Here are a few factors I would look at:

- Mobile Friendly
- Page Load Speed Testing
- Competitor Analysis
- Typical Industry Conversion Rates

A few other things to look at I would recommend would be:

- Look at insights/data from companies that do a lot of testing with different designs and conversion rates. Sources such as Unbounce and Neil Patel - https://blog.kissmetrics.com/color-psychology/ - are good.
- Check out A/B testing software as you could perhaps start running tests on different things to get support for the need for a redesign.

Also, don't forget to look at SEO factors. I hope this help. Feel free to give me a call if you'd like to discuss in greater detail.

I would definitely take the simple approach, if you can prove them that you new concept (design, features, fonts, colors, etc... ) gets them more business, they won't care about anything else.

What normally stands between a redesign and a previous one is the business owner ego. I mean they want the color they like, the font they like, the pictures they like and the millions of useless menus they think they need...

But if you make them understand it is not about them, but their clients and ultimately this new concept brings them new clients you'll win the battle easily.

I hope you find this insight useful, if so upvote my comment and share if you think someone else might benefit.

let me know if I can be of further assistance.

This is exactly the right mindset — being data-driven about design changes is what separates UX decisions that stick from ones that get reversed six months later when a new stakeholder walks in. I've worked on business intelligence and reporting across B2B enterprise environments, and the approach for proving UX value is very similar to how you'd present any project ROI.

Here's how I'd structure it:

1. Define your KPIs before you present anything
Stakeholders in a B2B hardware company care about pipeline and revenue, not bounce rates. Translate your UX metrics into business outcomes:
- Lead generation: Are more visitors filling out contact forms or requesting demos?
- Time-on-site for product pages: Are prospects spending more time evaluating products (which correlates to intent)?
- Self-service navigation: Can distributors/resellers find spec sheets and datasheets faster? (Reduces support burden)
- Return visits: B2B buying cycles are long — are more people coming back?

2. Set up a proper pre/post comparison baseline
If the new site is already live, make sure you have at least 4–8 weeks of comparable data on both the old and new site before drawing conclusions. Seasonality matters. Use Google Analytics 4 or whatever analytics platform you have and segment the data by traffic source and user type.

3. Use qualitative data alongside quantitative
Heatmaps (Hotjar, Microsoft Clarity — which is free) and session recordings are powerful for stakeholders who are visual. Showing them that users on the old site couldn't find the product configurator, versus on the new site they get to it in 2 clicks, lands differently than showing a 15% improvement in time-on-page.

4. Build a simple BI dashboard for ongoing visibility
If you want this to be sustainable and not a one-time presentation, pull your analytics into a Power BI or Google Looker Studio dashboard and give stakeholders live access. When they can see the numbers themselves, they become invested in the success of the redesign rather than skeptics of it.

5. Frame it as a business case, not a design case
Avoid phrases like "better visual hierarchy" or "improved UX flow." Instead say: "The redesigned product pages increased demo request submissions by X% in the first 6 weeks, which based on our average deal size represents $Y in potential pipeline."

That framing works in any B2B boardroom. Happy to discuss specific metrics setup or dashboard design if you want to jump on a call.