relations—and each comes with associated costs. Improved digital support tools could reduce call center hold times. Better recruitment content could lower hiring costs. These savings contribute directly to your overall ROI.

Take a Holistic View

Don’t limit your ROI calculation to marketing metrics alone. Track performance across your help section, knowledge base, job listings, and other business-critical pages. An effective redesign impacts far more than marketing performance—it can improve efficiency and reduce costs across nearly every corporate function represented on your website.

At Clear Digital, we take a comprehensive approach to benchmarking site performance to ensure your redesign delivers measurable returns across your entire business. If you’d like help calculating the potential ROI for your website project, let’s talk.