Six to ten relaunches a year gives a decent dataset on what actually happens after go-live.
Three numbers we track for 90 days post-launch:
**1. Time to first lead conversion.** From first visit to a contact-form submit or purchase initiation. We want that number going down vs. pre-launch.
**2. Share of visits with at least two steps.** Not bounce rate — the share that actually moves through the site. It’s a proxy for whether the IA works.
**3. Direct traffic 30+ days after launch.** Rising means we built something people return to. Falling means we built a marketing-funnel filter, nothing more.
Pageviews and unique visitors are fine for reports, but they move on factors outside the site (seasonality, ads, PR). The three above move because of the site itself.