Website metrics - Key KPIs for Company Websites (B2B and B2C)

Without a KPI measurement system, it’s impossible to answer a fundamental question: is our website actually generating revenue?

But before we move on to specific metrics, one condition must be met: having properly implemented analytics and conversion tracking.

Simply installing GA4 isn’t enough. You also need to configure:

• events that reflect real user interactions,
• conversions that truly represent completed actions, such as submitting a form, making a purchase, or booking an appointment,
• API integrations when the process is completed in an external system, for example appointment scheduling tools, calendars, or CRM, so that the conversion isn’t just a redirect but the actual completion of the process.

KPI - how to measure revenue and business growth?

Revenue and its dynamics show how the website impacts sales, and month-to-month comparisons reveal seasonality. It’s worth comparing these metrics with the number of users to see whether traffic growth is translating into real results.

More important than traffic itself is the relationship between the number of users and the number of conversions/sales. If visits are increasing but inquiries, leads, or orders remain at a similar level, the problem is no longer marketing but the website and user experience itself.

This signals that the offer isn’t clear enough, the communication doesn’t meet users’ needs, or the contact form and purchase path are too complicated.

For B2C companies, data on average order value (AOV) and purchase frequency are particularly valuable. They help assess whether cross-selling and product recommendations are working.

In B2B, the equivalents are retention and the number of returning customers - the more often a client comes back, the stronger the effect of trust and loyalty.

Qualitative and engagement metrics - how do users behave?

Session duration and the number of pages visited are signals that the content is engaging and well-designed. A high score often indicates that the information architecture guides users logically through the offer and case studies.

At the same time, engagement levels must always be analyzed in the context of traffic sources and the stage of the funnel.

A user from a brand campaign or high-intent keywords (“buy,” “price,” “offer”) behaves differently from someone visiting an educational blog at an early research stage. The latter shouldn’t be hit with a “Buy Now” button. They need:

• valuable content,
• lead magnets (e.g., e-books, checklists, calculators),
• a smooth transition from education to considering the offer.

Only by matching user paths to intent can engagement metrics be effectively interpreted.

The bounce rate shows how many users leave after the first view. If it reaches 60-70%, it’s a sign that something is discouraging visitors - it could be slow page loading, a poorly chosen headline, or unintuitive content structure.

It’s also important to distinguish between new and returning users.

Sites that attract the latter group are more stable - they don’t rely solely on costly paid traffic. In B2B companies, a high number of returning sessions is one of the best predictors of future inquiries.

Cost and return on investment - how to calculate your website’s profit

Website is an asset that generates both costs and revenue.

The simplest way to assess profitability is CAC (Customer Acquisition Cost), which is the cost of acquiring a customer, and conversion cost, which shows how much you need to pay to get a single lead or order.

These figures are then compared with ROI (Return on Investment) and ROAS (Return on Ad Spend) - metrics showing the return generated by specific marketing activities. In practice, it’s quite simple:

• if the website has a 1% conversion rate, you need 1,000 visits to gain 10 customers,
• if you increase the conversion to 2% through improved UX and speed, you can get the same 10 customers from 500 visits,
• this means either 2x higher profit with the same budget or 2x lower campaign costs for the same number of customers.

Therefore, pouring more money into ads and SEO on a poorly converting website is simply unprofitable.

From a management perspective, investing in better UX and performance often pays off in 2–3 months - especially in industries with high cart or single-lead value.

For marketing managers, it’s also a tool for conversations with management. Instead of arguing for a “prettier layout,” you can present a simple scenario: a 20% increase in conversion rate with unchanged traffic means an additional tens of thousands in monthly revenue or thousands saved on the advertising budget.

CRO sprints - continuous optimization instead of a one-off redesign

Analytics data is used not only for reporting but, above all, for systematic conversion improvement. At WebProfessor, we work in a model called CRO (Conversion Rate Optimization) Sprints:

1. we collect quantitative data (analytics, click maps, session recordings),
2. we formulate hypotheses - where users get lost, what blocks them, what doesn’t convince them,
3. we design new variants (layouts, content, CTAs),
4. we test them in A/B tests,
5. we implement only those changes that genuinely increase the conversion rate.

Thanks to this approach, the website isn’t a “frozen project” but a living business tool that, with each sprint, works better, generates more leads, and makes better use of the advertising budget.

Optimization metrics - where the potential is hidden

Conversion rate by channel shows which traffic sources actually generate sales and which only produce page views.

It’s worth looking at how returning users convert - they often generate the most revenue, so implementing remarketing or personalized content can significantly increase effectiveness.

Analysis of conversion paths and attribution helps understand how many brand interactions precede a purchase. In B2C, this is often two or three touchpoints; in B2B, it can be eight or ten. This knowledge allows better planning of communication between marketing and sales teams.

It’s valuable to gather in one place the key areas that should be regularly monitored:

• conversions from SEO, PPC campaigns, and social media,
• average time to complete a purchase or form,
• behavior of mobile vs. desktop users,
• traffic sources with the highest ROI,
• impact of loading speed on the bounce rate.

