Conversion Ratio calculates based on how many times a lead converted. Meaning, did the inquiry convert to an appointment, did an appointment convert to a presentation, and did the appointment or presentation convert to a sale, etc. This reporting option looks at an overall conversion amount, rather than taking into consideration how many times you had to set an appointment to close the sale, it also looks at did this inquiry sell or did it not sell. Did it convert to the next “step” (ex: inquiry to appointment to confirmed to presentation to sold) or did it not?
Let’s say for example Ms. Natasha Romanova met you at a home show. She scheduled an appointment, but then cancelled that appointment two days before it was scheduled to happen. She set another appointment at a later date in which a salesperson was able to complete a presentation, but she didn’t buy. Another appointment was set for a week later, where the salesperson completed a second presentation and she purchased at that time.
Conversion Ratio numbers will tell us that there was one inquiry, and that one inquiry converted (this is the important term) to an appointment, so the appointment count is one. Even though there were two presentations, the inquiry converted to a presentation once so the presentation count would be one. And it converted to a sale once, so the job count would be one. Your report would look like this:
The theory behind conversion ratio reporting is that an inquiry can only convert to an appointment, presentation, or sale once. This is particularly handy when looking at raw leads and what happened to them – you’ll be asking the question, “what happened with my leads?” Conversion ratio tells us that of the leads you received, this is the percentage/count of them that converted to an appointment, and of those appointments, this is the percentage/count of those that converted into a presentation, etc.
TOTAL NUMBERS: This is a new reporting option. Some companies prefer to look at the total number of times an appointment was run and calculate the effectiveness of their business based on everything that has happened with an inquiry.
Total Numbers calculates ALL of the numbers available in the system. This means if three appointments were set, the count will be three in the report. This option can lead to percentages that are over 100%. For example: if you choose to show Inquiry to Appointment Set on your report and you have one inquiry, but three appointments, your percentage will be 300%.
Let’s take the same example from above. Ms. Natasha Romanova met you at a home show. She scheduled an appointment, but then cancelled that appointment two days before it was scheduled to happen. She set another appointment at a later date in which a salesperson was able to complete a presentation, but she didn’t buy. Another appointment was set for a week later, where the salesperson completed a second presentation and she purchased at that time.
Total Numbers reporting tell us that there was one inquiry, you set three appointments from that inquiry, you had two presentations, and it sold once. Your report would look something like this:
For more information see the Cheat Sheet For The Detailed Reports: https://static.marketsharpm.com/BYOR.pdf