Glossary · T
Conversion rate
The share of prospects moving to the next step — call to appointment, quote to invoice.
Conversion rate measures the proportion of a population crossing a given step: calls becoming appointments, appointments becoming quotes, quotes becoming jobs. Precision matters: a conversion rate only means something tied to a step and a period — "call-to-appointment conversion for March" — otherwise it's a carnival figure.
For local services, call-to-appointment conversion is the king link: a well-handled call — answered, qualified, slot offered — commonly converts between 25 and 50% depending on trade and urgency, while a missed call converts zero. The improvement levers are known and ranked: answer first, respond fast second, qualify last. Margins on price or product come much later.
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