Content agency Conversion Improvement Break-Even
Required close-rate improvement = cost / (leads × contribution) × 100
Gather project time logs, licence invoices and retainer scopes. Include research, writing, and editing. The starting figures are examples. Replace them with your own records.
Formula and worked example
Required close-rate improvement = cost / (leads × contribution) × 100
| Input | Example |
|---|---|
| Monthly improvement cost | 1,000 |
| Monthly qualified leads | 200 |
| Contribution per extra sale | 250 |
| Calculated result | 2 percentage points |
Choose reliable inputs
Include software licences, delivery time, revisions and ongoing support when costing a project. For this content agency calculation, use project time logs, licence invoices and retainer scopes and a consistent definition of one content package.
- Research: include the portion belonging to this content package or reporting period, and record where the value came from.
- Writing: include the portion belonging to this content package or reporting period, and record where the value came from.
- Editing: include the portion belonging to this content package or reporting period, and record where the value came from.
Use the same currency for every money input. Do not mix weekly costs with monthly revenue, or count the same expense in both an itemised cost and allocated overhead.
How much must conversion improve to fund follow-up?
Compare percentage points, not percentage growth. Values above 100 points are unattainable.
What if this input changes?
If monthly improvement cost rises by 10%, this example changes by 0.2 percentage points. This shows the effect of one change; it does not predict what will happen.
Open the calculator, save your baseline, then change the input supported by the least reliable estimate in your records. Compare both scenarios before committing to a price or capacity promise.