What to Measure After You Launch
A launch is a starting point
The version you launch is your best guess about what customers want. It's an informed guess, but it's still a guess — and the only way to find out where it's wrong is to watch what real people do with it. A site nobody looks at after launch quietly stops earning its cost.
The four numbers that matter
How many people arrive. How many take the action you wanted — enquiry, booking, order. Where they came from. And which pages they actually spend time on. Almost every useful decision comes out of those four. If a dashboard is showing you forty metrics, thirty-six of them are decoration.
Conversion beats traffic every time
Doubling your visitors is expensive and slow. Doubling the share of visitors who get in touch is often a change to one page, and it costs almost nothing. If enquiries feel low, look at what happens after someone lands before you spend anything on getting more people there.
Watch where people come from
Knowing whether people arrive from search, from Instagram, from WhatsApp, or by typing your name directly tells you where your effort is actually working. Most businesses are surprised at least once — usually by discovering that the channel they spend most time on sends the fewest customers.
Change one thing at a time
Change the headline, the form and the pricing page in the same week and you'll never know which one moved the number. Change one, give it a fortnight, keep it if it worked. It's slower than a redesign and it compounds in a way redesigns don't.
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