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What’s next after your website is built? Don’t forget to use Google Analytics to optimize your web design.
2019 / 12 / 27
Author: Arachne Group Limited Web Design & Marketing Team | Article Reviewed by: Edwin, Marketing Director | Last Updated: October 26, 2026
Key Takeaways:
▪ Core Conclusion: Launching a website isn't the end! To truly convert your site into inquiries and orders, you must use Google Analytics 4 (GA4) for data-driven web design UX adjustments and revamps.
▪ Key Value of GA4: GA4 focuses on analyzing "on-site behavior" (such as high-conversion pages, drop-off points, mobile vs. desktop experience gaps, and CTA click rates); while Google Search Console (GSC) focuses on "off-site search performance" (impressions, CTR, and rankings).
▪ 7-Step Web Design Optimization Process:
Define KPIs: Set up GA4 Key Events first.
Filter Core Pages: Prioritize revising "high-traffic, low-conversion" or "high-conversion, low-traffic" pages.
Extract Successful Templates: Replicate the layout and CTA logic of high-performing pages.
Diagnose Underperforming Pages: Find reasons for user drop-off via Engagement Rate and average time spent.
Cross-Device Testing: Personally test button sizes and form experiences on mobile versions (which account for 60%+ of traffic).
Optimize Site Speed: Troubleshoot Core Web Vitals (LCP, INP, CLS) using PageSpeed Insights.
Connect GSC with GA4: Seamlessly bridge off-site search intent with the on-site landing page experience.
After completing website development, it does not mean the website work is over. Whether a website truly helps a business attract potential customers, facilitate inquiries, or complete sales still relies on continuous data review after launch.
Google Analytics 4 (GA4) not only helps us observe "how many people visit the website." More importantly, it can also be used to evaluate where visitors enter the website, on which pages they leave, what content prompts them to inquire or purchase, and whether there are gaps in experience between mobile, tablet, and desktop users.[1]
Expert Tip: After a website goes live, besides using GA4 to analyze traffic sources, landing pages, engagement, key events, demographic details, device performance, and user paths; you also need to use Google Search Console to check search queries, impressions, click-through rates (CTR), and rankings to continuously optimize web design and SEO performance.
Many businesses focus more on whether the website opens normally and looks visually appealing after launch, but ignore how visitors actually use the website. In fact, a beautifully designed website does not necessarily mean visitors can quickly find the information they need, complete an inquiry, or place an order.
The core value of GA4 lies in translating visitors' "abstract behaviors" into "quantifiable data," helping you answer 4 key questions regarding web design quality:[2]
Visual & Information Hierarchy: Can visitors understand the core services offered by the website within 3 seconds?
High Business Value Pages: Which pages generate the most actual inquiries, bookings, or orders?
Cross-Device Experience: Are visitors encountering issues on mobile devices such as buttons being too small, content being hard to read, or interrupted processes?
Conversion Bottlenecks: Which pages receive high traffic but fail to effectively guide visitors to take the next step?
The scope of GA4 reports is extensive, but those most helpful for web design optimization usually include the following categories:
Before starting analysis, clarify what actions you want visitors to complete. Goals vary wildly across different types of website objectives, and you shouldn't rely solely on total visitor counts or PVs (Page Views):
B2B / Corporate Service Sites: Focus on booking consultations, phone call clicks, brochure downloads, or submitting inquiry forms.
E-Commerce Sites: Focus on add-to-cart, checkout initiation, and purchase completion.
Content / Brand Official Sites: Focus on newsletter subscriptions, depth of reading key articles, and brand engagement.
In GA4, these crucial actions must first be properly configured for tracking via "Key Events." After launching or revamping, be sure to conduct tests to prevent tracking code failures from leading to data misjudgments.
Don't just pick the highest or lowest traffic pages to revise; consider the page's purpose, visitor sources, and actual outcomes simultaneously.
In GA4, you can examine landing pages alongside their corresponding traffic sources, then compare visitor engagement and key events. For instance, if a service page brings in substantial organic search traffic but few visitors click the inquiry button, it is worth examining whether the page content, action buttons, and service information are clear.
