People visit your site, but almost nobody fills out the contact form — conversion sits well under 1%.
USER FLOW & CONVERSION ANALYTICS FOR B2B SAAS
User flow analysis that shows exactly where your buyers drop off — and why
Heatmaps, session recordings and funnel analysis mapped to GA4 — plus the fix, shipped by the same team that built the tracking, not a PDF for your dev queue.
5.0 · 15+ reviews from
Michal Glinka
Marketing Consultant & Project Manager
You'll meet me — not a sales rep. I check your GA4 and tags before every call.
- B2B teams in Oslo, Stockholm, London and NYC
Trusted by B2B teams that measure marketing in revenue
The situation
You have the traffic. You don’t have the answer for why it doesn’t convert.
Your website copy doesn't convert; visitors bounce straight off your service pages.
You're generating leads, but they never convert to sales — MQLs that sales calls "worthless."
Your GA4 data is a mess, so nobody can say with confidence which step is losing people.
You can't tell which marketing channel is actually driving revenue, only which one is driving clicks.
You've already redesigned once, on a guess. The number didn't move.
Why Growston
Most agencies stop at the report. We ship the fix.
A typical CRO/analytics vendor
- Sends a heatmap screenshot and calls it insight
- Reports "conversion rate: 0.8%" with no explanation
- GA4 events are a mess nobody fully trusts
- Recommendations sit in a slide deck
- Optimizes the one page you asked about
Growston
- Ships the actual fix, because we're also the web development team
- Names the exact step buyers abandon, with the session recording that shows it
- Rebuilds the funnel tracking so every drop-off number is provable, not guessed
- Ships as tickets your dev team — or ours — can implement this sprint
- Maps the full buyer journey, because the leak is rarely on the page you suspect
What we do
Everything we deliver
User Flow & Conversion Mapping is Growston’s analytics service that combines heatmaps, session recordings and GA4-mapped funnel analysis to show exactly where B2B buyers abandon a page — and ships the fix instead of just the finding.
Heatmap & click-map analysis
Aggregated click, scroll and move maps across your highest-traffic and highest-intent pages — homepage, pricing, key service pages, forms
Session recording review
A structured review of real visitor sessions on the pages losing the most conversions, watched and tagged by a strategist, not summarized by a tool alone
Funnel & drop-off analysis
Step-by-step funnel breakdown from first visit to form submission or signup, mapped to GA4 events, showing exactly where the biggest share of visitors leave
User journey mapping
A visual map of the paths real buyers take across your site — including the dead ends and loops a funnel report alone never shows
Conversion hypothesis backlog
Findings converted into a prioritized (ICE/RICE) backlog of testable fixes, ranked by expected pipeline impact
Funnel & event tracking setup
GTM and GA4 configuration for every step in the mapped funnel, so next month's report doesn't need another manual audit to trust it
How it works
From first call to first results in four steps
Every step produces something you keep — whether or not you continue with us.
01
Audit
Review of existing tracking, heatmap/session tools (or the lack of them), and the funnel as it actually behaves — not as the dashboard claims it does
You receive
A written findings document naming the exact steps where visitors drop off, and the quick wins — yours to keep either way
02
30/60/90 plan
A sequenced plan connecting the audit to an instrumentation and testing roadmap, scoped to the pages and funnels carrying the most pipeline
You receive
A prioritized (ICE/RICE) roadmap your CEO or Head of Growth can read in five minutes
03
Build & launch
Heatmaps, session recording and GA4 funnel events get configured and shipped by the same team — not handed off as a spec to your dev backlog
You receive
A live, working instrumentation layer, not a research report waiting on engineering
04
Optimize & report
Ongoing session-recording review, monthly reporting on where drop-off is moving, and a quarterly review where you can challenge the backlog
You receive
A live dashboard plus a written narrative — what changed, why, what's next
Let's meet
Meeting first, written proposal within 3 business days.
How the first meeting works
We do the homework before we meet
We analyze your site before we meet — so the conversation starts at your numbers, not at zero.
Before the meeting: We review what's public about your marketingsite, positioning, search visibility — before we meet.
In the meeting: 30 minutes on your growth target, what's missing, and what we'd change. Not a pitch deck.
After: A written proposal within 3 business daysscope, price, and the outcomes we'd commit to. Yours to keep either way.
