Friendly staff increase sales conversion rate

How a 1% Rise in Sales Conversion can lead to a 10% Rise in Sales

A small increase in sales conversion leads to a significant increase in sales, even when no other factors are changed.

Sales conversion equation

  • Suppose your store had 200 visitors a day. Of these 200 only 20 actually buy something. Your sales conversion is 20/200: 10%.
  • Suppose also that the average spend of these 20 shoppers was £30. Total take for a day would then be £600.

If you could increase your conversion by just 1 percentage point, to 11%, how would the figures look then?

  • 22 people would buy each day (11% x 200 = 22)
  • They would spend 22 x £30 = £660
  • Increase in sales is £60/£600 = 10%

In our example, with all other things remaining equal, an increase in sales conversion of 1 percentage point gives a 10% increase in sales.

Sales conversion is one of the most useful metrics available. It is easily measured simply by connecting the people counts to the point-of-sale system.

Some stores even track their conversion rates in real-time, so dips can be immediately flagged up and dealt with.

Three Ways to Increase Conversion Rate

  1. Increase Average Shopping Time
  2. Increase staff interaction with shoppers
  3. Improve signage in the store

The effectiveness of all of these can be measured. Small improvements lead to big financial gains.

Is a 1% increase in sales conversion realistic? It’s actually a very low figure. We recently helped a European retail chain improve sales conversion by 25% in just three months.

Keep measuring, keep testing, keep improving. Learn more: email sales@retailsensing.com or  call +44 (0)161 839 6437.


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