What conversion rate should I expect from foot traffic to email signups at shows?

While the exact conversion rate varies by show, tracking this metric is crucial for understanding which shows are performing best for building your audience. If you have 200-1,500 people in your booth over a weekend and capture 50 email addresses, that’s your baseline. More importantly, you should maintain a spreadsheet with: name of show, date, foot traffic count, emails captured, and calculated conversion rate for each event. This data allows you to identify which shows have the best audience engagement and are worth returning to. The goal should be to systematically improve this conversion rate at each show through better booth design, clearer calls-to-action, and more compelling sign-up incentives.

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Asked by artists doing in-person shows · Answered by Patrick Shanahan · art-marketing-podcast · 2025-03-12