7 KPIs Your Web Development Company Must Track

47% of users expect a website to load in 2 seconds or less, as per our UX 2025 Stats & Insights Report.

 

That’s not a preference—it’s a performance standard.

 

In 2025, modern web development for business means measurable ROI.

 

And if your web development company isn’t meeting that bar or thoroughly tracking what happens after the site goes live?

 

You’ve got a silent liability on your hands.

 

Hiring a web development company today isn’t just about launching a good-looking website. It’s about conversions, performance, scalability, and ROI. This blog outlines 7 key technical & business KPIs that your web development partner must track if they’re serious about outcomes.

 

Let’s dive in!

 

Which 7 KPIs Should A Web Development Company Track?

An agency that prioritizes KPIs as per business outcomes is the kind of web development company Singapore & global brands need. This alignment as per business objectives works even better – when you hire a web design company that also offers end-to-end development solutions.

 

Tracking these 7 software development KPIs from day 1 will allow stakeholders to understand how well a website is performing, where improvements are needed, and whether business goals are being met:

 

1. Conversion Rate Optimization (CRO)

CRO is the percentage of visitors who complete a desired action (such as making a purchase, signing up, or filling out a form).

 

Why it matters: It Indicates how effectively the website drives users toward business goals. A higher conversion rate suggests better marketing, design, and user experience.

 

How to calculate: Conversion Rate = (Number of Conversions / Total Visitors) x 100

 

What a good web development company will do:

 

• Build editable, reusable components: These make it easy for marketing teams to test and iterate without relying on software developers.
• Integrate A/B testing infrastructure: Tools like Optimizely or VWO let teams test different versions of pages or elements to improve results.
• Optimize key user flows: Clean, responsive forms with minimal steps and real-time error checking help reduce drop-offs. Remember designers are equally responsible and must also explore the top SaaS website design ideas, before designing for key use cases.
• Ensure fast, mobile-first performance: Fast load times, lazy loading (only loading elements when needed), and clean code improve user experience and drive conversions.

 

Ask: How do they conduct A/B testing during development cycles? Do they build flexible layouts for marketing teams to experiment?

2. Core Web Vitals (LCP, FID, CLS)

Core Web Vitals measure how fast your website loads, how quickly users can interact with it, and how stable it appears while loading.

 

Why it matters: If your site is slow or jumpy, users leave—and Google ranks it lower in search results. Core Web Vitals directly affect your SEO and are Google’s way of measuring user experience.

 

How to calculate Core Web Vitals:

 

• Largest Contentful Paint (LCP): It measures how fast the main content of a page loads. Ideal score < 2.5 seconds. Beyond that, a large percentage of users will bounce.
• First Input Delay (FID): It measures how quickly your website responds when a user clicks or taps something. Ideal score < 100 milliseconds.
• Cumulative Layout Shift (CLS): It measures how visually stable your page is while loading. If elements jump around, that’s bad. Ideal score < 0.1.

 

What a good web development company will do:

 

• Compress images and media: Smaller files load faster.
• Use lazy loading: Only load images when users scroll to them.
• Minimize third-party scripts: Too many scripts slow down performance.
• Write clean, efficient code: Leaner code loads and runs faster

 

Ask: If they test and optimize Core Web Vitals metrics as part of their development process before launch.

3. Uptime & Bug Resolution

It measures how reliably your site stays online and how quickly your web development company fixes issues post-launch.

 

Why it matters: Even a few minutes of downtime can cost thousands in lost revenue and customer trust—especially for eCommerce, SaaS, or fintech products! Bugs that block transactions or user actions damage trust and conversions.

 

How to track it:

 

• Uptime website monitoring: Use tools like UptimeRobot or Pingdom to track availability 24/7.
• Bug resolution time: Measure how long it takes to identify and fix critical vs. minor issues.

 

What a good web development company will do:

 

• Offer SLA-backed commitments: A strong agency will define a Service Level Agreement (SLA), guaranteeing 99.9% uptime and fast bug resolution.
• Set bug resolution windows: Critical issues should be resolved within 24 hours; minor bugs within 72 hours.
• Build incident response workflows: They should have a defined protocol for handling site outages, API failures, or bugs, especially crucial in features for enterprise web design
• Provide transparent reporting: Monthly reports on uptime, bugs, and how fast issues were resolved. They are accountable for how reliably your site stays online and how quickly they can fix issues post-launch.

 

Ask: If they use automated monitoring, who gets notified when downtime or bugs are detected?

4. Bounce Rate

Bounce rates measure the percentage of visitors who leave your website after viewing only one page. Many web development Singapore teams ignore SEO structure and that’s a huge traffic loss.

 

Why it matters: A high bounce rate might mean your content isn’t engaging, your page took too long to load, or your layout was confusing. Lower bounce rates generally suggest users are finding value and exploring more of your site.

