What is a Lead Conversion?
A lead conversion has occurred if a lead has entered into a new and later stage in the lead pipeline.
A lead does not have to move through these stages in sequential order and can therefore bypass stages.
The Lead Pipeline:
See below for a list of possible lead conversions:
- Lead 🡪 Waitlist
- Waitlist 🡪 Waitlist Contacted
- Waitlist 🡪 Toured
- Toured 🡪 Offered
- Toured 🡪 Confirmed
- Toured 🡪 Started
- Offered 🡪 Confirmed
- Offered 🡪 Started
- Confirmed 🡪 Started
What does the Lead Conversion Rates Report show?
The Lead Conversion Rates report shows the number of leads that have transitioned from one stage in the enrolment pipeline to one that is closer to an enrolment. It is presented as percentages in a column chart format. You can group the events on a weekly, monthly or yearly basis. You can view the data as a whole number or as a percentage of all leads.
You can use the filter function to change reporting parameters such as lead conversion type/transition status, time period, centre and referral source.
What is the Lead Conversion Rates report useful for?
Lead conversion rates can indicate how well your centres are nurturing prospective leads towards enrolment. It can allow you to compare the success rate of particular transitions in the enrolment pipeline, helping you to identify gaps in service inefficiency.
If your centre is experiencing full occupancy, expect lead conversion rates to be low for any transition to a Started status.
DID YOU KNOW?
What happens if a lead converted to a new stage but later withdrew? For example, a lead was offered a place on July 1 but no longer wanted it and returned to a waitlist status on August 1.
The conversion will be visible in July’s bar chart up until August 1. After this date of withdrawal, it will not be counted towards July’s bar chart, and July’s conversion rate will decrease. You can alter the reporting time period with the filter function and configure your start and end date.
If a family has reached a status of Offered, Confirmed or Started and later wanted to withdraw this status and return to the waitlist, the conversion will only be counted and visible on the chart until the time of withdrawal.