Conversion Friction Calculator

People can show genuine interest in your business without becoming customers. Sometimes the problem isn't a lack of interest. It's something that makes the decision harder. Explore the possible commercial opportunity in making it easier for interested people to take the next step.

1

Let's understand your numbers

Use your average monthly figures. Estimates are fine if you don't have exact numbers.

Include people who request information, a quote, consultation or booking.
Count customers from those enquiries, not all customers from every source.
Use the initial purchase, booking or service value — not lifetime value.
Your approximate gross margin after direct costs of delivering the service.
2

Now, let's look at the buying experience

These questions help explore where a prospective customer might hesitate. Choose the answers closest to your experience.

Your buying journey snapshot

Your current completion rate

0%

The share of serious enquiries that become paying customers.

What your numbers reveal

Serious enquiries each month 0
Customers gained 0
Enquiries that don't proceed 0
Revenue represented by non-completions $0

The revenue figure is an illustrative value based on the average revenue per customer. It is not lost revenue: some people may never have purchased, even if the process were easier.

What if more people completed the journey?

These scenarios show what a small improvement in your completion rate could mean. They are examples, not predictions.

A 5 percentage-point improvement

A 10 percentage-point improvement

The scenarios are limited to the number of enquiries that currently don't become customers. They assume the same average revenue and gross margin, and do not account for extra delivery capacity or operating costs.

What might be making the decision harder?

Your answers point towards areas worth investigating. They do not prove why a particular customer chose not to buy.

Go beyond the numbers

Find out what is happening in the minds of your customers.

The numbers show where an opportunity may exist. The next step is understanding what people need to notice, believe and feel before they choose your business.

Market to Mind's Behavioral Marketing Blueprint helps identify potential barriers in your customer journey and opportunities to improve the way your marketing works.

Get Your Behavioral Marketing Blueprint — $699

A note about these estimates: This calculator uses the figures you provide. It assumes that the enquiries and customers are measured over the same period and relate to the same buying journey. Revenue is not profit, and gross profit is not net profit. The scenarios are illustrative, not forecasts or guarantees. Behavioural interpretations are possible explanations to investigate, not diagnoses of customer behaviour.