Lead Generation

Quote Conversion Rate Calculator

See how effectively your trade business turns enquiries into quotes and quotes into paying jobs.

Currency

Enquiries received

Enter the number of genuine customer enquiries received during the period you are measuring.

Quotes sent

Include formal quotes or estimates sent to potential customers from those enquiries.

Jobs won

Enter how many of the quotes were accepted and became paying jobs.

Average job value

Optional for the conversion calculation. This lets the calculator estimate the revenue represented by the jobs won.

Estimated Results

Quote conversion rate

30%

Enquiry → quote rate

57.1%

Enquiry → customer rate

17.1%

Jobs won

Estimated revenue from jobs won

18.000 €

What this means

Enquiries

Quotes

Jobs won

From 70 enquiries, you sent 40 quotes and won 12 jobs.

That means 57.1% of enquiries reached the quoting stage and 30% of quotes became paying jobs.

Across the complete funnel, 17.1% of enquiries became customers.

At an average job value of 1.500 €, the jobs won represent approximately 18.000 € in revenue. The quotes sent represented approximately 60.000 € if every quote had converted at that average value.

You are converting 30% of quotes into jobs. Track this figure over time rather than judging it in isolation, as different job types and lead sources can produce very different conversion rates.

30 enquiries did not reach the quoting stage and 28 quotes did not become jobs. These figures do not necessarily represent lost opportunities: unsuitable leads and deliberately declined work can be part of a healthy sales process.

Understanding Your Result

How quote conversion is calculated

Formula

Quote conversion rate

Jobs won ÷ quotes sent × 100

Enquiry → quote rate

Quotes sent ÷ enquiries received × 100

Enquiry → customer rate

Jobs won ÷ enquiries received × 100

Explanation

Looking only at the number of jobs won does not show what happened to the leads that entered your business.

Tracking enquiries, quotes, and jobs separately creates a simple sales funnel. You can then see how many enquiries are suitable enough to quote and how often those quotes turn into paying work.

The most useful approach is to track these rates consistently over time and, where possible, compare different lead sources and types of work rather than relying on one isolated percentage.

FAQ Section

Quote Conversion Rate Calculator FAQs

What is a quote conversion rate?+

Your quote conversion rate is the percentage of quotes that turn into paying jobs. For example, if you send 20 quotes and win 6 jobs, your quote conversion rate is 30%.

How do I calculate my quote conversion rate?+

Divide the number of jobs won by the number of quotes sent and multiply the result by 100. Jobs won ÷ quotes sent × 100 gives your quote conversion rate.

What is a good quote conversion rate for tradespeople?+

There is no single conversion rate that is right for every trade business. Results can vary depending on the type and value of work, lead quality, competition, pricing, location, response speed, and how customers are qualified before a quote is prepared.

Why should I track enquiries as well as quotes?+

Tracking enquiries shows what happens before the quoting stage. If you receive many enquiries but only quote a small percentage, it may indicate that some leads are unsuitable, poorly qualified, outside your service area, or not the type of work you want.

Why might my quote conversion rate be low?+

Possible reasons include poor lead quality, slow follow-up, unclear quotes, pricing, strong competition, targeting the wrong type of customer, or quoting work that is not a good fit for the business. The conversion rate alone cannot tell you which reason applies, but it can highlight where further investigation may be useful.