Why count visitors?
Sales results and analyses tell us a great deal about the performance of individual salespeople, stores or the entire company — but they don't show us how many potential sales we missed because:
- too few staff were scheduled
- we don't know the real impact of marketing campaigns
- we're not yet aware which of our stores are losing or gaining footfall
- we're satisfied with results even though we have capacity to do much better
- sales staff and stores are not reaching their expected conversion rate
Conversion rate
The CONVERSION RATE tells us what share of visitors we turned into a purchase. If we made 8 transactions out of 100 visitors, our conversion rate is 8%. Even a small increase in conversion rate results in a noticeable rise in revenue. Raising conversion from 8% to 10% means only 2 extra transactions per 100 visitors — yet at the same average transaction value, that is a full 25% increase in turnover.
