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The Web Design Glossary

Key Performance Indicator (KPI)

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A Key Performance Indicator (KPI) is a quantifiable measurement used to evaluate the success of an organization, project, or individual in meeting specific objectives over time. In web design and digital marketing, KPIs help teams track progress, measure success, and make data-driven decisions to improve performance.

Common Web Design and Development KPIs

User Experience Metrics

  • Page load time
  • Time on site
  • Bounce rate
  • Pages per session
  • Mobile responsiveness scores
  • Core Web Vitals performance

Conversion Metrics

  • Conversion rate
  • Form completion rate
  • Click-through rate (CTR)
  • Cart abandonment rate
  • Goal completion rate

Technical Performance

  • Server uptime
  • Website speed metrics
  • Error rates
  • Mobile compatibility scores
  • Security incident rates

Choosing the Right KPIs

Selecting appropriate KPIs is crucial for meaningful performance measurement. At CRFT Studio, we carefully select KPIs that align with each client’s unique goals and business objectives.

Alignment with Goals

KPIs should directly relate to your business objectives. For an e-commerce site, conversion rates and average order value might be priority metrics, while a content-focused site might prioritize engagement metrics like time on page and return visitors.

Measurability

Effective KPIs must be quantifiable and consistently measurable over time. This requires proper tracking tools and analytics implementation.

Actionability

The best KPIs provide insights that can lead to specific improvements. For example, tracking page load times can identify opportunities for optimization.

Our Approach to KPI Tracking

PostHog Implementation

At CRFT Studio, we use PostHog as our primary analytics platform. PostHog offers several advantages:

  • Open-source architecture for complete data control
  • Advanced user behavior tracking
  • Session recordings for detailed UX analysis
  • Feature flags for controlled rollouts
  • Built-in A/B testing capabilities
  • Very generous pricing

Best Practices

  • Set both “realistic” and ambitious benchmarks
  • Monitor trends over time
  • Review and adjust KPIs periodically
  • Share insights with stakeholders through clear reporting
  • Use data visualization for effective communication

Remember that KPIs should evolve as your website and business objectives change. Regular review and refinement of your KPI strategy ensures you’re always measuring what matters most to your success.