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This report will help you visualize the effect of immediate response on overall lead conversion rates. For the right lead sources, immediate response will correlate to higher overall conversion rates.

  1. Create a new Leads with converted lead information type report in Salesforce.
  2. Set the default filters.
    • Show: "All leads"
    • Date Field: "Created Date"
    • Range: "Current and previous calendar quarter"
  3. Add the following custom field filters:
    • ResponseTime not equal to "" (blank)
  4. Under the Preview heading, change the format dropdown from "Tabular" to "Matrix" format.
  5. Remove unnecessary detail columns by clicking the Remove All Columns link.
  6. Now we need to create a bucket field to group response times together. Double-click Add Bucket Field, and edit the following settings:
    • Source Column: "ResponseTime"
    • Bucket Field Name: "Response Time"
    • We'll need to create a set of response time ranges for our individual groupings. The numbers in the identified ranges will be in seconds.
      Range Name
      <= 300 0 - 5 Minutes
      > 300 to 600 5 - 10 Minutes
      > 600 to 1800 10 - 30 Minutes
      > 1800 30+ Minutes
    • Uncheck the box for Treat empty ResponseTime values in the report as zeroes.
    • Click OK to finish adding the bucket field.
  7. Drag the new bucket field into the matrix row grouping area.
  8. Now we need to create a formula to calculate the conversion rate. Double-click the Add Formula link and edit the following settings:
    • Column Name: "Conversion Rate"
    • Description: As needed
    • Format: "Percent"
    • Where will this formula be displayed? "At all summary levels"
  9. Now let's add the formula.
    • In the Summary Fields dropdown, find the field entry for "Converted."
    • When you hover over the field, Salesforce will ask you to select how you want the field value represented. Choose "Sum."
    • Now all we want to do is divide the CONVERTED:SUM value by the total RowCount.
    • Click OK to finish adding the formula.
  10. Now would be a good time to add a "dummy" detail field to the matrix display. Click the Show dropdown next to the Matrix Format dropdown, and checkmark "Details."
  11. Choose a field from the Fields panel and drag it into the empty space to the right of the Grand Total column in the matrix. For this report we chose the "Company / Account" field. After dragging the field in, you can uncheck the "Details" checkmark in the Preview >> Show dropdown.
  12. Now let's drag the formula into the summarizable fields area in the matrix.
  13. Finally we need to create the visual chart. Click Add Chart and edit the following settings:
    • Select Type: Horizontal Bar Chart (first icon on the left)
    • X-Axis: "Conversion Rate"
    • Y-Axis: "Response Time"
    • Group By: (left blank)
    • Click OK to finish.
  14. The report's ready to save! Click the Save button, add it to a report folder, and you're done.

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