Which KPI is most appropriate to measure the success of a homepage redesign aimed at increasing user engagement?

Question

Options

• ARevenue per Visitor
• BBounce Rate
• CTime on Page
• DConversion Rate

• A
  4% (1)
• B
  17% (4)
• C
  70% (16)
• D
  9% (2)

Explanation

Time on Page directly measures how long users actively engage with homepage content - making it the ideal KPI when the goal is increasing engagement. A redesign that keeps visitors reading, exploring, or interacting longer is, by definition, succeeding at engagement.

• A (Revenue per Visitor) measures monetization, not engagement - a visitor can generate revenue through a single quick transaction without ever being "engaged."
• B (Bounce Rate) tells you if users left immediately, but not whether those who stayed were actually engaged; it's a negative indicator of entry quality, not a positive measure of engagement depth.
• D (Conversion Rate) tracks whether users completed a specific goal (purchase, signup), which reflects persuasion effectiveness - a downstream business outcome, not engagement itself.

Memory tip: Think of "engagement" as time and attention - the KPI that literally measures time (Time on Page) is the engagement KPI. Revenue and Conversion are business outcomes; Bounce Rate is an exit signal. Only Time on Page captures active attention.

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