Conversely, if a page receives low traffic but visitors frequently submit forms or navigate to the contact page from it, it may be a page of high business value that doesn't necessarily require major overhauls.
Gather several pieces of information when analyzing:
- Which source visitors entered the page from.
- Whether the page aligns with visitors' original search or browsing intent.
- Whether visitors navigated further, clicked, or completed important actions.
- Whether there are significant differences in performance across different devices or traffic sources.
This approach makes it easier to pinpoint areas that truly need improvement compared to simply sorting by page views.
Higher-performing pages can provide clues for improvement, but that doesn't mean simply copying the layout will guarantee the same results on other pages.
When comparing pages, first confirm if their goals and visitor sources are similar, then observe content organization, information hierarchy, and call-to-action designs. For example, a better-performing service page might clearly explain the target audience and solutions right at the beginning, providing clear contact options where readers need to take action.
You can compile these observations into design hypotheses, such as: "Visitors find it difficult to locate the inquiry button on mobile, so moving the button directly after the service introduction may increase form start events." Then, test the relevant metrics before and after the change, rather than applying a single page's design across the entire site.
Engagement rate, bounce rate, and engagement time can serve as observational clues, but they should not be used in isolation to evaluate whether a page is good or bad.
In GA4, Bounce Rate represents the percentage of sessions that were not engaged sessions, which is the inverse of Engagement Rate. An engaged session is defined as one that lasts longer than 10 seconds, triggers a key event, or has at least two page or screen views.[2]
Therefore, a visitor leaving after reading a page does not necessarily mean the page failed; if the purpose of the page was simply to provide an address or phone number, finding that information quickly may have already fulfilled their need.
When encountering weaker performing pages, check in sequence:
Is the traffic source appropriate? Do visitors brought in by ads or search results genuinely match the page content?
Does the page address visitor needs? Can the headline, above-the-fold content, and main information quickly reassure visitors that they are in the right place?
Is the next step clear? Are contact methods, forms, or purchase buttons easy to find, and does the text clearly explain what happens after clicking?
Is the page easy to use? Are text, images, menus, and forms on the mobile version easy to read and operate?
Is data tracking functioning properly? Are events triggering, or are there missing tracking tags or page configuration issues?
After reviewing, choose the single issue most likely to impact your goal for improvement. Changing too many elements at once makes it difficult to determine which specific adjustment caused changes in performance.
Visitors may browse your website via desktop computers, mobile phones, or tablets. If a page performs normally on desktop but mobile visitors rarely complete forms, you should actually test the page using a smartphone rather than just relying on reports.
When reviewing the mobile version, pay attention to whether text is legible, buttons are easy to tap, form fields are excessive, and if essential information is obscured by long page content or pop-up windows. GA4 device data can help you spot disparities, but design issues should still be confirmed through real browsing and hands-on testing.
Website loading speed affects user experience, but GA4 should not be used as your primary site speed testing tool. It is recommended to use PageSpeed Insights and Google Search Console's Core Web Vitals report to inspect page performance, and then investigate potential causes such as image sizes, scripts, server hosting, or third-party services.
Google includes Core Web Vitals in its page experience evaluations, but good scores do not guarantee high rankings. Page Experience also encompasses factors such as mobile-friendliness, secure connections (HTTPS), readability of content, and the absence of intrusive pop-ups.[3]
After implementing speed improvements, you can observe changes in engagement and conversions using GA4. This helps assess user behavior, but do not attribute short-term fluctuations solely to performance tweaks; traffic sources, seasonality, and tracking configurations can also influence outcomes.
If a search query generates impressions but few clicks, check query and page performance in Search Console first, then verify whether page titles and meta descriptions in search results clearly convey the main content points.
If visitors enter the site but leave quickly, examine the landing page and traffic sources further in GA4 to confirm if the page addresses search intent. For example, if searchers want to know service pricing but only see company background info upon landing, you may need to adjust page layout or supplement relevant details.
