DirectSite · Built before you buy

What could a better enquiry rate be worth?

Model your enquiry value

Use your own numbers to compare the potential revenue associated with two website enquiry rates. This calculator models scenarios; it does not predict traffic or promise a return. Enter monthly visitors, enquiry rates, a close rate and average customer revenue. Add project cost and gross margin to estimate contribution and a simple payback period.

By DirectSite · Reviewed

What the calculation means

Expected enquiries equal visitors multiplied by enquiry rate. Expected customers equal enquiries multiplied by close rate. Potential revenue equals customers multiplied by average customer revenue. The difference between the two scenarios is multiplied by your gross margin assumption to estimate incremental contribution. The model allows fractional expected customers because it describes an average scenario rather than a list of actual sales.

What it leaves out

The calculation holds visitor numbers and close rate constant. It excludes repeat purchases, tax, seasonality, capacity constraints and any costs not represented in the gross margin assumption. Payback divides project cost by positive incremental monthly contribution. If the difference is zero or negative, the calculator does not show a finite payback period. Replace the sample inputs with actual business data before using it in a decision.

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