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Understanding KDNA Conversion Ratios

Updated

Overview

KDNA Conversion Ratios are a powerful sales optimization tool automatically calculated from your own activity data. They help you:

  • Set effective goal values that align with your desired outcomes

  • Identify strengths and opportunities for improvement within your sales process

Accessing Your Conversion Ratios

  1. Select the Ratios button at the top of the screen after logging into your KDNA account.

  2. Ensure your name appears in the User dropdown.

    Note: Managers and Team Captains can also view Conversion Ratios for teams, but this article focuses on an individual user view.

  3. Choose a Start Date and End Date to define the timeframe for your analysis.

    Best Practice: Use at least 4 months of data for the most accurate results.

Interpreting the Conversion Ratios Table

The table compares your Input To Do’s (actions you take) to your Outcome To Do (results you achieve). Each row includes the following columns:

  1. Actual Cumulative Input and Existing Weekly Goals

  2. Conversion Ratios:

    • Actual Conversion Ratio: Your cumulative Input To Do value divided by your cumulative Outcome To Do. 
    • Goal Conversion Ratio:  Your goal value for the Input To Do divided by your goal for the Outcome To Do.

  3. % Return:
    The inverse of the Conversion Ratio — useful for seeing the percent return on your activities.

  4. Actuals vs. Goals % Ratio:

    Indicates how your actual performance compares to your goals.

    • < 100%: You may need to increase activity levels.

    • > 100%: You’re exceeding your targets.

     

  5. Monetary Value Per Action:
    If you input the average earnings per sale, the system will calculate the dollar value of each Input To Do.

ConversionRatios.png

Conversion Ratio Example

Let’s walk through a real example:

In the image below, we’re analyzing the yellow-highlighted row comparing:

  • Input To Do: #2 - Way Live Conversations

  • Outcome To Do: # Sales Closed

ConversionRatiosExample-2.png

Kathy had 357 live conversations and 7 closed sales in the selected timeframe. Her goal was to make 1 sale per 40 conversations (or 0.5 sales per 20 conversations).

Her actual ratio is:

357 ÷ 7 = 51

This means it took 51 live conversations for each sale — more than her goal of 40. To stay on track, Kathy should consider increasing her goal for #2 - Way Live Conversations to 25.5 per 0.5 sale.

Her Actual to Goal Percentage is 78%, and each live conversation currently "earns" her approximately $118 based on the average revenue per sale.

 

 

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