Search Console's average position and CTR are ideal for monitoring search result performance, while GA4 helps analyze post-entry engagement and conversions. Both tools should complement each other rather than relying on one as a complete answer to website performance.
Google also notes that appearing in AI search experiences like AI Overviews or AI Mode remains grounded in fundamental SEO principles, including providing helpful and reliable content, making key information crawlable, and ensuring pages are indexable.[4] Therefore, there is no need to stuff keywords or apply special formatting specifically for AI Search; clearly answering readers' questions and making content easy to understand remains the most solid approach.
GA4 is primarily used to analyze site traffic, user behavior, and conversions. To view search queries, impressions, click-through rates, and average rankings, Google Search Console should be your main data source.
GA4 still includes Bounce Rate, but its definition differs from the legacy Universal Analytics. GA4 strongly recommends reviewing Engagement Rate, Engaged Sessions, and Average Engagement Time simultaneously to assess page performance more comprehensively.
It is recommended to track at least traffic sources, landing pages, key events, engagement rate, device categories, audience geographies, and primary conversion paths. If resources are limited, prioritize analyzing pages that generate inquiries or orders.
Not necessarily. Insufficient traffic, seasonal factors, inaccurate ad targeting, and content mismatching search intent can all affect performance metrics. You should first ensure you have an adequate volume of data and combine multiple indicators before making a decision, avoiding hasty revamps based on a single metric.
Website development and optimization are never a "one-time" project, but an ongoing cycle of "observe data ➔ formulate hypotheses ➔ make micro-adjustments ➔ verify results."
Whenever you make web design adjustments, remember to change only one variable at a time (e.g., modifying only the CTA button color or text) and record the revamp date. This ensures you can accurately measure the true impact of that specific change on conversion rates.
Ready to boost your website's conversion rate?
If you are preparing to build a new website, or wish to conduct a comprehensive GA4 data audit and UX/UI experience upgrade for your existing website, feel free to contact Arachne Group Limited. Our professional team will provide data-driven website planning solutions to efficiently convert traffic into real business revenue!
Phone: 852-37499734
Email: [email protected]
WhatsApp: 6315 1000
References and Official Documentation:
[1] Google Search Central: Optimize website search performance using Search Console and Google Analytics data
Explanation: Explains how to integrate GA4 with Search Console to comprehensively evaluate website performance through traffic and search data.
[2] Google Analytics Help: [GA4] Engagement rate and Bounce rate definition guide
Explanation: Details the calculation methods and application scope of Engaged Sessions, Engagement Rate, and Bounce Rate in GA4.
[3] Google Search Central: Impact of Page Experience and Core Web Vitals on Google Search Results
Explanation: Outlines evaluation standards for loading speed, mobile-friendliness, and HTTPS security connection on SEO experience scores.
[4] Google Search Central: AI search experience (AI Overviews & AI Mode) and website optimization guide
Explanation: Explains Google's mechanisms under generative AI search environments, emphasizing that high-quality, clear content answering user questions remains core to SEO and GEO.
Key Takeaways:
▪ Core Conclusion: Launching a website isn't the end! To truly convert your site into inquiries and orders, you must use Google Analytics 4 (GA4) for data-driven web design UX adjustments and revamps.
▪ Key Value of GA4: GA4 focuses on analyzing "on-site behavior" (such as high-conversion pages, drop-off points, mobile vs. desktop experience gaps, and CTA click rates); while Google Search Console (GSC) focuses on "off-site search performance" (impressions, CTR, and rankings).
▪ 7-Step Web Design Optimization Process:
Define KPIs: Set up GA4 Key Events first.
Filter Core Pages: Prioritize revising "high-traffic, low-conversion" or "high-conversion, low-traffic" pages.
Extract Successful Templates: Replicate the layout and CTA logic of high-performing pages.
Diagnose Underperforming Pages: Find reasons for user drop-off via Engagement Rate and average time spent.
Cross-Device Testing: Personally test button sizes and form experiences on mobile versions (which account for 60%+ of traffic).
