First thing you would usually use as a means to analyze your site's performance is traffic.
With time you realize that buying clicks as cheap as possible is in most cases not enough to make sure that your web site contributes to your real business goals and objectives.

This is when you start thinking about conversion.

Whether an E-shop or a B2B scenario you urge to convert your traffic into something you can monetize upon. In rare cases traffic is enough say if you sell advertising and make most of your online money out of it.
However, this is obviously not your case (otherwise we recommend our publisher solutions section).
We at Internet Projects take the time and effort to analyze what can potentially work better on your web site and make sure that higher percentage of your site visitors actually act meaningfully.
Of course there's no 'shaman' or 'zombie' undercover technologies involved.
We simply help you align your web site and its promotional efforts to your company's business objectives and your target audience' demands.