Calculate your lead to customer conversion rate
Enter leads, contacted, replies, meetings and customers. Get the conversion rate at every stage, the step where the most people drop out and how many leads you need for a number of customers. Free, no account.
Your funnel
Example inputs, pre-filled so you can see how it works. They are not benchmarks and not typical conversion rates: replace every number with your own.
5 of 1,000 leads became customers: a lead to customer conversion rate of 0.5%. Your lowest step is replied, at 7.5% of the stage before.
| Stage | Count | From previous stage | From leads | Dropped out |
|---|---|---|---|---|
| Leads | 1,000 | start | 100% | |
| Contacted | 800 | 80% | 80% | 200 |
| Replied | 60 | 7.5% | 6% | 740 |
| Meetings | 15 | 25% | 1.5% | 45 |
| Customers | 5 | 33.3% | 0.5% | 10 |
Where the funnel leaks
The step with the lowest rate is Replied (7.5% of the stage before). The step that loses the most people is Replied (740 fewer than the stage before). This compares the stages of your own funnel with each other, not with any average.
To get 10 customers
At your current rates you need about 2,000 leads:
- Leads: 2,000
- Contacted: 1,600
- Replied: 120
- Meetings: 30
- Customers: 10
Formula: stage rate = stage count ÷ the stage before it. Lead to customer rate = customers ÷ leads. Leads needed = target customers ÷ lead to customer rate, rounded up. A stage can never be bigger than the one before it, so a larger number is held at the previous count.
Rates change with the list, the message and the season. Re-run it each month with your own latest counts, and use a few hundred leads or more before trusting a rate.
The five stages
- Leads: everyone on the list you started with.
- Contacted: those you actually emailed, called or messaged.
- Replied: those who answered, whatever they said.
- Meetings: replies that turned into a booked call or meeting.
- Customers: meetings that became a paying client.
A big drop between leads and contacted means the list is not being worked; a drop at replies points at the message or the list; a drop at meetings is about the ask; and a drop at customers is about the offer or the pitch. Fix the weakest step first and measure again.
Get 67 leads free No card. Search free with contacts masked.
Cost per lead calculatorCold email ROI calculatorCold call calculatorEmail metrics calculatorAll lead lists67Leads pricing
Questions
Divide customers by leads and multiply by 100. The page also shows the rate at each step in between.
It depends on your market, offer and list, so this page does not give one. Compare your own steps with each other and track them over time.
Look at the step conversion rate: the lowest one, and the step that loses the most people, are where to look first.
Divide your target customers by your lead to customer rate. The page rounds up and shows each stage you need.
No. The result is worked out when the page is served and not saved.
More free tools
Local business counterNo-website business finderLead list previewCold email template generatorVoicemail script generatorLinkedIn connection message generatorCost per lead calculatorValue proposition generatorAll Calculators & planning toolsAll tools