Web Leads Profitability Report
Top line Analysis of the Profitability of the Web Leads Department 2021 Compared to 2020 & 2019
Executive Summary
Data
Analysis
Next steps
Executive Summary
In a Nut Shell
Executive Summary
2021 vs 2020 & 2019
All figures contained within this report where taken from the official Veriform billing sheet.
- The purpose of this report is provide the financial information that represents the performance of the Web Leads product over a 3 year period, as well as analysing the 2021 forecasted profitability.
- The total number of campaigns in 2021 is 10. Compared to 12 in 2020 and 6 in 2019
- Turnover is forecast to be up by 20% compared to 2020 and 51% compared to 2019.
- Gross profit is forecast to be down by 23% compared to 2020 and up by 26% compared to 2019.
- The profit margin is currently at 15% compared to 25% in 2020 and 23% in 2019
- Recommendations include: re-introducing ROE to all campaigns, re-focusing the sales team on to the most profitable campaigns, decreasing the time taken to build new campaigns (specifically the most profitable), introduce a company pricing structure.
Data
The Detail
Data
2021 Forecasted Turnover
Average turnover per month in 2019- £127k Average turnover per month in 2020 - £208k Average turnover per month in 2021 - £259k
£3.1M
up 20% on 2020up 51% on 2019
Data
2021 Forecasted Gross Profit (GP)
Average GP per month in 2019- £29k Average GP per month in 2020 - £51k Average GP per month in 2021- £39k
£407k
down 23% on 2020up 26% on 2019
Gross Profit vs Turnoever
July 2019 to July 2021
Profit Margin (%)
July 2019 to July 2021
Analysis
Trend Observations
- 2019 peaked at 26% with a low of 21%
- 2020 peaked at 30% with a low of 18%
- 2021 peaked at 20% with a low of 13%
Campaign Analysis
2019 (Jul to Dec)
Most Revenue Generated
Most Profit Campaigns
Over 50's - 84% (Margin = 24%)Equity Release - 13% (Margin = 14%) PMI - 2%(Margin = 21%)
Over 50's - 77% (£489k) Equity Release - 20% (£127k) PMI - 2% (£11k)
Highest Margin Campaigns
Casino - 33% Over 50's - 24% PMI - 21%
Campaign Analysis
2020
Most Revenue Generated
Most Profit Campaigns
Over 50's - 74% (Margin = 13%)Funeral - 11% (Margin = 22%) PMI - 3%(Margin = 16%)
Over 50's - 78% (£1.8M) Funeral - 13% (£296k) PMI - 5% (£111k) Broadband - 2% (£47k) Life - 1% (24k)
Highest Margin Campaigns
Car Finance - 47% Casino - 27% Equity Release - 27% Over 50's - 27% Life - 25%
Campaign Analysis
2021
Most Revenue Generated
Most Profit Campaigns
Over 50's - 74% (Margin = 13%)Funeral - 10% (Margin = 18%) Life - 10%(Margin = 7%) PMI - 3%(Margin = 17%)
Over 50's - 71% (£1.4M) Life - 18% (£370k) Funeral - 7% (£144k) PMI - 2% (£49k)
Highest Margin Campaigns
Broadband - 65% Personal Injury - 23% Plevin - 20% Funeral - 18% PMI - 17%
2021 Top Campaigns (Based on Turnover)
CPL vs CPA Yearly Comparison
July Snapshot
Conclusion
What did we learn?
Conclusion
What did the data tell us about 2021?
Conclusion III
Conclusion II
Conclusion I
TBC
TBC
TBC
Conclusion V
Conclusion VI
Conclusion IV
TBC
TBC
TBC
Recommendations
What can we do about it?
Recommendations
Short, Medium, Long
Rec - 3
Rec - 1
TBC
TBC
short, medium, long?
short, medium, long?
Rec - 4
Rec - 2
TBC
TBC
short, medium, long?
short, medium, long?
Auth: Simon Fieldstead
GP Report
Simon Fieldstead
Created on August 27, 2021
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Transcript
Web Leads Profitability Report
Top line Analysis of the Profitability of the Web Leads Department 2021 Compared to 2020 & 2019
Executive Summary
Data
Analysis
Next steps
Executive Summary
In a Nut Shell
Executive Summary
2021 vs 2020 & 2019
All figures contained within this report where taken from the official Veriform billing sheet.
Data
The Detail
Data
2021 Forecasted Turnover
Average turnover per month in 2019- £127k Average turnover per month in 2020 - £208k Average turnover per month in 2021 - £259k
£3.1M
up 20% on 2020up 51% on 2019
Data
2021 Forecasted Gross Profit (GP)
Average GP per month in 2019- £29k Average GP per month in 2020 - £51k Average GP per month in 2021- £39k
£407k
down 23% on 2020up 26% on 2019
Gross Profit vs Turnoever
July 2019 to July 2021
Profit Margin (%)
July 2019 to July 2021
Analysis
Trend Observations
Campaign Analysis
2019 (Jul to Dec)
Most Revenue Generated
Most Profit Campaigns
Over 50's - 84% (Margin = 24%)Equity Release - 13% (Margin = 14%) PMI - 2%(Margin = 21%)
Over 50's - 77% (£489k) Equity Release - 20% (£127k) PMI - 2% (£11k)
Highest Margin Campaigns
Casino - 33% Over 50's - 24% PMI - 21%
Campaign Analysis
2020
Most Revenue Generated
Most Profit Campaigns
Over 50's - 74% (Margin = 13%)Funeral - 11% (Margin = 22%) PMI - 3%(Margin = 16%)
Over 50's - 78% (£1.8M) Funeral - 13% (£296k) PMI - 5% (£111k) Broadband - 2% (£47k) Life - 1% (24k)
Highest Margin Campaigns
Car Finance - 47% Casino - 27% Equity Release - 27% Over 50's - 27% Life - 25%
Campaign Analysis
2021
Most Revenue Generated
Most Profit Campaigns
Over 50's - 74% (Margin = 13%)Funeral - 10% (Margin = 18%) Life - 10%(Margin = 7%) PMI - 3%(Margin = 17%)
Over 50's - 71% (£1.4M) Life - 18% (£370k) Funeral - 7% (£144k) PMI - 2% (£49k)
Highest Margin Campaigns
Broadband - 65% Personal Injury - 23% Plevin - 20% Funeral - 18% PMI - 17%
2021 Top Campaigns (Based on Turnover)
CPL vs CPA Yearly Comparison
July Snapshot
Conclusion
What did we learn?
Conclusion
What did the data tell us about 2021?
Conclusion III
Conclusion II
Conclusion I
TBC
TBC
TBC
Conclusion V
Conclusion VI
Conclusion IV
TBC
TBC
TBC
Recommendations
What can we do about it?
Recommendations
Short, Medium, Long
Rec - 3
Rec - 1
TBC
TBC
short, medium, long?
short, medium, long?
Rec - 4
Rec - 2
TBC
TBC
short, medium, long?
short, medium, long?
Auth: Simon Fieldstead