Conversion gap calculator · Free · No email required

“Is this a design problem or a feature problem?”

Start with a cheaper question: what is the gap worth? Enter four numbers and get the annual cost of your metric sitting below its benchmark, as a range you could defend to a board.

The calculator

Pick the one your next round depends on.

From your own analytics, this month. Not the number in the last deck.

Use a published figure, and note its name and date. Check it matches your trial type.

Trials, signups, onboarding starts or visitors a month, matching the metric.

ACV, or annual revenue per converted user.

Optional. It goes into the summary so you can reuse it.

Your gap: 5 points

We never plan for closing the whole gap. A defensible target closes 30 to 50% of it: 11.5% to 12.5%.

1.5 to 2.5 points × 400 × $6,000 × 12

= $432,000 to $720,000 a year

That is the conservative range. Closing the full gap would be worth $1,440,000, and we would not put that number on a board slide.

Every month this gap stays open costs roughly $36,000 to $60,000. That is the real price of “let’s revisit in Q3”.

Bring this number to a 30-minute call

The board slide that does not add up

Somebody has to own the conversion number this quarter. The draft slide says the rate is 3 points below benchmark, and the line underneath says “significant revenue opportunity”.

Nobody can say how significant. So the fix competes with the roadmap on opinion, and opinion usually loses to whatever the loudest customer asked for last week.

A number changes that conversation. Put the gap next to the cost of fixing it, and the board has a budget it can approve or reject on the facts.

The formula

Annual gap = (target rate − current rate) × monthly volume × value per unit × 12

The calculator runs this formula once at 30% of the gap and once at 50%, and does nothing else. You can check every result with a phone calculator, and you should.

It is the same formula behind every figure in a Clarity Sprint report. We publish it because anyone can run it without hiring us.

Three ways to get a wrong number

  • A benchmark for a different trial type

    Card-required and no-card trials convert at very different rates. Compare yours with the same kind of trial, or the gap is fiction.

  • Last quarter’s rate

    The number in your last deck is not this month’s number. Use the analytics, not the slide.

  • Full gap closure

    A plan that assumes you reach the benchmark is a plan that assumes everything goes right. Ours assumes 30 to 50%.

The calculator tells you the size, not the cause

A 5-point gap in trial-to-paid can come from the pricing page, an onboarding step, a value moment that arrives too late, or the wrong audience in the trial. Each has a different fix and a different cost, and finding out which one it is costs less than redesigning twice.

Read the likely causes for your situation:

Or go straight to the Clarity Sprint, which finds the cause in two weeks and puts a figure on every fix.

Before you share the number with anyone

The calculator runs in your browser. Nothing you type is sent to us or stored.

If you want to talk it through with your real figures, we sign a mutual NDA before the call. How that works.

FAQ

Where do I find a reliable benchmark?

Use a published report from a named source, with its date, and match it to your category and trial type. Unsourced numbers in blog posts are not benchmarks.

Why 30 to 50% of the gap and not all of it?

Because a target you can defend is worth more than a target that looks good. It is the same rule we use in every Sprint report.

Is the result revenue we will get?

No. It is the size of the gap at a conservative target. Whether a fix closes it depends on the cause, the work and your execution.

Do you store what I enter?

No. The calculation runs on the page, and nothing is sent anywhere unless you copy the summary yourself.

My result is small. Should I still book a call?

If the low end is under €55,000 a year, probably not yet. We would rather tell you that here than on the call.

Got a number? Let’s test it

Bring the result to a 30-minute call with a principal. We will tell you whether design can move it, and roughly what that would take.

Tell us about your project and the number you’re trying to move. You don’t need a finished brief, just a specific problem.

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