You launched your new site. Now what? For B2B companies, the real value of a website is how it performs over time. But not all metrics are created equal. Tracking the right ones—and knowing what to do with them—is key.
The importance of setting goals early
It starts with understanding your business objectives. Are you trying to:
- Increase qualified leads?
- Support sales enablement?
- Build brand authority?
- Improve recruiting?
The answers shape what you measure and how you interpret success.
Key metrics to watch
- Traffic sources. Where is your audience coming from? Organic, paid, direct, referral?
- Engagement. Time on page, pages per session, scroll depth, exit rate
- Conversions. Form fills, downloads, chat interactions, demo bookings
- Technical health. Site speed, mobile performance, and accessibility compliance
Metrics in context
A high bounce rate on a blog may be fine if visitors are reading a full article and leaving satisfied. A low conversion rate on a pricing page, however, could signal friction.
Sometimes, a low conversion rate isn’t about the offer—it’s about the experience. Complex or unintuitive forms can create friction that drives users away. Reviewing heatmaps and session recordings often reveals where visitors drop off or hesitate. In many cases, simplifying the number of steps or clarifying the language can significantly boost conversions.
Setting up for ongoing optimization
We recommend:
- Event tracking. Use Google Tag Manager to track button clicks, scrolls, and downloads.
- Custom dashboards. Build views in GA4, Looker Studio, or HubSpot to report KPIs.
- Monthly reviews. Regular audits ensure insights are acted on, not ignored.
Building a data-driven culture
Website performance should be part of a broader marketing and sales strategy. At Grafik, we help teams:
- Set KPIs tied to ROI
- Create shared reporting across departments
- Use insights to test new approaches
- Align digital metrics with offline sales outcomes
We also help clients create living dashboards that integrate with CRMs, automation platforms, and analytics tools—giving stakeholders a full view of digital health and business impact.
A website is not a one-time investment. It’s a living system. With the right metrics, you don’t just see what’s happening—you understand why, and what to do next.
Defining meaningful KPIs from the start is essential. Websites should be built with measurement in mind, with tracking systems in place to gather actionable insights and inform ongoing optimization. The most effective digital strategies treat the website as a living system—one that evolves with the business and is guided by data every step of the way.