The report may indicate that the company received 500 bids and made 50 sales. The conversion rate seems to be 10%.
But were all the appeals taken into account? Was every message answered? Have there been repeated requests from one customer? How many conversations were lost or lost between accounts and managers?
In most Telegram businesses, answering these questions is difficult.
Therefore, the metric that a company calls conversion is often approximate. It takes into account only those requests that were noticed and reported, but does not reflect the entire incoming stream.
What Businesses Think of as Conversion
The standard formula looks like this:
Number of sales ÷ Number of applications × 100%.
For example, in a month, managers listed 1,000 applications and 100 sales.
100 ÷ 1 000 × 100% = 10%.
The formula is right. The problem may be the source data.
Sales can usually be checked by payment. And the number of appeals is often fixed manually and depends on the attentiveness of managers.
How conversions can look better than they are
Suppose the company received 1,000 calls in a month.
Among them:
- 800 managers processed and put in the table;
- 100 received too late a response;
- 60 remained unread;
- 40 lost in a transfer between employees.
The company made 80 sales.
If we count only the references from the table:
80 ÷ 800 × 100% = 10%.
But in fact, the business received 1,000 appeals:
80 ÷ 1 000 × 100% = 8%.
It turns out that a fifth of the incoming flow did not participate in the calculation at all.
At the same time, the manager may decide that managers work normally, and to increase sales, you need to increase the advertising budget. But new applications will fall into the same process and some of them will be lost again.
Why One Total Conversion Is Not Enough
Even if all appeals are taken into account, the overall figure does not explain what is happening inside the sales department.
In one digit are mixed:
- new and repeat customers;
- advertising and organic appeals;
- Quick and late responses;
- different managers;
- various projects and Telegram accounts.
Each group can have its own conversion.
For example, requests with a response up to 10 minutes can be converted at 15%, and requests with a response after an hour – at 5%.
One manager closes 18% of applications, the other - 7%. One account brings targeted customers, another creates a lot of dialogue, but almost no payments.
Conversion masks these differences. The owner sees the final figure, but does not understand what exactly needs to be improved: advertising, response speed, distribution of applications or the work of managers.
Where data is distorted
As long as the company works through one Telegram account, and requests are processed by one person, keeping records is relatively simple.
When new accounts, employees, and projects appear, the conversations are shared across different windows and devices.
Typical situations arise:
- The manager responded to the client, but did not make the appeal in the report;
- The message was read, but the responsible was not appointed;
- Repeated application was considered as a new application;
- Two employees started working with one client at the same time.
- The dialogue was passed on to a colleague, but nowhere was it recorded.
- The reason for the refusal remained unknown.
The larger the team, the more statistics depend on the memory and discipline of individual employees.
As a result, marketing counts one number of applications, managers indicate another, and the executive makes decisions based on the third digit.
How to calculate conversion more accurately
Businesses should divide the funnel into several stages and understand:
- How many unique applications have been received;
- How many people received the first response;
- how much was transferred to managers;
- How many customers continued the dialogue
- how many offers or details have been received;
- How much payment has been made;
- How many calls have gone unanswered?
Then we can count several indicators.
Conversion to processing:
Processed appeals ÷ all incoming requests × 100%.
Conversion of processed applications for sale:
Sales ÷ processed appeals × 100%.
Final conversion:
Sales ÷ all incoming calls × 100%.
For example, the business received 1,000 appeals. Managers processed 850 and 85 customers made a purchase.
Conversion of processed applications to sale will be 10%.
But the final conversion of the entire stream will be lower:
85 ÷ 1 000 × 100% = 8,5%.
The first measure shows how well managers are selling to those they’ve started working with. The second is how effectively the business converts all incoming flow into sales.
What is changing with AdviGo
AdviGo combines Telegram-dialogues of the company in one workspace.
Managers do not need to constantly switch between accounts and devices. The manager sees the overall picture of projects and accounts.
Dialogue can be assigned to a specific employee. This makes it clearer:
- Who is responsible for the client;
- what applications have already been taken into work;
- What dialogues still need attention
- How the load is distributed;
- where is the history of communication.
When the work is conducted in a single system, it is easier for a business to collect correct data to calculate conversions.
AdviGo does not determine the reason for each rejection and does not replace sales analysis. But the system helps to remove one of the main reasons for inaccurate statistics – scattered work with dialogue, in which some of the appeals are left out of control.
Start by checking the source data
Take the last 100 to 200 calls and check:
- Are they all in the report?
- Whether each message has been answered;
- has been appointed responsible;
- whether repeated communications are counted as new applications;
- Is it possible to restore the path of the client from the first message to payment or refusal?
- Does the number of appeals in Telegram coincide with the data of managers?
After such a check, it may turn out that the problem is not only low conversion.
Maybe the business doesn’t know what it really is.
As long as requests are in different accounts, responsibility is transferred orally, and statistics are collected manually, the conversion rate remains approximate.
AdviGo gathers the team’s Telegram dialogues in one place, makes the responsibility for appeals more transparent, and helps businesses see the fuller picture: how many customers actually came, how many received a response, and how much of the entire incoming stream turned into sales.
