Precise definitions for seven metrics, from trial-to-purchase rate to follow-up completion, plus how to read them across stores
SEER SONUS Research·
Figure · Where Each Metric Sits
Each metric maps to one step of the customer journey. Pin down the numerator, denominator, time attribution and exclusions first — only then do cross-store comparisons mean anything.
Define First, Compare Second
The most common problem at chain HQ isn't a lack of numbers — it's that the same term means different things in different stores. Is the denominator of "conversion" walk-ins, people tested, or people who trialed? Does "returns" include trials that didn't convert? Until definitions are shared, cross-store comparisons only start arguments.
For every metric, write down four things: the numerator, the denominator, time attribution (which date decides the month it counts in) and the exclusions.
About benchmarks
This article deliberately gives no industry benchmarks. Markets, channels and customer bases differ widely; the most reliable comparisons are your own history and stores in similar circumstances.
Seven Core Metrics
Use the definitions below as a starting point and adapt them to your own process — then make sure every store uses the same version:
01
Trial-to-purchase rate
Definition: Of the trials that ended in the period, the number that ended in a purchase ÷ all trials that ended.
Watch for: Trials still in progress are excluded from the denominator. Grouping by the month the trial started (a cohort) is steadier than grouping by end month.
02
Binaural share
Definition: Of customers fitted in the period, the number fitted in both ears ÷ all customers fitted.
Watch for: Unilateral loss is legitimately fitted in one ear. Where the data allows, count only customers with bilateral loss, and read it alongside the return rate.
03
Return rate within trial
Definition: Of devices fitted in a period, the number returned within the trial ÷ all devices fitted in that period.
Watch for: Count separately from post-purchase returns, and read it with the return-reason categories.
04
Follow-up completion
Definition: Of follow-ups due in the period, the number completed within the agreed window ÷ all follow-ups due.
Watch for: Break it down by visit point (first week, first month…). Flag follow-ups completed only after rescheduling.
05
Revenue mix
Definition: Revenue from devices, consumables (batteries, domes, filters, etc.) and services (cleaning, repairs, testing, etc.), each ÷ total revenue.
Watch for: Consumable and service revenue depends heavily on a store's installed base of existing customers, so account for store size and age when comparing.
06
Average ticket
Definition: Total device-sale revenue ÷ number of device transactions.
Watch for: Define a transaction first (is a binaural sale one or two?). Keep devices and consumables separate, and look at the median too.
07
Time from test to fitting
Definition: For customers who were fitted, the number of days from hearing test to fitting, taken as the median.
Watch for: A mean is easily skewed by a few very long cases. Track the list of customers tested but not yet fitted as well.
Reading Metrics Across Stores
Show counts next to rates: put the numerator and denominator beside every percentage so readers can see the sample size.
Trend before ranking: comparing a store with its own past is often more meaningful than comparing it with other stores.
Read metrics in sets: a high trial-to-purchase rate alongside a high return rate within trial may mean the process is rushed; when binaural share rises, check return rate and follow-up completion at the same time.
Compare within peer groups: group stores by age, size and catchment, and compare within each group.
Use gaps to find problems, not people: a difference is where questions start. Understand the process and customer base before deciding what to do.
A simple monthly format: for each metric, show this month, the last three months and the same period last year, with numerator and denominator.
Common Pitfalls
Rule these out first
Different store maturity: a new store serves mostly new customers, so follow-ups and consumable revenue are naturally lower; an established store with a large customer base has a completely different profile.
Seasonality: holidays, festivals and local events all affect visits and trials. Compare with the same period last year or a rolling twelve months.
Small samples: in a store with few trials, one or two cases can swing a rate dramatically. Lengthen the window or combine months before drawing conclusions.
Silent definition changes: after a system change or process change, the metric may no longer mean the same thing — note it on the report.
Chasing the number: targeting a single metric (binaural share, say) can push recommendations that don't fit the customer. Read metrics alongside quality of care; clinical recommendations remain the audiologist's professional judgment.
SONUS MANAGE brings revenue, staff and reports across stores onto one screen and lets you set targets — so once definitions are agreed, HQ can read every store the same way.
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