We recommend using realistic conservative estimates when entering your data.

For example:

• Use your actual average monthly traffic from the past 6–12 months
• Estimate your current conversion rate based on tracked goals or donations
• Project a modest improvement in conversion rate unless you’re doing a full strategy and UX overhaul
• Use a realistic redesign cost that includes development, design, content and testing

By using grounded numbers you’ll get a more accurate picture of what your organization might expect rather than overly optimistic results.