No marketing function yet? The meeting covers structure, budget bands, and a realistic build timeline.
Pre-Meeting Audit
| PageSpeed | 45/100 |
|---|---|
| Core Web Vitals | Failed |
| Index Coverage | 78% |
| Crawl Budget | Optimized |
Results
Real results from client accounts
Transparency
What your monthly report looks like
A live dashboard plus a written narrative — what changed, why, and what’s next. No forty-slide decks.
Clients
What B2B teams say about Growston
What you get
What you get, month by month
-
Full heatmap, click-map and scroll-map audit across the pages you choose
-
Structured session recording review with tagged friction points
-
Funnel and drop-off analysis mapped to GA4 events
-
Written findings document naming friction points and quick wins — yours to keep either way
-
Prioritized (ICE/RICE) test backlog tied to expected pipeline impact
-
GA4 and GTM configuration wherever tracking gaps exist
The alternatives
The honest comparison
| Growston | In-house hire | Big traditional agency | Freelancer / solo fractional CMO | |
|---|---|---|---|---|
| Cost | Fixed-scope, mid-market pricing for senior delivery | €400K–€800K/yr in salary, recruiting and ramp | Expensive, top-heavy pricing for work spread thin across clients | Cheap but capped, or strategy with no execution capacity |
| Time to value | Weeks — audit to a working instrumentation layer | 3–6 months hiring, plus ramp | Slow — briefs handed to juniors, fragmented internally | Fast to start, but no system behind the finding |
| Strategy + execution together | Yes — one team maps the funnel and builds the fix | Depends entirely on who you hire | Rarely — research and build sold as separate line items | No — you still need someone to ship the fix |
| After launch | Runs, tests and improves the funnel monthly | Maintenance mode | Account handed off to juniors | Unreliable continuity |
Fit check
Who this is for — and who it is not
Not a fit if you…
- You need results in 30 days
- Your site is brand new with zero traction
- Want a one-off heatmap screenshot with no intent to act on it
Good fit if you…
- You sell B2B and your buyers search before buying
- Have GA4 events in place, but nobody on the team fully trusts the funnel numbers they show
- Want the diagnosis and the fix from the same team, not a heatmap screenshot forwarded to a dev queue
The people on your account
Named senior strategists — not „our team”
You meet the people who will run your analysis before you sign. They stay on it after.
Michal Glinka
Dedicated Marketing Director
Sets growth strategy, prioritizes channels, and owns performance outcomes.
Tomasz Nowak
Project Manager
Controls timelines, deliverables, and keeps execution on track.
Anna Kowalczyk
Brand Strategist
Aligns positioning, offers, and messaging to market demand.
FAQ
Before you ask
What is user flow analysis, and how is it different from a standard GA4 report?
User flow analysis maps the actual paths visitors take through your site — where they hesitate, loop back, or leave — using heatmaps, session recordings and funnel data mapped to GA4 events. A standard GA4 report shows page-level numbers; this shows the behavior behind them.
We already have Hotjar or Microsoft Clarity installed. Do we need this service?
Having the tool installed isn’t the same as someone watching the recordings, reading the heatmaps against your funnel, and turning the findings into a prioritized fix list. That gap is what this service closes.
Will you also fix the problems you find, or just report on them?
Both. Growston ships the redesigns, landing pages and tracking fixes the findings point to — because we’re also the engineering and design team.
How does this connect to GA4 and Google Tag Manager?
Every funnel step mapped in this service is tied to a GA4 event, configured through Google Tag Manager where needed, so the drop-off percentages in your report are provable, not estimated.
We're mid-redesign already. Is it too late to run this?
It’s a better time than after launch — findings are far cheaper to fold into a redesign in progress than to retrofit once the new site is live.
What does the first deliverable look like?
A written findings document naming the specific steps where visitors drop off, with the heatmap and recording evidence behind each finding — yours to keep either way.
Can this work alongside our existing SEO or paid agency?
Yes. This service maps behavior on the traffic you already have; it doesn’t require replacing whoever is driving that traffic to the site.
Next step
Book a meeting. Get a proposal.
- 30-minute call with a senior strategist
- Written proposal within 3 business days
- Scope, price, OKRs — no obligation
Michal Glinka
Marketing Consultant & Project Manager
Let's meet
Fill in the details and we will prepare a written proposal within 24 hours.