Using Data to Improve Conversion %

Purpose: For Inbound Sales, Follow-Up, CX, BD, and Management Teams

This SOP explains how Cashkr uses data (leads, calls, dispositions, orders, and city insights) to systematically improve Lead → Order Conversion %—not by guesswork, but by measurable actions.

1. Purpose of This SOP

To ensure teams:

✔ Understand what conversion % really means
✔ Identify where leads are dropping
✔ Fix issues using data (not assumptions)
✔ Improve calling, follow-ups, and coverage
✔ Align Sales, CX, BD, and Ops on one goal

Conversion % = Output of process discipline + data usage

2. What Is Conversion % at Cashkr?

Primary Metric

Lead → Order Conversion %

Formula:

(Number of Orders Created ÷ Total Leads) × 100

Supporting Conversion Metrics

• Connected %

• Callback Success %

• High-End Conversion %

• City-wise Conversion %

• Device-wise Conversion %

3. Key Data Sources Used

Teams must rely on these exact data points:

A. Admin Panel

• Leads (All, Not Called, Callbacks, High Ends)

• Dispositions

• Orders created

• SLA & pickup data

B. Call Notes & Dispositions

• Objection reasons

• Callback patterns

• Drop-off reasons

C. Reports & Exports

• City-wise performance

• Device-type performance

• Non-serviceable leads

• Pickup failures

D. BD & Coverage Data

• Pincode availability

• Vendor shortage areas

4. Conversion Funnel Breakdown (Where to Look)

Every lead passes through this funnel:

Lead Created
↓
Contacted
↓
Connected
↓
Intent Confirmed
↓
Order Created

Each drop-off point has a fix.

5. How Sales Uses Data to Improve Conversion

A. Improve Connected %

Data to Track:

• Not Connected %

• Time to first call

• Call attempt count

Actions:

• Call within same day

• Use best calling time slots

• Minimum 3 attempts/day

✔ Higher connected % = higher conversions

B. Improve Callback Success %

Data to Track:

• Callback scheduled vs completed

• Missed callback rate

Actions:

• Call at exact promised time

• Reduce vague callbacks

• Use WhatsApp reminders

C. Fix Price Objection Drop-Offs

Data to Track:

• “Waiting for Quote” dispositions

• Price objection notes

Actions:

• Improve price explanation

• Match competitor quotes where allowed

• Educate on inspection logic

D. Improve High-End Conversion

Data to Track:

• High-End leads vs orders

• Agent-wise performance

Actions:

• Assign senior agents

• Faster callbacks

• Priority pickup pitch

6. How CX Data Improves Conversion

CX identifies post-order friction that impacts future conversions.

Data Used:

• Failed orders

• Complaint reasons

• Pickup delay patterns

Impact:

• Fewer complaints = higher trust

• Better repeat & referral conversions

7. How BD Data Improves Conversion

BD plays a direct role in conversion improvement.

Key BD Data

• Non-serviceable leads

• City-wise demand

• Vendor shortage zones

Actions

• Expand high-demand pincodes

• Improve vendor supply

• Reduce “Pickup Not Available” closures

✔ More coverage = more conversions

8. How Management Uses Data

Management focuses on trend correction, not micromanagement.

Data Reviewed:

• Daily conversion %

• City/device heatmaps

• Agent-wise performance

• Week-on-week improvement

Decisions Made:

• Training needs

• Process changes

• Coverage expansion

• Campaign optimization

9. Weekly Conversion Improvement Review (Mandatory)

Every week, teams must review:

10. Common Conversion Killers (Data-Proven)

🚫 Delayed first call
🚫 Missed callbacks
🚫 Wrong dispositions
🚫 Over-promising pickup/price
🚫 Non-serviceable area leads
🚫 Poor call notes

Each has a data signal—ignore data, lose conversions.

11. Role-Wise Responsibility Summary

Sales

• Improve calling discipline

• Handle objections using data

• Close high-intent leads

CX

• Reduce failures & complaints

• Improve trust metrics

BD

• Fix coverage gaps

• Enable new pincodes

Ops

• Ensure pickup reliability

Management

• Track trends

• Enable corrective actions

12. One-Page Quick Summary (Training Card)

Conversion % Improves When:

• Calls are faster

• Callbacks are respected

• Coverage is accurate

• Objections are understood

• Data is reviewed weekly

Golden Rule:
📊 What gets tracked gets improved.