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For example, there were 100 potential clients per month, of which 20 deals were successfully completed, the CR for sale will be equal to (20 / 100) * 100 = 20%.

Which CR is good for sale?
What a good conversion rate (CR) for a sale will be depends on:

industries,
type of product or service,
target audience,
marketing strategy.
In general, a high conversion rate indicates that a company is successfully converting a large proportion of potential customers into actual buyers. Typically, a high CR to sale is considered to be a value that exceeds industry averages or the company's internal benchmarks.

An example of the impact of conversion on digital funnel metrics
Let's say you spent 40,000 rubles on displaying an ad and received 300 applications, of which you made 210 sales with an average check of 12,000 rubles. The CR per sale will be 70%, and the revenue will be 2,520,000 rubles.

Let's consider how the sales funnel will change if the conversion to an application is higher or lower by 10%:


Unit Economics Calculator: Estimating the Impact of Sales Conversion on Revenue
Conversion to sales affects the number of sales and the cost of sales, and through these indicators, revenue.

As you can see from the calculator, if the conversion rate increases to 80%, sales revenue will increase by 14.2% and amount to RUB 2,880,000. If the conversion rate drops to 60%, revenue will decrease to RUB 2,160,000.

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Evgeny Letov,
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How to increase CR in sales?
Here are some key ways to help you increase your conversion rate:

Improved lead quality - the hotter the leads you attract, the higher your conversions at all levels of the funnel.
Improving the sales process - training sales managers in effective communication skills, better understanding of customer needs significantly increases the likelihood of closing a deal.
Website and user experience optimization - user-friendly and attractive page design with clear navigation and an intuitive purchasing process has a positive impact on conversion.