3
min read
What story are your homepage metrics telling you?
5 metrics to diagnose if your homepage problem is positioning, messaging, or execution
Redesigning your homepage without knowing how it's performing is like prescribing surgery without a diagnosis.
It's tempting to focus solely on conversion rate. But conversion is a summary metric, not a standalone diagnostic. Poor performance isn't mysterious if you're attracting the wrong traffic, losing attention above the fold, or offering the wrong next step.
Most homepages fail because companies redesign reactively, not strategically. They optimize for aesthetics because it's easier than interrogating their positioning. They treat the homepage as a design problem when it's actually a positioning problem wearing a design mask.
Before you jump into layouts, messaging, or creative briefs, step back and assess your homepage through the lens of the visitor journey: arrival → interest → engagement → action → outcome.
By reading your metrics as a narrative—not just a dashboard—you can spot where the story breaks down. That clarity helps you troubleshoot logically, prioritize effectively, and lead your redesign with confidence.
These are the exact checkpoints we walk through at the start of every website project.
1. Who’s visiting and how did they get here?
Traffic sources → Where your homepage visitors comes from (organic, paid, referral, etc.)
Why it matters:
Not all traffic is created equal. You can’t judge performance until you understand who’s landing and how they got there.
How this shapes your approach:
If most visitors come from podcasts or social shares, they’re likely warm—they’ve heard of you, maybe even trust you. In that case, you can lead with the why, not the what. But if paid traffic dominates, assume you’re speaking to near-strangers. Be clear, fast, and specific about what you do.
2. Are they staying or bouncing?
Bounce rate → % of visitors who leave without engaging
Why it matters:
This is your homepage’s first impression score. A high bounce rate means something isn’t matching expectations—message, offer, or audience.
How this shapes your approach:
If bounce is 70%+ (especially on desktop), your hero section likely isn’t pulling its weight. Start with clarity: Does your headline communicate what you do, who it’s for, and why it matters? If not, fix that before worrying about colors, fonts, or animations.
Scroll Depth / Engagement Heatmap → How far visitors scroll or engage with the page
Why it matters:
You can’t optimize what visitors never see. Scroll and heatmap data shows where attention dies—and where redesign efforts should start.
How this shapes your approach:
If visitors aren’t making it past your hero or first section, it’s likely a hierarchy problem, not a content problem. You may need to simplify the fold, reduce friction, or pull trust elements (like logos or social proof) higher. If they’re scrolling but not clicking, reframe your CTA as a reward, not a request.
Click-Through Rate (CTR) on Primary CTA → % of visitors who click your main call-to-action
Why it matters:
If users aren’t clicking, it’s not a design issue—it’s a value issue.
How this shapes your approach:
Your CTA is a test: does the offer feel worth it? “Book demo” sounds like a chore. “See how we cut churn by 30%” is a benefit. If your CTR is low but scroll is solid, the button is likely fine—the context needs work.
Conversion Rate → % of homepage visitors who take your key action (signup, book a demo, purchase)
Why it matters:
This is the end of the story—homepage’s primary job—turning visitors into leads or users. “What’s a good conversion rate?” you ask. It depends—on who’s visiting, how they got there, and how much effort you’re asking them to make. What matters more is that it can always improve. And the real benchmark isn’t someone else’s website—it’s your own, yesterday.
How this shapes your approach:
If traffic is relevant and users are clicking, but conversions are low, the friction might live beyond the homepage—in the signup flow, form, or booking process. If conversions are low and CTR is weak, revisit the offer itself. Is it clear? Desirable? Timed right for where the visitor is in their journey?
Your homepage metrics tell a story—read them that way
Every redesign should begin with a diagnosis. These five metrics tell you where the user journey is breaking down—and what to fix before you reach for new wireframes.
When the message is weak or confused, no amount of visual polish will save it. But when the message is strong, thoughtful design amplifies it, making it more accessible, emotionally resonant, and easier to act on.