Optimize Site Speed: Troubleshoot Core Web Vitals (LCP, INP, CLS) using PageSpeed Insights.
Connect GSC with GA4: Seamlessly bridge off-site search intent with the on-site landing page experience.
After completing website development, it does not mean the website work is over. Whether a website truly helps a business attract potential customers, facilitate inquiries, or complete sales still relies on continuous data review after launch.
Google Analytics 4 (GA4) not only helps us observe "how many people visit the website." More importantly, it can also be used to evaluate where visitors enter the website, on which pages they leave, what content prompts them to inquire or purchase, and whether there are gaps in experience between mobile, tablet, and desktop users.[1]
Expert Tip: After a website goes live, besides using GA4 to analyze traffic sources, landing pages, engagement, key events, demographic details, device performance, and user paths; you also need to use Google Search Console to check search queries, impressions, click-through rates (CTR), and rankings to continuously optimize web design and SEO performance.
Why Do You Still Need Google Analytics 4 to Optimize Pages After Website Development Is Completed?
Many businesses focus more on whether the website opens normally and looks visually appealing after launch, but ignore how visitors actually use the website. In fact, a beautifully designed website does not necessarily mean visitors can quickly find the information they need, complete an inquiry, or place an order.
The core value of GA4 lies in translating visitors' "abstract behaviors" into "quantifiable data," helping you answer 4 key questions regarding web design quality:[2]
Visual & Information Hierarchy: Can visitors understand the core services offered by the website within 3 seconds?
High Business Value Pages: Which pages generate the most actual inquiries, bookings, or orders?
Cross-Device Experience: Are visitors encountering issues on mobile devices such as buttons being too small, content being hard to read, or interrupted processes?
Conversion Bottlenecks: Which pages receive high traffic but fail to effectively guide visitors to take the next step?
What Web Design Data Can GA4 Provide?
The scope of GA4 reports is extensive, but those most helpful for web design optimization usually include the following categories:
| Optimization Goal | Recommended GA4 Reports or Features | Key Metrics | Web Design Improvement Direction |
| Identify High-Value Pages | Reports, Explorations, Key Events | Key Events, Engagement Rate, Sessions | Apply layouts, copywriting, and CTAs from successful pages to other pages |
| Identify Low-Performing Pages | Pages and screens, Landing page | Engagement Rate, Average Engagement Time, Exits | Improve above-the-fold content, content structure, CTAs, and mobile layout |
| Understand Traffic Sources | Acquisition | New Users, Engagement Rate, Key Event Rate | Adjust landing pages and key messaging according to different channels |
| Understand Your Audience | User attributes | Location, Language, Age, Interests | Adjust tone of voice, case studies, language versions, and content depth |
| Analyze Navigation Paths | Path exploration | Page Sequence, Exit Points | Simplify navigation, fix dead-end pages, and strengthen next-step guidance |
| Check Device Experience | Tech details, Device category | Engagement Rate, Conversions, Device Category | Fix mobile buttons, font sizes, tables, and web forms |
| Review SEO Performance | Google Search Console | Impressions, Clicks, CTR, Average Position | Optimize titles, descriptions, content angles, and internal links |
How to Use GA4 Data to Optimize Web Design?
Step 1: Determine What Your Website Wants to Achieve First
Before starting analysis, clarify what actions you want visitors to complete. Goals vary wildly across different types of website objectives, and you shouldn't rely solely on total visitor counts or PVs (Page Views):
B2B / Corporate Service Sites: Focus on booking consultations, phone call clicks, brochure downloads, or submitting inquiry forms.
E-Commerce Sites: Focus on add-to-cart, checkout initiation, and purchase completion.
Content / Brand Official Sites: Focus on newsletter subscriptions, depth of reading key articles, and brand engagement.
In GA4, these crucial actions must first be properly configured for tracking via "Key Events." After launching or revamping, be sure to conduct tests to prevent tracking code failures from leading to data misjudgments.
