Conversion benchmarks
Conversion rates for info product creators
Info products (eBooks, templates, swipe files) live on launch traffic and email economics. Healthy sales-page conversion 2 to 6% on launch week, dropping to 0.3 to 1.5% in steady state. Refund rate 3 to 8%. The launch is the peak; the email list is what compounds over months.
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TL;DR
As of , the short version is: Info products (eBooks, templates, swipe files) live on launch traffic and email economics. Healthy sales-page conversion 2 to 6% on launch week, dropping to 0.3 to 1.5% in steady state. Refund rate 3 to 8%. The launch is the peak; the email list is what compounds over months.
Conversion rate for info product creators TL;DR
- Cohort
- info product creators
- TL;DR
- Info products (eBooks, templates, swipe files) live on launch traffic and email economics. Healthy sales-page conversion 2 to 6% on launch week, dropping to 0.3 to 1.5% in steady state. Refund rate 3 to 8%. The launch is the peak; the email list is what compounds over months.
- Good looks like
- $2K to $20K per launch with 1K to 10K engaged subscribers. Refund rate under 6%. Email list growing 5%+ month-over-month from organic.
- Broken looks like
- Sub-$1K launches, refund rate over 10%, email list flat. Either Wrong Person traffic or the offer doesn't compound across launches.
- Most common diagnosis
- Weak Offer
- Last verified
- May 20, 2026
Funnel-stage directional ranges
All ranges are directional. They depend on traffic source, price point, audience warmth, and cohort tightness. Use them to position your own numbers honestly, not as universal targets.
Stage 1
Cold sales page → purchase (launch)
2% to 6%
Launch traffic from your email list and engaged audience. Below 2% means hook or offer is broken. Above 6% means tight audience-product fit.
Stage 2
Cold sales page → purchase (steady state)
0.3% to 1.5%
Post-launch organic traffic. Always lower than launch traffic. Below 0.3% means the page can't sell without warm context; above 1.5% means strong evergreen positioning.
Stage 3
Email open rate (launch)
30% to 50%
Below 30% is a deliverability or sender-name issue. Above 50% usually means small, tightly-engaged list.
Stage 4
Refund rate
3% to 8%
Healthy info product refund rate. Below 3% means barely-engaged buyers; above 8% means sales page over-promised relative to delivery.
What good vs. broken looks like
Good looks like
$2K to $20K per launch with 1K to 10K engaged subscribers. Refund rate under 6%. Email list growing 5%+ month-over-month from organic.
Broken looks like
Sub-$1K launches, refund rate over 10%, email list flat. Either Wrong Person traffic or the offer doesn't compound across launches.
Most common Brunson diagnosis for info product creators
When info product creators hit the diagnostic with flat numbers, the most-common label that comes back is Weak Offer. That doesn’t mean every flat-rate cohort lands there – it’s a directional priors signal worth checking first.
Questions info product creators ask about conversion rates
Why are my launches not getting bigger over time?
Each launch should compound the previous one. If they're flat, the value ladder is broken: launches don't seed the next product's audience. Brunson Hard-Rule: every launch builds the next one's email list.
Should I sell on Gumroad, Stan, or my own checkout?
Platform-agnostic for the offer's mechanics. The choice depends on tax handling and audience expectation. Gumroad and Stan handle EU VAT/tax automatically; own-checkout requires more setup but is the long-term play.
How big does my email list need to be to launch?
1,000 engaged subscribers is enough for $1K to $5K launches. 10,000 engaged subscribers supports $10K to $100K launches. Engagement matters more than size – a 1,000-person engaged list outperforms a 10,000-person disengaged one.
More for info product creators
The full diagnostic for info product creators →
Built for info product creators (eBooks, templates, swipe files, packs) whose Gumroad or LemonSqueezy is live but flat. The diagnostic labels what's broken and the Playbook walks you from that label to one paying customer.
Related Brunson terms
How does your funnel actually compare?
Knowing the range doesn’t fix the funnel – running the read does. The free 90-second Launch Diagnostic checks your live page against the info product creators pattern and labels what specifically is flat.