What metrics show it’s time for a website overhaul?

Several key metrics signal it’s time for a website overhaul, and tracking them can help you make a data-driven decision about when to invest in a redesign. At Clear Digital, we recommend monitoring performance across three critical categories: behavior, user engagement, and conversions.

Behavior Metrics That Signal Problems

• Bounce rate is one of the most telling indicators. If you’re seeing bounce rates consistently above 60%, that suggests a disconnect between visitor expectations and what your site delivers. Among top B2B performers, bounce rates typically fall between 30% and 55%.
• Average session duration reveals how well your content engages visitors. If users spend less than two minutes on your site, they’re likely not finding what they need or your content isn’t compelling enough to hold their attention. Strong performers see session durations of two minutes or higher.
• Pages per session indicates whether users are exploring your site or leaving quickly. If visitors view fewer than 2 pages per session, your navigation may be unclear or your content isn’t encouraging deeper engagement. Top-performing B2B sites see 2.5 to 4.7 pages per session.

User Engagement Signals

• Sessions per user shows whether visitors return to your site. In B2B, where buying cycles are longer, you want to see at least 1.5 sessions per user. Lower numbers may indicate poor user experience or content that doesn’t support the buyer journey.
• Page load speed directly impacts both user experience and search rankings. If your site takes more than three seconds to load, you’re likely losing visitors before they even see your content. Run your site through Google PageSpeed Insights and compare your performance to competitors.

Conversion Metrics That Matter

• Conversion rates ultimately determine whether your site generates business value. Track demo requests, contact form submissions, and gated content downloads. If these numbers are declining or stagnant, your site may not be effectively moving visitors through the buyer journey.
• Form abandonment rates reveal friction in your conversion process. If users start but don’t complete forms, your site may have usability issues or be asking for too much information too soon.

The Timeline Factor

Beyond specific metrics, consider that websites typically lose effectiveness over time. At Clear Digital, we’ve found that after just two years, your website is already half as effective as it was at launch. Technology evolves, SEO requirements change, and design standards shift, all factors that diminish your site’s performance.

If you’re tracking these metrics over at least three months and consistently seeing poor performance, it’s likely time for a redesign. The key is benchmarking your current performance so you can measure improvements after launch and demonstrate real ROI from your investment.