Put a value on an easier path to conversion
Hard-to-read text and awkward forms can put a barrier between interest and action. Explore what a change in your conversion rate could be worth.
This calculator models a scenario. A WCAG contrast ratio or Lighthouse score cannot tell you how many conversions you lose.
What could fixing the barrier recover?
Illustrative monthly scenario. The assumed lift does not come from an accessibility score.
Use one funnel and one conversion goal. For email, use delivered emails and the conversion rate per delivered email.
Check your entries. Use zero or a positive number, up to 1 billion. Use whole visits and dollars with at most two decimal places.
50additional conversions / month
$10,000expected revenue opportunity / month
Use a measured change when you have one
Additional conversions = monthly visits or delivered emails × assumed lift ÷ 100. Expected revenue opportunity = additional conversions × expected revenue per conversion.
A 0.5 percentage-point lift means a rate moving from 2% to 2.5%. The default lift is an example, not a benchmark or a forecast.
For a lead, use its expected value: your lead-to-customer rate × average customer revenue. Revenue is not profit. This estimate does not subtract the cost of the fix.
Fix the barrier, then measure the same conversion goal and denominator. A controlled experiment can help separate the effect of the change from shifts in traffic. Update the lift with your result.
Want to check the barrier first? Inspect text contrast in Chrome DevTools. Test light and dark mode, then check the full path with a keyboard.