Website traffic statistics are important both for checking the effectiveness of marketing actions and for web design. In fact, website redesign begins with analyzing website traffic statistics.

In addition to commonly used metrics such as the number of visitors and website traffic, statistics can provide valuable insights into various other aspects of website performance. For instance, we can gather data on the most frequently visited pages, sources of website traffic (such as paid advertising campaigns, organic traffic, and social media referrals), demographics such as age group and location of visitors, and the types of devices used to access the website.

While some of these data may not be directly relevant to evaluating the success of marketing campaigns, they are crucial in planning website redesigns. By analyzing website visit statistics, we can determine the structure, layout, and functionality of the website design, ensuring that all elements are optimized for the majority of visitors.


A great illustration of this concept is demonstrated by Expedia, a widely used booking and travel platform. Through the analysis of their website statistics, they found that one of their booking forms had an excessive number of fields, making it too complex for users to complete. As a result, many potential customers abandoned their booking attempts. Ultimately, after simplifying this field, Expedia calculated a revenue increase of $12 million.

Which services to use for tracking website traffic statistics?

There are many tools for tracking website statistics. One of the most popular and free tools is Google Analytics. The implementation of Google Analytics is easy, and there are ready-made solutions for most CMS platforms.

Google Analytics provides enough data for the analysis needed for redesign or improvement of websites. It also has visual displays (heatmaps) of some data.

An excellent tool for statistics is also provided by Hotjar. Here, for example, you can see a video showing user behavior and the path they took on the website. This service is not free and costs €69 for websites with the lowest number of visits and up.

You’re not sure if you have visitor behavior statistics on your website?

You can check whether Google Analytics web statistics (which is most commonly used) are on your site at

Should your website have a complete redesign or just an upgrade?

After analyzing the data, you will get a good indicator of whether a complete redesign of the website is necessary or just some modifications. You should compare the data with previous periods when changes were made, or check whether the statistics have worsened due to some other reason.

If visitors are leaving your website after only viewing one page, it may be a sign that you need a complete website redesign. You can find this out using the Bounce rate parameter. Bounce rate is the percentage of website visitors who leave your website after viewing only one page. If this number is 50-60% or higher, you definitely need a complete website redesign.

Can visitors find useful content on your website?

You can determine this through the Exit rate parameter, which is the percentage of visitors who leave your website after viewing one or more pages, with the last page they viewed being the Exit page. By analyzing the Exit rate, you can determine which pages have higher exit rates than others, and if the Exit rate is high, it may indicate that the content on your website is not meeting the visitors’ expectations. You can also determine which pages have the highest exit rates and make drastic changes to those pages accordingly.

You can also analyze whether visitors from Exit pages are going to other pages on your website or leaving altogether. The pages from which visitors are leaving the most may require changes in content or even a complete redesign of your website, particularly if they are critical to the services or products you offer. In any case, the goal is to make changes that keep visitors on your website for as long as possible.

The quality of your website can also be determined by the Average session duration parameter, which is the average time that visitors spend on your website during a visit. If visitors stay for a long time, it indicates that they are studying and reading the content on your website. Additionally, the average number of pages visited per visit can provide insight into the quality of your website.

Statistics and Web Design

After conducting a thorough analysis of website statistics, it will become clear which content (pages) are valuable and which are not, and planning the structure and design of the website can proceed accordingly. Pages of lesser value will require a complete overhaul, while more valuable ones may remain the same or be improved by highlighting more important information.

Analyzing Visitor Behavior to Direct Them to Targeted Web Pages

When designing a website, it’s important to analyze the behavior of visitors in order to guide them towards the targeted web pages. By doing so, you can determine whether visitors are making their way towards your desired pages and make adjustments accordingly, such as reducing the number of steps or creating a more effective promotional message to lead them there. This emphasizes the importance of designing and creating content that will guide visitors towards the desired pages.

Responsive design or mobile device adaptation

Having a responsive design is a must today. Not only do Google and other search engines rank responsive websites better, but a large percentage of visitors also browse websites on mobile devices. Websites need to be optimized for all devices: mobile phones, smartphones, and desktop computers. By analyzing statistics, you can determine if some web pages are more frequently visited by mobile users and decide whether to make better adjustments for them.


Heatmap is a valuable visual indicator that shows the areas of a website with the highest clicks. It helps identify the most attractive sections of a website for important information and the content that interests visitors the most.

By analyzing heatmaps, you can determine the optimal placement of elements for conversions or orders of services or products.

Well-planned design is the key to success.

A well-planned design is the key to success when it comes to website development. Redesigning websites in combination with analyzing user behavior and traffic statistics is the only way to get the most out of them. The more data you use, the better conclusions you’ll draw and the better websites you’ll build. Conducting surveys among users and observing their behavior on the website in real-time wouldn’t hurt either. Of course, you should always keep in mind the primary goals of your website, whether it’s selling products, ordering services, or simply increasing traffic to build brand awareness.