Works back from a revenue goal to the customers, leads and visitors you need to reach it, using the revenue per customer and the conversion rates you enter, with every step shown. For founders and marketers planning how much traffic a goal really takes.
How to use it
Bring a goal and the rates you see today. The result updates as you type, and nothing leaves your browser.
- Pick your currency and enter the revenue you want to reach in the period.
- Enter the average revenue one customer brings in that same period.
- Enter the share of leads that become customers, and the share of visitors that become leads, from your own analytics or CRM.
- Read the customers, leads and visitors you need, then open Show the math to see each step.
How Reavlo tests this
The calculator is plain division, run in your browser, working from the goal back to traffic. Every step is listed under Show the math.
- Customers needed = revenue goal ÷ revenue per customer, rounded up to a whole customer.
- Leads needed = customers ÷ lead-to-customer rate, rounded up.
- Visitors needed = leads ÷ visitor-to-lead rate, rounded up.
- Visitors per customer = 1 ÷ (visitor-to-lead rate × lead-to-customer rate): how much traffic one customer takes at these rates.
Amounts are in major units of the currency you pick (ISO 4217). Rates are stored as 0 to 1 and shown as percentages. A rate of 0 is not accepted, because no amount of traffic would reach the goal. Counts are rounded up at each step, so the totals can be slightly above the unrounded figure.
Reavlo does not suggest conversion rates, because no source we could cite supports one number for every business. Use your own.
Limits. The calculator assumes your rates stay the same as traffic grows, which they often do not: extra traffic from a new channel usually converts differently. It treats each customer as bringing the same revenue, and it does not model the time it takes leads to close.
Questions
How many customers do I need to reach a revenue goal?
Divide the goal by the average revenue one customer brings in the same period and round up. The first step of the calculator is exactly that division.
What counts as a lead?
Any step before purchase that you can count and that has its own conversion rate, such as a sign-up, a demo request or a quote request. Use the same definition for the rate you enter and for how you count leads.
Where do I find my conversion rates?
Divide the number of people who reached a step by the number who reached the step before it, over the same period. Your analytics tool gives visitors and sign-ups; your CRM gives leads and customers.
Why are the numbers rounded up?
You cannot win part of a customer, so each count rounds up to a whole number before the next step uses it. That keeps the plan from falling short of the goal.