Traffic & conversion
Where the traffic comes from, and what it converts to
Qualified showroom traffic is the core measured signal: volume, source, quality of visit and the rate at which each visit becomes a delivered instrument.
Qualified visits (T12M)
272.5K
+18.2% from the first to the last month of Oct 2025 – Sep 2026
Visit-to-order conversion
2.55%
+0.42 pts across Oct 2025 – Sep 2026
Demonstration rate
36.7%
Share of visits that include a guided instrument demonstration
Appointment share
40.7%
Booked appointments as a share of all qualified traffic
Traffic volume against conversion rate
Qualified visits and guided demonstrations on the left axis; visit-to-order conversion on the right. Demonstration volume moves the conversion line.
Appointments versus walk-ins
Booked traffic converts roughly four times better than passing trade
Conversion by visit type
Orders per hundred visits of each type, trailing twelve months
Traffic sources feeding the network
Monthly qualified showroom visits attributed to first touch, with the conversion rate each source delivers
| Source | Web sessions / mo | Showroom visits / mo | Conversion |
|---|---|---|---|
| Steinway.com find-a-location | 486,000 | 8,900 | 3.4% |
| Concert & artist programs | 96,000 | 3,100 | 4.6% |
| Spirio campaign & demo requests | 214,000 | 5,400 | 4.1% |
| Dealer & partner referral | 71,000 | 2,600 | 2.7% |
| Buyer's Guide download | 158,000 | 3,300 | 2.2% |
| Walk-in / passing trade | — | 2,000 | 1.1% |
Stage conversion, month versus prior quarter
Each stage shows current volume and the step-through rate from the stage above
39.9% step conversion (+1.2 pts)
31.7% step conversion (+1.3 pts)
36.9% step conversion (+0.9 pts)
60.3% step conversion (-1.9 pts)
Regional conversion performance
Monthly traffic and trailing conversion by region
- Visits / mo
- 9,590
- Demos / mo
- 3,520
- Avg. order
- $96,500
- Avg. dwell
- 48 min
- Visits / mo
- 6,750
- Demos / mo
- 2,180
- Avg. order
- $88,400
- Avg. dwell
- 52 min
- Visits / mo
- 8,130
- Demos / mo
- 3,610
- Avg. order
- $104,200
- Avg. dwell
- 61 min
- Americas orders / yr244
- Europe orders / yr165
- Asia-Pacific orders / yr231
Conversion by showroom
Trailing twelve month deliveries against qualified traffic, ranked by conversion
| Showroom | Type | Visits / mo | Units T12M | Conversion | Spirio attach |
|---|---|---|---|---|---|
| Zurich | Authorized Showroom | 470 | 46 | 0.82% | 34% |
| Miami | Company Showroom | 1,120 | 96 | 0.71% | 57% |
| Dallas | Authorized Showroom | 760 | 64 | 0.70% | 44% |
| Beijing | Company Showroom | 1,520 | 128 | 0.70% | 59% |
| Los Angeles | Company Showroom | 1,480 | 121 | 0.68% | 52% |
| Toronto | Authorized Showroom | 540 | 44 | 0.68% | 30% |
| Shanghai | Flagship Hall | 1,890 | 154 | 0.68% | 63% |
| Munich | Company Showroom | 700 | 57 | 0.68% | 28% |
| London | Flagship Hall | 1,260 | 102 | 0.67% | 35% |
| Vienna | Authorized Showroom | 420 | 34 | 0.67% | 22% |
| Hamburg | Flagship Hall | 1,340 | 108 | 0.67% | 29% |
| Shenzhen | Authorized Showroom | 1,080 | 87 | 0.67% | 61% |
| Hong Kong | Company Showroom | 720 | 58 | 0.67% | 55% |
| Chicago | Company Showroom | 980 | 78 | 0.66% | 38% |
| Paris | Company Showroom | 830 | 66 | 0.66% | 31% |
| Berlin | Company Showroom | 780 | 62 | 0.66% | 26% |
| Seoul | Company Showroom | 860 | 68 | 0.66% | 46% |
| New York | Flagship Hall | 2,410 | 186 | 0.64% | 41% |
| Sydney | Authorized Showroom | 480 | 37 | 0.64% | 32% |
| Mexico City | Authorized Showroom | 430 | 33 | 0.64% | 27% |
| Singapore | Authorized Showroom | 640 | 49 | 0.64% | 51% |
| Tokyo | Company Showroom | 940 | 71 | 0.63% | 37% |
| Boston | Authorized Showroom | 690 | 52 | 0.63% | 33% |
| San Francisco | Company Showroom | 820 | 61 | 0.62% | 49% |
| Madrid | Authorized Showroom | 390 | 29 | 0.62% | 23% |
| Milan | Authorized Showroom | 560 | 41 | 0.61% | 25% |
| São Paulo | Authorized Showroom | 360 | 26 | 0.60% | 24% |