How to measure website enquiries when traffic is still low

A new website usually has limited data. The first purpose of measurement is to verify the journey and build a reliable record, rather than declaring success or failure after a handful of visits.

Distinguish five stages

1. Visit: a website session as defined by your chosen analytics tool.
2. Interest: for example a contact click or form start.
3. Enquiry: a message accepted by the system; record phone contacts separately.
4. Qualified enquiry: a contact matching your service, market and agreed criteria.
5. Order: confirmed business, using one consistent definition.

One person may submit twice and then call. They should not automatically count as three customers in your sales review.

Three useful calculations

Website conversion rate = enquiries / sessions × 100. Use the same period and data source. Cost per enquiry = ad spend / enquiries attributed to that campaign. If you also include agency work, name that explicitly. Close rate = orders / qualified enquiries × 100.

An illustrative example, not a client result

Suppose you have 200 visits and 4 enquiries in one period. The conversion rate is 2%. If all four belong to a campaign costing CZK 2,000, the cost per enquiry is CZK 500. If only two contacts qualify, cost per qualified enquiry is CZK 1,000. This is not yet customer acquisition cost.

With this small sample, two additional enquiries change the rate substantially. Do not treat daily fluctuations as proof that a button change worked.

A simple record is enough to start

Record the date, source, requested service, status, owner and next step for each sales contact. Keep identifying information in the customer management system, not analytics events. Use aggregate counts for regular reviews.

What can distort the picture

Consent choices, tracking blockers, repeat visits, spam and phone contacts affect completeness. Ad platforms, analytics and sales records may therefore report different numbers. When there are no enquiries, cost per enquiry has no meaningful numeric value; do not replace it with zero.

First verify the form and consistent record keeping, then look for trends. A sales funnel connects the steps, while a marketing consultation can help define measurement.