Step 2: Identify Pages Worth Prioritizing for Review
Don't just pick the highest or lowest traffic pages to revise; consider the page's purpose, visitor sources, and actual outcomes simultaneously.
In GA4, you can examine landing pages alongside their corresponding traffic sources, then compare visitor engagement and key events. For instance, if a service page brings in substantial organic search traffic but few visitors click the inquiry button, it is worth examining whether the page content, action buttons, and service information are clear.
Conversely, if a page receives low traffic but visitors frequently submit forms or navigate to the contact page from it, it may be a page of high business value that doesn't necessarily require major overhauls.
Gather several pieces of information when analyzing:
- Which source visitors entered the page from.
- Whether the page aligns with visitors' original search or browsing intent.
- Whether visitors navigated further, clicked, or completed important actions.
- Whether there are significant differences in performance across different devices or traffic sources.
This approach makes it easier to pinpoint areas that truly need improvement compared to simply sorting by page views.
Step 3: Identify Replicable Practices from High-Performing Pages
Higher-performing pages can provide clues for improvement, but that doesn't mean simply copying the layout will guarantee the same results on other pages.
When comparing pages, first confirm if their goals and visitor sources are similar, then observe content organization, information hierarchy, and call-to-action designs. For example, a better-performing service page might clearly explain the target audience and solutions right at the beginning, providing clear contact options where readers need to take action.
You can compile these observations into design hypotheses, such as: "Visitors find it difficult to locate the inquiry button on mobile, so moving the button directly after the service introduction may increase form start events." Then, test the relevant metrics before and after the change, rather than applying a single page's design across the entire site.
Step 4: Diagnose Weaker Performing Pages
Engagement rate, bounce rate, and engagement time can serve as observational clues, but they should not be used in isolation to evaluate whether a page is good or bad.
In GA4, Bounce Rate represents the percentage of sessions that were not engaged sessions, which is the inverse of Engagement Rate. An engaged session is defined as one that lasts longer than 10 seconds, triggers a key event, or has at least two page or screen views.[2]
Therefore, a visitor leaving after reading a page does not necessarily mean the page failed; if the purpose of the page was simply to provide an address or phone number, finding that information quickly may have already fulfilled their need.
When encountering weaker performing pages, check in sequence:
Is the traffic source appropriate? Do visitors brought in by ads or search results genuinely match the page content?
Does the page address visitor needs? Can the headline, above-the-fold content, and main information quickly reassure visitors that they are in the right place?
Is the next step clear? Are contact methods, forms, or purchase buttons easy to find, and does the text clearly explain what happens after clicking?
Is the page easy to use? Are text, images, menus, and forms on the mobile version easy to read and operate?
Is data tracking functioning properly? Are events triggering, or are there missing tracking tags or page configuration issues?
After reviewing, choose the single issue most likely to impact your goal for improvement. Changing too many elements at once makes it difficult to determine which specific adjustment caused changes in performance.
Step 5: Analyze User Experience Across Different Devices
Visitors may browse your website via desktop computers, mobile phones, or tablets. If a page performs normally on desktop but mobile visitors rarely complete forms, you should actually test the page using a smartphone rather than just relying on reports.
When reviewing the mobile version, pay attention to whether text is legible, buttons are easy to tap, form fields are excessive, and if essential information is obscured by long page content or pop-up windows. GA4 device data can help you spot disparities, but design issues should still be confirmed through real browsing and hands-on testing.
Step 6: Use Appropriate Tools to Check Website Speed
Website loading speed affects user experience, but GA4 should not be used as your primary site speed testing tool. It is recommended to use PageSpeed Insights and Google Search Console's Core Web Vitals report to inspect page performance, and then investigate potential causes such as image sizes, scripts, server hosting, or third-party services.
Google includes Core Web Vitals in its page experience evaluations, but good scores do not guarantee high rankings. Page Experience also encompasses factors such as mobile-friendliness, secure connections (HTTPS), readability of content, and the absence of intrusive pop-ups.[3]
After implementing speed improvements, you can observe changes in engagement and conversions using GA4. This helps assess user behavior, but do not attribute short-term fluctuations solely to performance tweaks; traffic sources, seasonality, and tracking configurations can also influence outcomes.
