How to use the newsletter signup rate calculator
The signup rate changes by multiples depending on the denominator. Page visitors asks what share of everyone who landed on the page subscribed. Form impressions asks what share of the people who actually saw the form subscribed. If the form sits below the fold or in a popup, impressions are far fewer than visitors, so the same subscriber count produces a much higher rate on the form basis. This calculator makes you choose and prints the choice in the result label.
With double opt-in, the people who clicked subscribe and the people who confirmed by email are not the same group. Enter confirmations and you also get the confirmation rate, which is where a healthy signup rate often leaks before the list actually grows.
Enter a signup goal and the calculator works backwards to the visitors or form impressions required at the current rate. Average signup rates vary widely by industry and traffic source, so no benchmark is given here. Use last month's own number as your baseline and compare as you move the form or change the incentive.
Frequently asked questions
Form impressions when you are testing the form copy or the incentive, visitors when you want to know how many subscribers the page produces overall. Never compare the two figures with each other.
People cannot be fractional, so hitting the goal takes one more visitor rather than a fraction. The calculation uses exactly the rate displayed above it.