First, you question is how do you translate hits into sales projections. I will assume that your client is a brick and mortar company which is used to calculating floor traffic into sales for if they were an online company they would already know how to do these calculations for themselves and as I am sure if it were the latter you would just use their own figures.

Start by determining an average hit per sale ratio for their industry. Online searches can help a lot here, don’t just Google the industry but target their largest competition and do some leg-work. Contact brokers for information of publicly traded companies and search their corporate prospectuses for the figures they share with their share holders. If these figures are not available call the companies and explain that you are a prospective share holder and would like this information. Often they will give you their in house numbers. Some companies will only give this to actual share holders and I have bought one share of many companies so that I could request these records be forwarded to me; they always are.

In truth, you could most likely fudge this info if you know their numbers for floor traffic by assuming 80% of that number. Online sales often have much better numbers than floor traffic but you will play hell convincing all but the most computer savvy clients of this anyway.

I like the research, the numbers are often much more accurate and is gives me an in for future consulting sales the closer my projections are to their actual results.

Good luck -