Let's define what we mean by customer conversion ratio. In the contact center, Customer Conversion ratio is the number of customers that buy, divided by the number of customers/prospects that make contact with the center. In its simplest form, think of a marketing campaign designed to have potential customers contact your center.

Here is an Example:

1000 sales last month = 2% Conversion Ratio
50,000 contacts last month

If your average sale amount is $500, your center generated $500,000 in revenue. Therefore, the 2% conversion ratio is equivalent to revenue.

Now imagine if the following happened:

2000 sales last month = 4% Conversion Ratio
50,000 contacts last month

If your average sale amount is $500, now your center generated $1,000,000 in revenue.

Axiom: If you double your customer conversion, you will double revenue without increasing your customer capture costs. Think about this: the organization is already spending the money on marketing and advertising to create the 50,000 contacts per month. This cost remains the same.