Conversion Rate Calculator
Stage-by-stage funnel conversion, plus what a few points are worth in dollars.
Your numbers
Your result
- Contact rate
- 84.3%
- Appointment rate
- 69.5%
- Quote rate
- 90.2%
- Close rate on quotes
- 44.6%
- Overall lead-to-sale conversion
- 23.6%
- Revenue in this period
- $59,400
- Gross profit in this period
- $24,948
- Revenue added by +5 points overall
- $12,600
- Gross profit added
- $5,292
- Value of a single conversion pointGross profit gained per 1 percentage point of overall conversion, at this lead volume.
- $1,058
23.6% of leads become customers — weakest stage: quote → sale
Your quote → sale stage converts at 45%, which is where the money is hiding. Every point of overall conversion is worth about $1,058 in gross profit at your current lead volume — which is why fixing the funnel is almost always cheaper than buying more leads.
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What this number actually tells you
Conversion rate is usually reported as one number, which hides where the problem is. A lead that's never reached and a quote that's lost on price are two completely different failures, and they need completely different fixes.
Break it into stages: did you reach them, did you get an appointment, did you deliver a quote, did they buy. The weakest stage is your project. Everything else is noise.
The dollar figure at the bottom matters most. Once you know what a single point of conversion is worth, you can compare fixing the funnel against buying more leads — and the funnel almost always wins.
How the math works
- 01Contact rate = leads reached ÷ total leads. Appointment rate = appointments ÷ leads reached.
- 02Quote rate = quotes delivered ÷ appointments. Close rate = jobs sold ÷ quotes delivered.
- 03Overall conversion = jobs sold ÷ total leads. It equals the product of every stage rate.
- 04Value of one conversion point = leads × 1% × average ticket × gross margin %.
- 05Revenue from an improvement = (leads × new overall % − current sales) × average ticket.
What to do with the answer
- Measure all four stages every month. If you only track lead-to-sale, you can't fix anything.
- Fix the weakest stage first, and only that one, so you can tell whether the change worked.
- Contact rate is usually the cheapest win: it's a speed and persistence problem, not a skill problem.
- Track close rate by estimator and by lead source. The spread tells you whether you have a training problem or a lead-quality problem.
Want someone to read these numbers with you?
The Growth Assessment is a 30-minute conversation about what your numbers are telling you and what to fix first. No pitch deck, no PDF.
Schedule Your Growth Assessment Or call (737) 888-0415Questions owners ask about this
What is a good lead-to-sale conversion rate?
For most home service and trade businesses, 20–35% of total leads becoming customers is healthy, with 40–60% close rates on delivered quotes. Below 15% overall, the loss is usually happening before the quote — in speed of response and appointment setting.
Should I improve conversion or generate more leads?
Conversion, nearly always first. It costs nothing, works immediately, and improves the return on every lead you already pay for. Buying more leads to feed a leaky funnel just increases the cost of the leak.
Why is my close rate high but revenue low?
Usually because you're only counting quotes you delivered, and the losses are happening earlier — leads never reached, appointments never set — or because your average ticket is too low. Check the earlier stages and your pricing.
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