State of Sites / Chapter 3
The metrics
illusion
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Conversion rate
Traffic
SEO rankings
Page speed
Demo/trial requests
Other
Only a sixth (16%) of respondents have heatmaps or session replays for their website. Just 14% have chatbots on their site, 12% use A/B testing, and a mere 4% integrate with personalization tools.
Even at enterprise companies that have more resources, only 28% A/B test their website and 8% integrate with personalization platforms. Poor conversion performance accounts for just 3% of enterprise rebrands.
SEO tools (Semrush, Ahrefs, etc.)
Meeting scheduler (Calendly, Chili Piper, etc.)
CRM (Salesforce, HubSpot, etc.)
CDN (Cloudflare, Fastly, etc.)
Chatbot (Drift, Intercom, Qualified, etc.)
A/B testing tools (VWO, Optimizely, etc.)
Accessibility tools (accessiBe, UserWay, etc.)
Other
Personalization tool (Mutiny, etc.)
SEO is tied with traffic generation as the single biggest challenge in the survey (42% versus 41%). More than half (56%) say SEO rankings are one of their top 3 KPIs.
But 29% don’t track SEO at all, and the timing couldn’t be worse. AI-powered search engines are fundamentally changing how websites get discovered.
Answer engine optimization (AEO)
LLM visibility depends on the technical mechanics of SEO: structured data, clear page hierarchy, internal linking, fresh content that answers customer questions. Teams that aren’t actively managing SEO today aren’t just falling behind on Google. Their sites are invisible to the AI search engines buyers are already using.
Learn more about AEO
Optimize your site for AI search visibility
Framer Guide for Answer Engine Optimization (AEO)
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How do you currently handle SEO for your website?
Marketing team, generally
Agency/consultant
Third-party SEO tools
Not actively managing SEO
Other