Generally, there are two ways to calculate closing ratio.
Closing Ratio (Appointment Based)Closing ratio (Appointment Based) is calculated based on the number of times a bride visits your store.
This calculation looks at the number of completed appointments with the specified appointment type and associate. Then it looks at the number of transactions created during the period that were assigned to the associate. It then simply divides to get a ratio.
If ONE bride visits your store TWO times before making a purchase, in appointments based closing ratio, that would be a 50% closing ratio. In this scenario, you the bride would have had 2 complete appointments with type = Bridal Appointment. Then she would have had 1 non-voided transaction with the same associate assigned.
10 bridal appointments and 5 transactions with items from the Bridal Gown department, would result in a 50% bridal closing ratio.
Closing Ratio (Contact Based)Closing ratio (Contact Based) is calculated based on each individual bride and does not take into account how many times she visits your store. If the bride visited your store twice, she will only be counted once because this method does not factor in how many times the bride visited.
This calculation looks at the number of unique contacts that visited (i.e. has one or more completed appointments) during the time period and the number of transactions created during the period. It then simply divides to get a ratio.
If ONE bride visits your store TWO times before making a purchase, in contact based closing ratio, that would be a 100% closing ratio. This is because, although, she has visited more than once, it is still the same customer.
8 brides and 5 sales with items from the Bridal Gown department, would result in a 62.5% bridal closing ratio. This is the preferred method because it does not dilute your closing ratio by # of visits.
** Important Note: The closing ratio calculation is difficult to calculate due to the timing of most bridal sales. If the bride visit in one month, but then purchases in another month, the sale will be counted in the month that the sale actually occurred. This can skew the results and it's better to calculate the closing ratio for a wide period of time.
**Closing Ratio (Contact Based) is the PREFERRED method for calculating closing ratio