Forecasting gives you the ability to run funnel simulations, and you can use our Funnelytics forecasting tool to do this!
Firstly, we want to share with you some of the key benefits to forecasting, including:
- Assist to make better business decisions, such as goal-setting and budgeting (Ability to see results you can expect to achieve based on the specific inputs that you define)
- Spotting potential issues while there's still time to avoid or mitigate them. Discovering these problems now -- versus at the end of the month or quarter -- can have a huge impact.
- Great way to determine if your sales funnel is going to be profitable, and predict how many leads and sales it will produce. In addition to leads and sales you can see what ROI (Return on Investment) and Profit you can expect with the given conversion rates.
In this example, we're going to be forecasting this funnel to determine what ROI and profit we can expect.
Turn forecasting on by toggling the button in the top left of the canvas.
In this example we'll forecast profitability using a funnel that has a lead magnet which leads to a sales funnel with a main product and an upsell.
Setting Your Audience Size
The first step to forecasting is determining how many people will be coming to your site and how much did it cost to acquire those visitors.
Inside of Funnelytics we can set that up under a source (traffic) icon.
Click on your source > settings > forecasting to access the forecasting settings to set audience and spend amounts.
Clicks to next step(s)
This field represents the number of DAILY clicks that your traffic source is sending to your site. Input a conservative number of clicks you think your source will produce.
This field represents the amount of DAILY spend that was required to produce the number of clicks you inputted in the first field. Input a conservative amount here.
CPC (Cost Per Click)
CPC is a calculated field that tells you how much cost is associated with each click. It is calculated by by dividing the ad spend by clicks to next steps. This field is not editable.
CPC = (Ad Spend / Clicks to next steps)
The audience size and ad spend that is inputted in your traffic source will affect every other step in your funnel.
Setting your Page and Action Click Through Rates (CTR)
After our traffic and ad spend numbers are set, we need to set the conversion rates, or click through rates, for each page in our funnel.
The conversion rate is set by clicking on the step > forecasting.
In this case, the page has an action as the outbound link so the CTR on this step also represents the number of users that will complete the form on our landing page.
Unmapped Traffic Per Day
There's a defined audience size coming in from the traffic source, but you may wish to represent other traffic coming to the page from other organic sources.
Click Through Rate
This field represents the percentage of people that will go from "Landing Page" to the next step.
If 200 people visited the landing page (200 is the number we set in our traffic source) and this page has a 65% CTR, then we can expect 130 people to proceed to the next step.
Some of the steps in our funnel have purchase actions associated with the step. You can set a value for the purchase action to forecast how many sales and what the sales value will be given the current traffic and click through rates.
To set a value for a purchase, click on the purchase action > settings > forecasting and input the value of the product.
The Forecast Tab
This window shows you all the key metrics associated with your Forecast.
Based on all your inputs these numbers will change to tell the total count, cost, and revenue per action. It will also tell you what your ROI and profit will be based on all your inputs.
Benchmark From Analytics
Clicking the benchmark from analytics button will change your forecasting metrics to match your actual metrics. This is useful to make slight adjustment to your real numbers and forecast different scenarios.
Canvas Wide Forecasting Settings
The settings here represent all the forecasting settings available on the canvas.
You can edit them all from one tab instead of having to open the settings of each step individually.
We'll automatically tell you if your forecasted ROI is less than or greater than 1.
If your ROI is greater than or equal to 1, you're at least breaking even and/or making money with your funnel.
If your ROI is less than 1 your funnel will lose money.
Just remember...your sales funnel forecasts DO NOT need to be perfect to be valuable. Your sales forecast will often, if not always, be slightly different from your results. However, if you're using clean data and have chosen the right method, your sales forecast will help you both plan and drive growth, and be a huge motivating factor for your business!
If you have any questions or need further clarification with forecasting, remember to reach out to our support team anytime by clicking the support icon in the bottom-right corner of your dashboard, we are always ready to assist you!