Website Traffic To Sale Benchmark Calculator

Using the sliding bars on the left, you can use industry benchmarks to figure out how much traffic will result into sales. The sliders are set to benchmarks one should aim to hit, and range from poor to excellent. All calculations below based off of organic search traffic. Scroll down for more instructions and item descriptions.

How To Use This Tool

Many agents don’t completely understand how to figure out if they are getting every dollar out of their website. This is a big mistake!

Just because a website is getting traffic, doesn’t mean it’s profitable. In the same way, just because you’re getting leads doesn’t mean you’re making money. The entire funnel from top to bottom has be working at maximum efficiency for you to generate the greatest ROI for your agency.

Using this tool will help you not only find out if there are kinks in your funnel, but will show you where those bottlenecks are so you can open the doors of revenue. That is, in the end, the name of the game.

Here is how the tool works:

Begin by entering in the amount of organic traffic entering your website. This is what all future calculations are based off of. NOTE: Pay per click and social media traffic yield entirely different results, on average.

Go through, line by line, and modify the different variables to see how it affects the entire funnel. They all work independently, where the middle represents industry averages. You can use the slide bar by clicking and dragging it, or manually enter a number into the field next to it.

Here is what each variable means:

  1. Conversion – This is the percentage of traffic your website turns organic traffic into a lead, regardless of whether it’s a good lead or not.
  2. Bogus Leads – This is the percentage of leads which are spam.
  3. Contacts – This is how many of your total leads you make contact with, regardless of making a sale.
  4. Closing – This is the total number of sales you made from the contacts you spoke to and qualified.
  5. Placed – This is the number of applications taken to placed in force.
  6. Average Premium – This is the average annual premium dollars for in force policies.