Do you measure the impact of your website changes?

When you make a change to your website, whether it's a new layout, a rewritten headline, or an updated CTA, it’s important to validate its impact with real user data.

Use a combination of tools to gather both quantitative data (Google Analytics) and qualitative insights (Hotjar and Microsoft Clarity). This way, you're not guessing how the change performed - you're measuring it from multiple perspectives.

What to do

1. Note the date of the change

   • Record when the change went live (e.g. in your task tracker or changelog)
   • Select a time range to compare results (e.g. 30 days before and after the change)

2. Compare the data (Quantitative)

   Use Google Analytics to check:

   • Pageviews
   • Bounce rate
   • Time on page
   • Conversions
   • Explorations in GA4 (if deeper analysis is needed)

3. Watch how users behave (Qualitative)

   Use Hotjar and Microsoft Clarity to:

   • View session recordings
   • Check heatmaps for clicks and scrolls
   • Identify issues like rage clicks or confusion
   • Collect feedback through short surveys

4. Write a summary

   • Combine insights from all 3 tools
   • Share what worked, what didn’t, and what you'll improve next