PIPELINEGuide
Web design: measure success instead of guessing
Without a metric defined beforehand, you can't say afterward whether professional web design was worth it. Which numbers work, which mislead, and when to collect them.
The success of web design can only be measured if the baseline was recorded beforehand — two weeks of tracking is enough. Useful metrics are processing time per transaction, the share of cases that go through without intervention, and external response time. Team satisfaction in the first two weeks is not a useful benchmark.
01 — Measurement
How you measure success
- Define the one number beforehand. Without a baseline value, nothing can be proven afterward. Two weeks of tracking is enough for a reliable reference point.
- Processing time per case. The most direct metric: How long does the affected process take today, how long afterward.
- Percentage of cases that complete without intervention. This ratio typically rises significantly in the first weeks when refinements are made — it's the best early indicator.
- External response time. How quickly does someone who inquires receive an initial binding answer.
- What you should not measure: Team satisfaction in the first two weeks. Every transition feels worse initially than it actually is.
02 — Calculation
How to calculate it
Four numbers are enough: How often does the process occur? How long does it take? What does an hour cost internally? And what does the solution cost — one-time plus operation over three years?
An example: A process that occurs twice a week and takes 40 minutes each time ties up around 69 hours per year. At an internal hourly rate of 45 euros, that's roughly 3,100 euros per year locked in there. If a solution reduces this effort by two-thirds, it often pays for itself — depending on the actual quote — within one to two years. We'll give you the exact figure for your case after the initial meeting.
This calculation is deliberately conservative: it only accounts for the time saved, not the errors avoided or the orders that come through due to faster response. In practice, the benefit is usually higher — but you shouldn't count on it before you've measured it.
03 — Context
What experience shows
A design that's delivered as a system survives a change of agency — a design that only exists as an image file doesn't.
04 — Questions
Frequently asked questions
Who owns the files?
You do. You get the source files and the documentation. If you work with someone else later, they can continue with them.
Will this look good on mobile too?
We design the narrow view first, because that's where the majority of visitors arrive. The wide view is the easier case, not the other way around.
What if we don't like any of the directions?
Then we go back to the discovery phase — usually that means something important about the business hasn't been understood yet. It rarely happens, but better to start fresh than to force a design.
Do you also provide image material?
No, that's not part of the design system. But we specify exactly what kind of images are needed and recommend suitable sources or a photographer if required.
How many revision rounds are included?
Two rounds per draft are standard and usually sufficient, because the directional decision is made after the first presentation. Additional rounds are possible but noticeably extend the timeline.
Do we even need custom design?
Not necessarily. If you need a site with five pages and no brand ambitions, a well-adapted standard system is the more sensible choice. Custom design pays off when you need to stand out from competitors or manage many pages.
Do we get several drafts?
Two to three directions on one page type. Ten variations help no one — they just shift the decision to the client instead of making it.
05 — Next
Related pages
- Web design — Overview
- Web design — pros and cons
- Web design — Alternatives
- Web design — process
- Web Design — How It Works
- Web design — Funding
- Web design — doing it yourself
- Web design — Provider comparison
- Have a website created
- Landing page
- Website relaunch
- All guides
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