Landscaping
Landscaping Conversion Rate Calculator
See what share of enquiries become quotes and what share of quotes become customers.
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 AuditWhat moves the number
- Response speed, which in the spring rush is decisive.
- Whether the enquiry is within the service area.
- Quote to customer conversion.
Where this one goes wrong
Measuring from the quote onward. In the spring rush the biggest loss is enquiries that were never responded to, which is a capacity problem at exactly the moment the business is busiest.
Questions
About this calculator
Where are landscaping enquiries lost?
In spring, at the first response. Demand concentrates into a few weeks and enquiries go unanswered precisely when the phone rings most, which is the most expensive time to lose them.
How do I handle the spring rush?
Plan for the response capacity in advance, not the crew capacity. The enquiries arrive weeks before the work does, and losing them is permanent for that season.
Should out of area enquiries be counted?
Separately. Including them depresses the conversion figure and hides how well you convert enquiries you could actually serve.
The formula
each step = that step / the step before it; overall = jobs / enquiries
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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 $340.
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 | $340 |
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 | $22,780 |
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 $22,780.
How sensitive the answer is
Holding everything else steady and changing only average job value, this is what happens to enquiry to job. It is worth knowing which of your inputs the answer actually hinges on, and which barely move it.
| Average job value ($) | Enquiry to job |
|---|---|
| $170 | 33.0% |
| $255 | 33.0% |
| $340 example above | 33.0% |
| $510 | 33.0% |
| $680 | 33.0% |
Every other input is held at the example value while this one changes, which is not how a real job behaves. Treat it as a guide to which number matters most, not as five separate quotes.
What each figure means
- Enquiries
- A number, between 0 and 100000, starting at 100.
- Answered or returned
- A number, between 0 and 100000, starting at 82.
- Booked an appointment
- A number, between 0 and 100000, starting at 55.
- Became paid jobs
- A number, between 0 and 100000, starting at 33.
- Average job value ($)
- A money amount, starting at $340.
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. |
Seasonality is not in this
Coverage and material figures assume the area you enter. Slope, access for machinery, existing growth and the time of year all affect both quantity and labour, and none of them appear in a calculation like this.
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.