Sending proposals is an essential part of growing your business — but sending more proposals doesn’t necessarily mean closing more deals. The real magic lies in understanding why some proposals succeed and others don’t. By analyzing your proposal performance, you gain the insights needed to increase your acceptance rates and win more clients.
In this blog, we’ll walk you through how to evaluate your proposals effectively, what metrics to track, and actionable steps to make them more successful.
Why Proposal Analysis Matters
Every proposal you send is a reflection of your business. A strong proposal shows professionalism, builds trust, and communicates value. But without proper analysis, you’re flying blind — repeating mistakes, missing opportunities, and possibly losing clients.
Proposal performance analysis helps you:
Identify which parts of your proposals resonate with clients
Find bottlenecks that delay or prevent approvals
Improve your win rate over time
Optimize your sales and marketing efforts
In short, proposal analytics = smarter proposals = higher success rates.
Key Metrics to Track
To understand how your proposals perform, start by tracking these key metrics:
1. Open Rate
This shows how many recipients actually opened your proposal. A low open rate may mean:
The email subject line wasn’t compelling
The proposal was sent at the wrong time
It went to the wrong contact
Tip: Use A/B testing on subject lines and track best times to send.
2. Time Spent Viewing
How long did the recipient spend looking at the proposal? A quick open-and-close might mean:
The content didn’t capture attention
The design was overwhelming or confusing
The proposal didn’t match expectations
Tip: Use clear structure, visual hierarchy, and concise copy to keep interest high.
3. Engagement Points
Where are people clicking, scrolling, or pausing? Engagement heatmaps (if your software provides them) show what areas of your proposal draw attention — and what’s being skipped.
Focus on:
Pricing sections
Case studies/testimonials
Call-to-action buttons
Tip: If your CTA or pricing is consistently skipped, consider repositioning it earlier or using more persuasive copy.
4. Approval Rate (or Close Rate)
This is the most important metric — how many proposals are actually approved or accepted.
Look for trends:
Which clients accept most often?
Are certain service packages winning more deals?
Do shorter or longer proposals convert better?
Tip: Compare successful and unsuccessful proposals side by side to identify key differences.
5. Time to Acceptance
How long does it take from proposal sent to approval? If it’s too long:
The client might need more follow-up
The proposal may lack urgency
There could be internal decision-making delays
Tip: Add a time-bound offer or deadline to encourage quicker responses.
How to Increase Your Proposal Acceptance Rates
Now that you know what to track, let’s dive into actionable ways to increase your proposal success rate.
1. Audit Past Proposals
Look at your last 10–20 proposals. Categorize them into “Won” and “Lost.” Analyze:
Tone and structure
Visual design
Pricing layout
Client personalization
Proposal length
What patterns do you notice in winning proposals? Build future templates around those insights.
2. Shorten the Decision-Making Path
Clients appreciate clarity. Make sure your proposals:
Include a summary at the top
Highlight deliverables and outcomes
Provide clear pricing and payment terms
Include a single, obvious call to action
Don’t make them search for key info — guide their eyes straight to it.
3. Use Proposal Software with Analytics
Modern proposal tools like PandaDoc, Proposify, or Better Proposals provide real-time analytics. This allows you to:
See who opened your proposal and when
Track engagement time per section
Get notified when someone shares it internally
Automate reminders and follow-ups
This insight helps you time your outreach perfectly and respond to signals in real-time.
4. Follow Up Strategically
Most deals aren’t lost because the proposal was rejected — they’re lost due to silence. Don’t just send and wait.
Use a structured follow-up sequence:
Day 2: “Just checking in, let me know if you have questions.”
Day 5: “Here’s a quick summary of what the proposal covers.”
Day 10: “Would you like to hop on a call to discuss?”
Bonus Tip: Share additional value in your follow-ups like testimonials, success stories, or FAQs.
5. Continuously Test and Improve
Treat proposal writing like a science. Try:
Testing different formats (short vs. long)
Trying visual layouts vs. text-heavy formats
Offering different pricing options or bonuses
Then track results and adjust accordingly. Even small changes can significantly boost your success rate.
Final Thoughts
Proposals are no longer static documents — they’re living, trackable experiences. By analyzing how clients interact with your proposals and optimizing based on real data, you’ll write smarter, close faster, and win more.
Start by tracking the right metrics, leverage modern tools, and refine your process. Proposal performance analysis isn’t just about numbers — it’s about learning what moves the needle, and using that knowledge to grow your business.