How do I measure website ROI when buyers aren't filling out our forms?

Why can’t we rely on form-fills to measure website ROI anymore?

B2B buyers increasingly avoid forms, preferring to self-educate anonymously. TrustRadius reports that 87% of buyers want vendors to offer more self-serve exploration before talking to sales (Source: TrustRadius B2B Buying Disconnect). Meanwhile, Gartner estimates that 83% of the buying journey now happens digitally before reaching out (Source: Gartner Future of Sales).

This means form submissions represent a shrinking percentage of true buying intent. High-value accounts often research extensively—pricing pages, product explainer videos, comparison content—without ever identifying themselves. Measuring ROI today requires looking at behaviour, not just identity.

The goal is to track progress, interest, and momentum across the journey, even when visitors stay anonymous.

What behavioural metrics indicate ROI when buyers remain anonymous?

Anonymous behaviour can be more predictive than form fills because it shows what buyers are actually doing—not just what they’re willing to submit. Wistia’s research shows that video engagement correlates strongly with purchase readiness (Source: Wistia Video Engagement Report). Combined with journey progression, these create a reliable ROI signal.

Key metrics that matter:

• Engagement depth: How long visitors spend with videos, pages, or flows.
• Branch choices in interactive video: Role, problem, or use-case selections.
• Repeat visits: One of the strongest indicators of rising intent.
• Pricing exploration: Buyers who explore pricing behave very differently from top-of-funnel visitors.
• CTA interactions: Clicking into product tours, ROI calculators, or technical docs.

These behaviours reveal readiness, interest, and momentum—giving you the basis for ROI measurement.

How do we connect anonymous behaviour to account-level ROI?

Even without forms, tools like 6sense, Clearbit Reveal, and first-party analytics can identify which companies are engaging. They use privacy-safe signals like IP ranges, firmographics, and behavioural clustering. Forrester found that behavioural intent is 3x more predictive of pipeline creation than traditional lead scoring (Source: Forrester Behavioural Intent Study).

Examples of account-level insights that show ROI:

• High-fit accounts repeatedly exploring your pricing or product pages.
• Multiple users from the same company navigating different branches of a video flow.
• Increased engagement following paid campaigns or outbound sequences.
• Accounts moving from awareness pages to mid-funnel or technical content.

This helps teams prove which campaigns, pages, or assets are influencing pipeline—even before a buyer fills anything out.

How do interactive video journeys make ROI easier to measure?

Interactive video offers structured, high-signal behavioural data that text and static video can’t capture. Instead of guessing what resonated, you see exactly which roles, problems, and stories buyers choose. This creates an intent layer that’s trackable and attributable.

ReelFlow captures:

• Role selection – CMO, CFO, RevOps, AE, IT.
• Problem selection – clarity, conversion, engagement, pipeline.
• Journey depth – number of clips and branches watched.
• CTA actions – demo, pricing, product tour, documentation.

These signals make it easier to show how website content moves buyers closer to a decision—even without identification.

What frameworks help calculate website ROI in a no-form world?

You can quantify website ROI using a progression-based model:

• Step 1: Consumption – Are visitors engaging with the content?
• Step 2: Progression – Are they moving deeper into the journey?
• Step 3: Activation – Are they taking high-intent actions?
• Step 4: Influence – Are these behaviours linked to pipeline from known accounts?

Example: If 40% of high-fit accounts engage with your interactive homepage video, 25% explore product paths, and 12% click into pricing, you can quantify website ROI through influence and progression—even without a form.

McKinsey reports that companies using behavioural and progression-based measurement see 2x higher accuracy in pipeline attribution (Source: McKinsey B2B Analytics Study).

FAQ

Is it possible to measure ROI without any form fills?

Yes. Behavioural intent, account-level engagement, and progression metrics provide a reliable picture of ROI.

How do we prove ROI to leadership?

Show how anonymous engagement correlates with account progression and pipeline influence.

Do interactive videos count as conversion events?

Yes—branch choices and CTA clicks are strong indicators of intent and readiness.

What’s the most predictive indicator of ROI?

Repeated engagement from high-fit accounts, especially on pricing or deep product content.