/ /Lost Sales Calculator
Lost Sales Calculator
Quantify the cost of underperforming conversion: current versus benchmark orders and sales, lost units and dollars, and the recovery value of each tenth of a point.
Lost Sales Inputs
Traffic
Current Conversion Rate (%)
Benchmark Conversion Rate (%)
Average Order Value ($)
Lost Sales
Current (2.0%)1000 orders ($60000.00)
Benchmark (3.0%)1500 orders ($90000.00)
Lost Sales500 orders ($30000.00)
Value per 0.1pt$3000.00
Loss verdict: The conversion gap costs 500 orders and $30000.00. Every tenth of a point recovered is worth $3000.00 — fund fixes in that order of payback.
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Frequently Asked Questions
How do you calculate lost sales?
Lost Orders = Traffic x (Benchmark Rate - Current Rate); Lost Sales = Lost Orders x AOV. With 50,000 visitors, a 2% to 3% gap at $60 AOV loses 500 orders and $30,000.
What benchmark should I use?
Your own best 90-day rate by channel first, then 2.5-3% blended industry benchmarks. Internal bests are fairer because mix matches.
How much is a tenth of a point worth?
Traffic x 0.1% x AOV. On 50,000 visitors at $60, each tenth is 50 orders and $3,000 — small fixes compound fast.
Are lost sales really recoverable?
The benchmark portion is: it proves the traffic can convert that well. Treat 50-70% of the gap as addressable with focused CRO over two quarters.
Should lost sales include margin?
Report revenue lost for urgency and margin lost (Lost Sales x Contribution Margin) for budgeting. Both numbers belong in the business case.