What is a "good" conversion rate for free offer/opt-in page?

by FeliciaSlattery 4 replies
Hi Warriors!

I know, I know. Slap me on the wrist. I'm finally growing up to be a Big Girl Marketer and am now tracking my pages. (It's only been a year or so. What?)

So, I have about a month's worth of tracking on my free offer/invite site/opt-in pages. I have a percentage from Google Analytics. Yay me. Except I have no idea what that percentage means.

I mean, I KNOW what it means-- that's the percent of visitors who opted in. But I don't know what to compare it to. Is a 2% opt-in rate average? Or is 50% average? Or 95%? I seriously don't know.

I've seen some anecdotal evidence somewhere along the way that about 1% is good, but I have no idea where I heard that or in what context; it could have been something completely dfferent.

So here I am hoping my clear subject line will attract some helpful advanced Warriors (Kevin Riley, I hope I did ok!. Saw your rant earlier and I always try to be clear in my communications -- it is what I do after all :-) ).


Thanks folks!
#main internet marketing discussion forum #conversion #free #good #offer or optin #page #rate
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  • Profile picture of the author Heath Sanchez
    Hi Felicia!

    Great move to start tracking your results - this will make you grow leaps and bounds!

    You should get a much higher conversion rate when you're offering something for free, but it will mainly come down to the type of traffic you get and what your advertising says to get people to your landing page.

    I'm currently achieving a 55% conversion rate on my free Online Marketing Strategy eBook, but I'm working on ways to increase this even more.

    Hope this helps!
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  • Profile picture of the author Harold Hsu
    Hi Felicia,

    It really depends on where your traffic is coming from. Are they PPC traffic? Organic search engine traffic? Or is your traffic coming from your list? These are just some of the factors that will determine an 'acceptable' opt-in rate.

    I assume you're talking about organic traffic, so I'd say that an opt-in rate of 40% or higher is great. 60% would be awesome.

    I think the 1% rate you mentioned has to do with a salespage the conversion rate (i.e. percentage of people who BUY your product). On average, I think most people get 2% for this.

    Hope this helps!
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  • Profile picture of the author Steve Garrett
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    • Profile picture of the author FeliciaSlattery
      Thanks guys!

      This is helpful. It gives me a good starting point. Yes, the traffic is organic. I don't do PPC yet (I tried once and got too confused. But I met Simon Leung last month, and he's convinced me to give it another go.).

      Harold, now that you mention it, yes... I recall that lower percentage rate did have something to do with buying. Thanks for clarifying.

      Looks like I should be shooting for around 50% conversion as a reasonable goal for my opt in page.

      Alright. Time to get to work!

      Felicia J. Slattery, MA
      Communication Coach
      Are you credible? I'll show you how. Free. Now.

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      • Profile picture of the author Fabian Tan
        Typically, a 'good' conversion rate for an opt-in page would be anything in the region of 30% to 60% or more. Anything above 50% is doing really, really well.

        Your conversion rate at any given time depends strongly on traffic source too. If you're driving traffic mainly through article marketing one week and ezine advertising the next, it's hard to get clarity on your numbers because different traffic sources often means different opt-in rates. So you'd want to define your traffic generation strategy first before going all-out on a split-testing campaign and drawing any conclusions.

        If you're doing testing for your opt-in pages, a good piece of software is Power Split Tester by Paul Hancox. Paul is a split-testing expert and this software is nifty, easy to set up and lets you see your opt-in rates at a glance with just a few simple clicks.

        Here are some parts of your opt-in page you can test:

        1. Headline. This plays one of the biggest roles in determining your conversion rates. Consistently test this.

        2. Graphical header or no header? Some marketers believe that having no header is better, others believe otherwise. Test it for yourself by using a header as a control.

        3. Number of bullet points. Do you overload your page with bullet points to emphasize lots of benefits or just a few to invite curiosity and make the page concise?

        4. Arrows or no arrows? Some marketers have pointed out that having an arrow near your opt-in form can increase your opt-in page.

        5. Color of background. Black, grey, white, blue or even red - which one gives the best conversion rates?

        6. Ecover graphic or no ecover graphic. Will an ecover graphic of your free report or newsletter increase conversions? Test it out.

        7. Format of your opt-in page. Does a short opt-in page or a long one work better? Does having an extra opt-in form on your page increase your conversions?

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