Marketing & agency
Agency Website Conversion Rate Calculator
Works website conversion, where traffic quality explains most changes.
Result
Splitting the funnel matters because the fix differs at each step. A poor answer rate is a staffing problem, a poor booking rate is a scripting problem, and a poor win rate is usually a price or trust problem.
Get a Free Business AuditHow the calculation works
Conversions divided by sessions, segmented by source where possible, with the value of the conversions shown. Segmentation is what makes the figure usable, since an aggregate rate moves with traffic mix and tells you nothing about whether the site changed.
What moves the number
- Traffic source and intent.
- Device, since mobile and desktop convert differently.
- Form length and friction.
- Page speed.
Where this one goes wrong
An aggregate conversion rate moves when the traffic mix changes, which means a site can improve while the rate falls and vice versa, and segmenting by source and device is the only way to separate the two. Page speed is the other factor people underrate: a slow page loses visitors before they see anything, and the effect is larger on mobile connections than desktop testing reveals.
Before you quote
- Segment by source and device before drawing conclusions.
- Test page speed on mobile connections, not just desktop.
- Reduce form fields to what is genuinely needed.
Questions
About this calculator
Why did my conversion rate change without any site changes?
Traffic mix. An aggregate rate moves when the sources change, so a site can improve while the rate falls. Segmenting by source and device is the only way to separate a site change from a traffic change.
Does page speed affect conversion?
Substantially, and more than desktop testing suggests, because visitors leave before seeing anything. The effect is larger on mobile connections, which is where a growing share of traffic arrives for most businesses.
How many form fields is too many?
More than you genuinely need at that stage. Every additional field costs completions, and fields collected for convenience rather than necessity are the ones to remove first. The information can be gathered in the conversation that follows.
The formula
each step = that step / the step before it; overall = jobs / enquiries
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Free to embed. Paste this where you want it to appear. It stays up to date automatically because it loads from BDEVY.
Please keep the attribution line. It is the only thing we ask in return.
How to use this calculator
- Enquiries. Enter your own figure; the page starts at 100.
- Answered or returned. Enter your own figure; the page starts at 82.
- Booked an appointment. Enter your own figure; the page starts at 55.
- Became paid jobs. Enter your own figure; the page starts at 33.
- Average job value ($). Enter your own figure; the page starts at $3,800.
The result updates as you type, so you can try a figure, see what it does to enquiry to job, and change it back. Nothing you enter is sent anywhere or saved.
A worked example
These are the figures the calculator opens with. Every number in the results column below is produced by the same calculation the page runs, so you can follow it through before putting your own figures in.
What goes in
| Input | Value |
|---|---|
| Enquiries | 100 |
| Answered or returned | 82 |
| Booked an appointment | 55 |
| Became paid jobs | 33 |
| Average job value | $3,800 |
What comes out
| Result | Value |
|---|---|
| Enquiry to job main result | 33.0% |
| Answered | 82.0% |
| Answered to booked | 67.1% |
| Booked to won | 60.0% |
| Value of what fell through | $254,600 |
33.0% of enquiries become jobs. The biggest drop is worth finding: 82.0% get answered, 67.1% of those book, 60.0% of those buy. The ones that fell through were worth $254,600.
How sensitive the answer is
Holding everything else steady and changing only average job value, this is what happens to enquiry to job. It is worth knowing which of your inputs the answer actually hinges on, and which barely move it.
| Average job value ($) | Enquiry to job |
|---|---|
| $1,900 | 33.0% |
| $2,850 | 33.0% |
| $3,800 example above | 33.0% |
| $5,700 | 33.0% |
| $7,600 | 33.0% |
Every other input is held at the example value while this one changes, which is not how a real job behaves. Treat it as a guide to which number matters most, not as five separate quotes.
What each figure means
- Enquiries
- A number, between 0 and 100000, starting at 100.
- Answered or returned
- A number, between 0 and 100000, starting at 82.
- Booked an appointment
- A number, between 0 and 100000, starting at 55.
- Became paid jobs
- A number, between 0 and 100000, starting at 33.
- Average job value ($)
- A money amount, starting at $3,800.
What the results tell you
| Result | What it is |
|---|---|
| Enquiry to job | The headline result. A percentage. |
| Answered | A percentage. |
| Answered to booked | A percentage. |
| Booked to won | A percentage. |
| Value of what fell through | A money figure. |
Attribution is the weak link
Return and cost-per-lead figures depend on knowing which enquiries came from which source, and most home-services businesses do not track that reliably. If the source data is guesswork, so is the return.
Estimating is the easy part
The jobs you never hear about cost more than the ones you mis-measure. BDEVY builds the marketing, systems and automation that bring them in.