Top 10 Conversion Metrics Every Webflow Site Should Track

Conversion Rate

What it is:
The percentage of visitors who complete a key action (form submission, purchase, signup).

Why it matters:
This is the clearest indicator of whether your site is working.

Simple formula:
Conversions ÷ Total visitors × 100

Form Submission Rate

For service businesses and B2B sites, forms are often the primary conversion point.

Track:

• number of submissions
• submission rate per landing page
• drop-off before completion

Pair Webflow forms with Google Analytics or a CRM to see real lead quality not just quantity.

Click-Through Rate (CTR) on CTAs

Your call-to-action buttons reveal:

• message clarity
• offer strength
• placement effectiveness

Low CTR usually means copy or hierarchy problems, not traffic issues.

Bounce Rate on Landing Pages

If visitors leave without interacting:

• messaging may be unclear
• load speed may be slow
• traffic may be mismatched

High bounce rate = first-impression failure.

Scroll Depth

Do people actually read your page?

Scroll tracking shows:

• where attention drops
• which sections work
• whether CTAs are placed too low

Tools like Hotjar visualize this with heatmaps.

Time on Page (Meaningful Engagement)

Longer isn’t always better.

Look for:

• enough time to understand the offer
• but not confusion that causes hesitation

Compare time on page vs. conversion rate for real insight.

Traffic Source Conversion Rate

Not all visitors are equal.

Track conversions by:

• organic search
• paid ads
• social media
• referrals
• direct traffic

This shows where real customers come from, not just clicks.

Mobile vs. Desktop Conversions

Many Webflow sites look great on mobile
but still convert poorly.

Measure:

• device-specific conversion rate
• mobile form usability
• tap targets and load speed

Mobile issues often hide in plain sight.

Returning Visitor Conversions

Some users convert on the second or third visit.

Tracking returning users helps you:

• understand buying cycles
• improve retargeting
• refine email capture strategy

This is critical for higher-ticket services.

Cost per Conversion

If you run ads, this metric connects:

marketing spend → real outcomes

Formula:

Ad spend ÷ Number of conversions

Without this, scaling traffic is just guessing with a budget.

How to Track These Metrics in Webflow

A practical stack:

• Webflow → design, CMS, forms
• Google Analytics → traffic + events
• Hotjar → behavior + heatmaps
• CRM or email tool → lead quality

Together, they create a full conversion picture.

The Real Goal: Better Decisions, Not More Data

Most websites already have analytics installed.
What they lack is focus on the metrics that matter.

Instead of tracking everything, prioritize:

• conversion rate
• CTA clicks
• lead quality
• source performance

Because growth rarely comes from more traffic.

It comes from better conversion.

Webflow makes launching a site fast.
But measurement is what makes it successful.

If you track the right conversion metrics, you can:

• spot problems early
• improve pages intentionally
• scale what actually works

And that’s the difference between a site that looks good
and one that drives real results.