 

How to calculate: Bounce Rate = (Single Page Sessions / Total Sessions) x 100

 

What a good web development company will do:

 

• Optimize page speed and load time: If a site takes too long to load, users leave. In fact, a rise in page load time from just 1 to 3 seconds can increase bounce rates by 32%!
• Improve mobile usability: Ensure layouts, buttons, and interactions work smoothly on all devices.
• Enable smooth navigation: Clean code and structured page flow help users explore without friction.
• Integrate session analytics: Use tools like Hotjar or Microsoft Clarity to uncover where users drop off and why.

 

Ask: How does the development agency use behavior analytics to flag bounce issues early?

 

5. Code Quality

This KPI measures the health and maintainability of your website’s code—how clean, organized, and easy it is to update or scale over time.

 

Why it matters: Poor code leads to bugs, slow updates, and high long-term costs. Clean, consistent code, on the other hand, makes it easier to build new features and reduce downtime.

 

How to track:

 

 

• Static analysis tools: These are like automated spellcheckers for code. Tools like SonarQube and ESLint scan the code to identify potential bugs, style violations, or security risks before it runs.
• Code review benchmarks: Assess code readability, structure, and reusability.
• Technical debt ratio: Estimate how much rework might be needed later.

 

 

What a good web development company will do:

 

• Follow coding standards: They’ll implement best practices for naming, structure, and logic.
• Conduct peer code reviews: Every feature is reviewed for quality and maintainability by other software developers.
• Document everything: From architecture to APIs, everything should be clear and accessible for future development.

6. Code Coverage

Code coverage tells you what percentage of your code is actually being tested automatically to prevent bugs from slipping into production.

 

For example: 80% coverage = 80% of the code has test scripts that check it works properly.

 

Why it matters: High code coverage reduces risk. It ensures your most critical features are protected by automated tests – which means fewer bugs, code rework, and faster deployment frequency for better product development.

 

How to calculate: Use tools like Jest, Mocha, or Cypress to generate reports that show what percentage of the codebase is covered by tests.

 

What a good web development company will do:

 

• Write meaningful tests: These tests go beyond checking if buttons work—they validate how critical features like logins, payments, or forms perform correctly. Unit tests check individual functions in isolation, while integration tests ensure different parts of the system work together as expected.
• Use CI/CD pipelines to run tests: (Continuous Integration & Development) CI/CD pipelines are automated workflows set up by developers to test code every time changes are made. They help catch bugs early and prevent unstable code from going live. You can also leverage AI-powered UI testing to reduce manual errors and improve test coverage at scale.
• Set and monitor test thresholds: Aim for 80%+ coverage on core modules, but focus on testing logic-heavy parts (like checkout flows or user logins) more than static ones (plain text/layout styles).
• Improve test quality over time: Regularly review and refine test cases to ensure they reflect real-world usage.

 

Ask: You can ask them to show you a sample test report from previous projects or walk you through their usual testing workflow.

 

7. Average Session Time

This is the average amount of time users spend on your website per session. The biggest web development companies are prone to ignore this metric if they don’t prioritize business goals!

 

Why it matters: Longer session times usually indicate higher engagement. If users stay longer, they’re more likely to explore your offerings, trust your brand, and convert.

 

How to track: Monitor average session time using Google Analytics or other behavior analytics tools like Mixpanel or Hotjar.

 

What a good web development company will do:

 

• Ensure fast page load speeds: Compress files, enable caching, and minimize unnecessary scripts.
• Design intuitive navigation: If they’re also a web design company like us, they will create logical, user-friendly website structures that encourage browsing.
• Support content with structure: Build responsive, modular layouts that present information clearly.
• Fix session-break bugs: Address issues like broken links, error pages, modal glitches, or multi-tab disruptions that artificially cut session length.

An agency that tracks these 7 key KPIs with accountability is a web development company Singapore businesses are bound to trust!

 

Key Takeaway: Most Websites Are Launched, Few Are Measured.

Too many web development companies still operate like it’s 2012: launch the site, hand over the files, and move on.

 

If your current partner isn’t tracking key web & software development KPIs like conversion rate, uptime, code quality, or session engagement – you’re not just missing data; you’re missing growth opportunities.

 

For CXOs, founders, and product leaders, the key takeaway is clear:

Don’t just ask “Can they build it?”
Ask: “Will they be accountable for how it performs?”

 

At ProCreator, we’re a UI UX design agency that doesn’t just design but builds performance-driven websites. We’ve built more than 150+ scalable digital products for leading SaaS companies, fintech firms, and enterprises for clients across Singapore, the US, Dubai, and India.

 

Let’s build a web experience that delivers measurable results. Book a dev consult with our team.

 

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