Website ROI Calculator

Model CRO experimentation tracks or full redesign programs across up to three scenarios. Plug in your baseline funnel metrics, layer on the uplifts you expect, and instantly see the revenue, gross profit, ROI, and payback outlook across 24 and 48 month horizons.

Baseline funnel

We've pre-populated the calculator for demonstration purposes. Enter your own funnel metrics to see ROI projections tailored to your scenario.

Average monthly sessions based on the past 6–12 months in GA4.
% of site visitors who submit form (Most teams land between 0.5% and 3%).
% of form fills that qualify for sales.
% of SQLs that progress to opportunities.
% of deals won from opportunity stage (average).
MRR per customer.
Average customer tenure in months.
% gross margin (SaaS averages 70-85%).
Your baseline

This is your status quo for your current site, before any investment.

Baseline web-sourced revenue
$-
Web-sourced gross margin
$-

Calculate ROI

Scenarios
Time horizon

Projected results

Conservative
Total Web-Sourced Revenue
$-
Incremental Revenue +$-
ROI
-%
Payback: -
Aggressive
Total Web-Sourced Revenue
$-
Incremental Revenue +$-
ROI
-%
Payback: -
Pipeline waterfall

See visits all the way through closed-won for your baseline (status quo) vs each scenario.

StageBaselineConservativeAggressive
Visits---
Form fills---
SQLs---
Opportunities---
Wins---
Revenue$-$-$-

Disclaimers & tips

  • Model is directional and meant for planning, not a GAAP forecast.
  • Typical enterprise websites convert between 0.5-3% overall; wins often land in the 15-35% range for sales-qualified opportunities.
  • Payback uses incremental gross margin versus cumulative one-time and monthly costs.

Behind the math

We follow a simple full-funnel approach: visits → form fills → SQLs → Opps → Wins. Each stage is multiplied by the conversion rates above. Costs include one-time investments plus monthly retainers across the selected horizon. ROI is incremental gross profit minus total cost, divided by total cost. Payback finds the first month where incremental profit catches up to spend.

Website Investment ROI Projections

Scenario

Time Horizon

Investment

$ Monthly

Baseline funnel

Monthly traffic
(sessions)

Average monthly total site sessions from GA4 (past 6-12 months).

Primary CTA
conversion rate

% of site visitors who submit form (Most teams land between 0.5% and 3%).

Form ➔
SQL rate

% of form fills that qualify for sales.

SQL ➔
Opportunity rate

% of SQLs that progress to opportunities.

Win rate
(Opp ➔ Closed Won)

% of deals won from opportunity stage (average).
 

Revenue
per customer

MRR per customer.

Avg customer
lifespan

Average customer tenure in months.

Gross
margin %

% gross margin (SaaS averages 70-85%).

Baseline funnel

Your Baseline

Web-sourced revenue

$

 

Web-sourced gross margin

$

Forecasted results

Conservative

Total Web-Sourced Revenue

$

Incremental Revenue $

ROI

%

Payback

Aggressive

Total Web-Sourced Revenue

$

Incremental Revenue $

ROI

%

Payback

Explore more scenarios at tillerdigital.com/web-roi-calculator

Disclaimers: Payback uses incremental gross margin vs. cumulative one-time and
monthly costs. Model is directional and meant for planning; actual results will vary.