I reviewed my traffic and downloads in a weekly spreadsheet to see which ones were attracting subscribers. I compared traffic on key posts to opt-ins.

To compare web traffic to opt-ins in a Google Sheet and calculate the conversion rate, you typically have two columns: one for web traffic (number of visitors) and one for opt-ins (number of people who subscribed or signed up).

You can then add a third column to calculate the conversion rate for each row (if you’re tracking this over time) or the entire site/page.

Tip: A good lead magnet should convert about 3% of your visitors into subscribers.

Don’t have time for this type of testing?

My best-performing lead magnets were transformational checklists, e.g., A time-saving self-editing checklist.

After finding a proven format, I improved the content. And I turned off the lead magnets that didn’t attract subscribers.

I also started adding elements to my landing page, such as social proof. “25,000 writers downloaded this short ebook.”

Creating MVP lead magnets, iterating the winners, and turning off the losers is a sure strategy for growing an engaged email list.

Still Stuck?

What 10 tools do you use every week and why? List them out, explain why you like them and put that into a PDF like this.