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What would a better conversion rate be worth?

Enter your visitors, your conversion rate and an improvement you want to model. The calculator shows what it would mean in enquiries, qualified leads and money.

It is a scenario calculator, not a forecast. It does the arithmetic on your assumptions and shows every one of them, so you can see how much the answer depends on each.

Scenario, not a forecast

Conversion opportunity scenario calculator

Put in your own figures to see what a given improvement in conversion rate would mean in enquiries, qualified leads and money, if every other assumption held. It shows the size of the question. It cannot tell you what will happen.

Visits to the page or journey you would change. Leave out traffic that could never enquire.

Stored enquiries divided by eligible visitors.

Your assumption, not our prediction. Try a cautious figure and an optimistic one.

Leave blank if you have not counted this yet.

Your close rate on genuine leads.

What a typical sale is worth after the direct costs of delivering it.

Your figures stay in this page. Nothing is sent or stored, and there is no sign-up.

Enter your figures to see the scenario

  • Start with visitors and conversion rate. Leave blank anything you do not know: the calculator will say what to measure.

Read this first. The result is arithmetic on your assumptions. It is not a forecast, an Indexify result or a promise. It assumes lead quality and close rate stay the same, and they may not: a change that brings more enquiries can bring weaker ones.

Have the assumptions checked in a conversion audit

How the sums work

  1. Enquiries now = visitors × conversion rate.
  2. Extra enquiries = visitors × conversion rate × relative improvement.
  3. Extra qualified leads = extra enquiries × share that are a genuine fit.
  4. Extra contribution = extra qualified leads × close rate × contribution per sale.

A relative improvement of 20% on a 2% conversion rate takes it to 2.4%. That is a change of 0.4 percentage points, not 20 points. The two are often confused, and the difference is large.

Worked example with invented figures

2,000 eligible visitors at a 2% conversion rate is 40 enquiries a month. A 20% relative improvement would make that 48, which is 8 more. If half of those are a genuine fit, that is 4 extra qualified leads. If one in five becomes a customer, that is 0.8 of a sale a month. At £2,000 contribution per sale, the scenario is worth £1,600 a month.

Nobody measured these figures. They show the arithmetic, and the fractional sale is normal: it is an average over time, not a count.

How to use the result

The useful number is rarely the headline. It is how much the headline moves when you change one assumption. Halve the improvement, or halve the share of enquiries that are a genuine fit, and see whether the work would still be worth doing.

Three things the calculator cannot know:

  • Whether the improvement is achievable. The improvement is your assumption. Nothing on this page predicts it.
  • Whether lead quality holds. A shorter form can bring more enquiries and weaker ones. The sums assume the mix stays the same.
  • Whether your starting figures are right. If the enquiries in your analytics do not match the enquiries that arrived, every line below them is wrong too.

If you are deciding between an audit and an A/B test, the audit-or-test decision aid estimates how long a test would need to run on your numbers.

For the service behind the tool, see conversion rate optimisation, conversion rate optimisation in Manchester or what it costs.

Guides for your next decision

Conversion optimisation for low-traffic B2B websites Test your enquiry form end to end