7 ideas for building your next ROI calculator

ROI calculators are very effective sales tools used lower in the sales funnel, and are often seen on B2B websites designed to convert warmer leads who are visiting product pages.

Done right, an ROI calculator is a powerful and effective conversion aid, but unfortunately bad examples have given ROI calculators a bad rep!

Here’s a few tips on developing an ROI calculator that immediately engages and converts your audience:

1. Name it

Calling it an ROI calculator is sensible as enables a mental shortcut for the prospect, but do strengthen this with a sharper subtitle:

E.g. Calculate the likely saving you could make based on your team size and current processes.

Or, Get an instant calculation of how the digital transformation of your most important HR processes could save you hundreds of man hours

2. It’s not all about the numbers

There are two ways to do the calculation. Most ROI calculations are numerical, but you can give a result without e.g. ‘you are wasting a high volume of hours’, if the numbers aren’t available.

3. Keep it simple

If it requires the user to look up figures or information you will lose them. If the calculation needs to be complex then fix some of the stats and just allow them to enter a few of the numbers. Just 1-3 questions, enabling a clear result.

4. Make the result relevant

Make the result as relevant as possible to the user. Think about use cases e.g. ask a question on their KPI and tie the ROI result to this e.g. You could improve retention of employees by 67%

5. Make the result feel real

I’m sure your solution does result in billions of dollars of savings but you’re better off giving the user a number that feels more tangible e.g. the result of a 3 month trial, or for just a part of their business i.e. make the result feel real and not magnified or fictitious.

6. Tell them it’s quick

Keep it short and then tell them its short e.g. 60 second calculator

7. Tie the CTA to the result

Of course you need to incorporate a call to action to ensure the user converts for sales, and tying this to the result makes this even more beneficial for the user e.g. ‘Would you like us to map out how this would work for you in practice? Hard for them to say no, right?