This is a dataset that not only evaluates performance but also shows where the untapped potential lies.

B2B marketing KPIs - when lead quality matters

In the B2B model, the website doesn’t sell directly but generates contacts.

That’s why the main indicators are the number of acquired leads and the number of qualified leads - those that actually reach the sales department.

It’s also important to monitor acquisition sources:

• organic traffic from SEO
• paid campaigns
• newsletters
• social media

Comparing the cost and effectiveness of each channel allows you to allocate budget where it generates the highest return.

In B2B, not only the quantity but also the customer lifetime value (LTV) matters - if a company can maintain the relationship, the investment in acquisition pays off multiple times.

That’s why measuring LTV and retention should be treated on the same level as the number of new contacts.

UX performance metrics - a website that works like a sales advisor

Many business owners perceive UX (User Experience) as a matter of aesthetics or user convenience.

However, in mature organizations, UX metrics are a growth management tool, just like revenue data or ROI from marketing campaigns.

They show how users actually interact with the website – where friction occurs, which steps are unclear, and which interactions build trust. For the sales and marketing teams, this is invaluable information because it enables an exact mapping of the moment when a customer abandons contact.

Usability is therefore not a “nice-to-have” but a financial factor.

Every additional second of loading, every unintuitive form, or unclear message results in a tangible loss of conversions.

When designing websites, we rely not only on design experience but also on knowledge from cognitive psychology: how people process information, make decisions, and respond to stimuli and messages.

Thanks to this, UX is not a collection of “pretty ideas” but a direct consequence of how users actually behave.

In this context, UX KPIs serve as indicators of the website’s health – helping to identify points where a potential customer loses confidence or interest before the competition does.

UX as a language between marketing, sales, and technology

That’s why at WebProfessor, we treat usability metrics as a common language between teams. They help translate user experience into business value, not just aesthetic impressions.

The most commonly analyzed metrics are:

• Task Time - measures how long a user needs to achieve a goal: fill out a form, find an offer, download a catalog. Shorter time means lower cognitive load and higher efficiency.
• Error Rate - shows how many users make mistakes during interactions, e.g., entering an incorrect email or clicking inactive elements. A high value indicates the need to simplify the process.
• Task Success Rate - how many people complete the action. In B2B companies, this is a great indicator of the quality of the contact path – the higher it is, the fewer leads are lost.
• Task Abandonment Rate - shows how many users started an interaction but didn’t finish it. For service companies, this signals that messages or forms discourage rather than help.
• Interaction Depth - the number of pages visited during a single session. A high value can indicate interest, but too high may point to information chaos; balance is key.

From a business management perspective, these metrics map where customers pause, hesitate, or abandon. They provide insights that are hard to get from sales data alone.

UX and customer retention and lifetime value

In highly competitive B2B and B2C companies, positive user experience determines whether a customer will return.

UX KPIs provide an earlier signal than financial data - they show that customers are satisfied even before this is reflected in a purchase.

In practice, improving UX increases retention and LTV (Lifetime Value):

• In B2B, users who can easily find information and feel in control are more likely to get in touch again;
• In B2C, convenient purchasing processes and transparent messages reduce stress and increase cart value.

That’s why in many companies, UX metrics are now reported alongside sales KPIs – for example, a 10-point increase in NPS often goes hand in hand with a 15-20% rise in returning users.

Customer satisfaction and loyalty surveys - NPS and SUS in practice

Two metrics worth treating as standard are Net Promoter Score (NPS) and System Usability Score (SUS).

• NPS measures the likelihood of recommending the brand, reflecting the real level of trust. A high score often correlates with increased organic traffic –-customers return more often and refer the company to others.
• SUS, on the other hand, is a short 10-question test that shows in just a few minutes how users rate the website’s ease of use.

For management, this is a simple way to include UX in the KPI system. When SUS drops, it’s clear that conversion will likely fall soon. When it rises, trust and marketing effectiveness increase.

UX as an indicator of readiness for scaling

Mature companies use UX metrics not only for optimization but also for scaling planning.

A high task success rate, low error rate, and positive NPS indicate that processes are stable enough to increase traffic without risking a drop in service quality.

In projects carried out by WebProfessor, these data often serve as the starting point for decisions on investment in SEO or PPC campaigns - because only a well-designed user experience ensures that traffic converts into leads and sales.

In this way, UX metrics become not just a measure of quality but also a tool for managing risk and marketing costs.

A highly usable website requires less spending on remarketing, less customer support, and generates a higher return from each visit.

Conclusion - measurement is a strategy, not a report

Selecting KPIs should cover the entire business cycle: revenue, conversion, costs, user experience quality, and loyalty.

In the B2C model, key metrics are conversions, AOV (average order value), and retention. In B2B – the number of qualified leads, their acquisition cost, LTV, and retention. In both cases, the same rule applies: you can’t improve what you don’t measure.

At WebProfessor, we create websites that not only look professional but also provide data to make strategic decisions. A modern company website is not a cost. It’s a growth tool that – with the right KPIs – shows how to turn traffic into real revenue.

Book a free consultation and find out which metrics matter most for your business model.