Marketing & agency
Lead Conversion Rate Calculator
Works lead conversion, where qualification changes the whole picture.
Result
The value of uncontacted leads assumes they would have converted at the same rate as contacted ones. In practice uncontacted leads skew slightly worse, but never to zero, which is the point.
Get a Free Business AuditHow the calculation works
Leads converted to customers divided by leads received, with the value of what did not convert. The rate depends heavily on what counts as a lead, since a loosely defined lead pool produces a low rate and a tightly qualified one a high rate from the same business.
What moves the number
- How a lead is defined and qualified.
- Response speed to the lead.
- Lead source, which affects conversion substantially.
- Whether the lead was exclusive.
Where this one goes wrong
Response speed dominates lead conversion in most businesses, because a prospect who has enquired is in a short window of intent and the first substantive reply wins a disproportionate share, which means minutes matter more than any improvement to the sales conversation. Measure time to first response. Conversion also varies enough by source that one blended rate hides which sources work, and that is the cut that changes spending decisions.
Before you quote
- Measure time to first response as its own metric.
- Track conversion rate by lead source.
- Define what qualifies as a lead and apply it consistently.
Questions
About this calculator
What improves lead conversion most?
Response speed. A prospect who has enquired is in a short window of intent, and the first substantive reply wins a disproportionate share, which means minutes matter more than any improvement to the sales conversation itself.
Why does my conversion rate look low?
Frequently because the lead definition is loose. A pool including every form fill produces a low rate while a qualified pool produces a high one from the same business, so the definition matters as much as the performance.
Should conversion be tracked by source?
Yes, because it varies enough between sources to change spending decisions. A blended rate hides which sources produce customers and which produce volume, and the two frequently point in opposite directions.
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Please keep the attribution line. It is the only thing we ask in return.
How to use this calculator
- Leads received. Enter your own figure; the page starts at 300.
- Leads actually contacted. Enter your own figure; the page starts at 240.
- Quotes issued. Enter your own figure; the page starts at 150.
- Jobs won. Enter your own figure; the page starts at 54.
- Average job value ($). Enter your own figure; the page starts at $1,100.
The result updates as you type, so you can try a figure, see what it does to lead to job conversion, 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 |
|---|---|
| Leads received | 300 |
| Leads actually contacted | 240 |
| Quotes issued | 150 |
| Jobs won | 54 |
| Average job value | $1,100 |
What comes out
| Result | Value |
|---|---|
| Lead to job conversion main result | 18.00% |
| Leads contacted | 80.00% |
| Contacted to quoted | 62.50% |
| Quoted to won | 36.00% |
Only 80.00% of your leads get contacted at all. The 60 that do not are worth roughly $14,850 at your current close rates.
How sensitive the answer is
Holding everything else steady and changing only average job value, this is what happens to lead to job conversion. It is worth knowing which of your inputs the answer actually hinges on, and which barely move it.
| Average job value ($) | Lead to job conversion |
|---|---|
| $550 | 18.00% |
| $825 | 18.00% |
| $1,100 example above | 18.00% |
| $1,650 | 18.00% |
| $2,200 | 18.00% |
Every other input is held at the example value while this one changes, which is not how a real job behaves. Treat it as a guide to which number matters most, not as five separate quotes.
What each figure means
- Leads received
- A number, between 0 and 10000000, starting at 300.
- Leads actually contacted
- A number, between 0 and 10000000, starting at 240.
- Quotes issued
- A number, between 0 and 10000000, starting at 150.
- Jobs won
- A number, between 0 and 10000000, starting at 54.
- Average job value ($)
- A money amount, starting at $1,100.
What the results tell you
| Result | What it is |
|---|---|
| Lead to job conversion | The headline result. A percentage. |
| Leads contacted | A percentage. |
| Contacted to quoted | A percentage. |
| Quoted to won | A percentage. |
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.
Keep going
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