Step 7: Connect Search Performance with On-Site Behavior
If a search query generates impressions but few clicks, check query and page performance in Search Console first, then verify whether page titles and meta descriptions in search results clearly convey the main content points.
If visitors enter the site but leave quickly, examine the landing page and traffic sources further in GA4 to confirm if the page addresses search intent. For example, if searchers want to know service pricing but only see company background info upon landing, you may need to adjust page layout or supplement relevant details.
Search Console's average position and CTR are ideal for monitoring search result performance, while GA4 helps analyze post-entry engagement and conversions. Both tools should complement each other rather than relying on one as a complete answer to website performance.
Google also notes that appearing in AI search experiences like AI Overviews or AI Mode remains grounded in fundamental SEO principles, including providing helpful and reliable content, making key information crawlable, and ensuring pages are indexable.[4] Therefore, there is no need to stuff keywords or apply special formatting specifically for AI Search; clearly answering readers' questions and making content easy to understand remains the most solid approach.
Frequently Asked Questions (FAQ) About Optimizing Web Design with GA4
Q1: Can GA4 directly check keyword rankings?
GA4 is primarily used to analyze site traffic, user behavior, and conversions. To view search queries, impressions, click-through rates, and average rankings, Google Search Console should be your main data source.
Q2: Does GA4 still have "Bounce Rate"?
GA4 still includes Bounce Rate, but its definition differs from the legacy Universal Analytics. GA4 strongly recommends reviewing Engagement Rate, Engaged Sessions, and Average Engagement Time simultaneously to assess page performance more comprehensively.
Q3: What is the minimum data to track after web development is completed?
It is recommended to track at least traffic sources, landing pages, key events, engagement rate, device categories, audience geographies, and primary conversion paths. If resources are limited, prioritize analyzing pages that generate inquiries or orders.
Q4: Does poor data performance always mean there is a problem with the web design?
Not necessarily. Insufficient traffic, seasonal factors, inaccurate ad targeting, and content mismatching search intent can all affect performance metrics. You should first ensure you have an adequate volume of data and combine multiple indicators before making a decision, avoiding hasty revamps based on a single metric.
Conclusion: Continuous Testing to Evolve Your Website Alongside User Needs
Website development and optimization are never a "one-time" project, but an ongoing cycle of "observe data ➔ formulate hypotheses ➔ make micro-adjustments ➔ verify results."
Whenever you make web design adjustments, remember to change only one variable at a time (e.g., modifying only the CTA button color or text) and record the revamp date. This ensures you can accurately measure the true impact of that specific change on conversion rates.
Ready to boost your website's conversion rate?
If you are preparing to build a new website, or wish to conduct a comprehensive GA4 data audit and UX/UI experience upgrade for your existing website, feel free to contact Arachne Group Limited. Our professional team will provide data-driven website planning solutions to efficiently convert traffic into real business revenue!
Phone: 852-37499734
Email: [email protected]
WhatsApp: 6315 1000
References and Official Documentation:
[1] Google Search Central: Optimize website search performance using Search Console and Google Analytics data
Explanation: Explains how to integrate GA4 with Search Console to comprehensively evaluate website performance through traffic and search data.
[2] Google Analytics Help: [GA4] Engagement rate and Bounce rate definition guide
Explanation: Details the calculation methods and application scope of Engaged Sessions, Engagement Rate, and Bounce Rate in GA4.
[3] Google Search Central: Impact of Page Experience and Core Web Vitals on Google Search Results
Explanation: Outlines evaluation standards for loading speed, mobile-friendliness, and HTTPS security connection on SEO experience scores.
[4] Google Search Central: AI search experience (AI Overviews & AI Mode) and website optimization guide
Explanation: Explains Google's mechanisms under generative AI search environments, emphasizing that high-quality, clear content answering user questions remains core to SEO and GEO.
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