If you’re sending business proposals and aren’t sure what happens after you hit “send,” you’re flying blind. This guide’s for anyone using Betterproposals who wants real answers: Who’s reading my proposals? Which ones actually convert? And how can I stop guessing and actually close more deals? Let’s skip the fluff and get to the point.
1. Why Bother With Proposal Analytics?
Here’s the hard truth: if you’re not tracking what happens to your proposals after you send them, you’re wasting time. Most proposals don’t just get lost—they get ignored, skimmed, or stuck in someone’s inbox. The goal isn’t to send more; it’s to send proposals that get signed.
You need to know:
- Who’s opening your proposals and when
- Which sections they actually read (or ignore)
- How long they spend reading, and where they get stuck
- What leads to a signed deal—and what kills it
Betterproposals has built-in analytics. But like any tool, it’s only useful if you know what to look for (and what to ignore).
2. Set Up Analytics in Betterproposals (It’s Already There)
The good news? If you’re using Betterproposals, basic analytics are built in. You don’t have to install anything or get a degree in data science.
Here’s what you get by default:
- Opens: Who viewed your proposal and when
- Time Spent: How long they spent reading, by section
- Conversions: Who signed, and when
- Device Info: Desktop, mobile, etc.
To access analytics:
- Go to your Dashboard.
- Find the proposal you want to check.
- Click on “Analytics” or “Tracking” (the label changes, but it’s obvious in the menu).
Pro Tip: If you want to get fancy, you can connect Betterproposals to tools like Zapier or your CRM for more tracking—but start simple. Don’t let integrations distract you from the basics.
3. Understand the Metrics That Actually Matter
Let’s break down what’s worth watching and what you can safely ignore.
Key Metrics
- Open Rate: Did your client even look at the proposal? If not, your email subject line or timing might be the problem—not the proposal itself.
- Section Read Time: Which parts do they linger on? If everyone skips your “About Us” but spends ages on pricing, you know where to focus.
- Total Time Spent: If someone spends five minutes and signs, your proposal is clear. If they spend 30 minutes and then disappear, something’s wrong.
- Forwarding: If your proposal gets forwarded around, that’s usually good—unless it stalls out in a committee.
- Conversion Rate: The only number that really matters: how many proposals get signed.
What to Ignore
- Device Type: It’s mildly interesting, but don’t obsess over mobile vs. desktop unless you’re seeing obvious formatting issues.
- Exact Time of Day Opened: Don’t try to game the clock. What matters is that it’s opened.
4. Spot the Patterns: What the Numbers Are Telling You
Analytics aren’t magic. They just give you clues. Here’s how to actually use them.
If Opens Are Low
- Your initial email probably sucks. Try a clearer subject line, or a short personal note.
- Don’t resend the same proposal again and again—fix your outreach.
If People Open but Don’t Sign
- Check time spent: If they’re in and out in under a minute, your proposal’s too long or confusing.
- If they stall on pricing: Maybe your prices aren’t clear, or the value isn’t obvious.
- If they keep re-reading: That’s not always good. It could mean they’re confused or stuck on details.
If Proposals Get Forwarded
- This usually means a decision-maker loop. Make sure your proposal is clear to someone who doesn’t know you.
- Avoid jargon and assumptions—write like you’re explaining to a new person.
If They Linger on Certain Sections
- That’s where you need to clarify. If everyone gets stuck on the “Terms” page, maybe your terms are too harsh or unclear.
5. Make Real Changes That Actually Improve Conversion
All the analytics in the world are pointless if you don’t act on them. Here’s what actually works:
1. Shorten and Simplify
- Cut the fluff. Get rid of the “About Us” novel—clients care about what you’ll do for them.
- Use clear, bold headers. Break up walls of text.
- Make pricing dead simple. No hidden fees, no “call for details.”
2. Personalize, But Don’t Overdo It
- A quick personal note at the top goes a long way.
- Don’t use fake personalization (“We’re so excited to maybe possibly work together!”). Be direct about what you’re offering.
3. Address Sticking Points
- If analytics say everyone gets stuck on a section, rewrite it.
- Ask a colleague to read it and tell you where they’re confused.
4. Make It Easy to Sign
- One-click acceptance is non-negotiable. Remove any unnecessary steps.
- Offer a quick way to ask questions—chat, direct email, whatever works.
5. Follow Up (But Don’t Nag)
- If someone opened but didn’t sign, a short, direct follow-up works better than endless “Just checking in…” emails.
- Reference specific analytics: “Saw you had some questions about the pricing—want to hop on a quick call?”
6. Test One Change at a Time
- Don’t overhaul everything at once. Change one thing (like the pricing section), then see what happens.
- Keep notes. Over time, you’ll know what actually moves the needle.
6. Ignore the Hype: What Not to Waste Time On
- Tracking “engagement scores” or other made-up metrics: If it doesn’t tie to a signed deal, skip it.
- Chasing endless integrations: Unless your team is huge, just use the built-in analytics.
- Obsession over proposal design: Clean and readable beats fancy animations every time.
7. Real-World Workflow: A Simple Process
- Send your proposal.
- Check analytics after 24–48 hours.
- If not opened: tweak your outreach, not your proposal.
- If opened but no action: look at where they spent time, and follow up with something helpful.
- If signed: great—note what worked, and repeat.
- Tweak one thing at a time. Don’t change everything and hope for the best.
8. Common Mistakes (and How to Avoid Them)
- Changing too much, too fast: You’ll never know what actually worked.
- Assuming everyone reads every word: They don’t. Put the important stuff up front.
- Forgetting to follow up: Analytics are only useful if you act on them.
- Letting the tool drive your process: Analytics are a guide, not a boss. Use your judgment.
Keep It Simple and Keep Improving
You don’t need to become a data nerd. Just watch what happens, fix the obvious issues, and repeat. Over time, you’ll get a feel for what works for your clients—without drowning in numbers or chasing every new feature. Send, track, tweak, repeat. That’s it.