The first thing to consider would be whether or not your overall traffic specifically identifies with a product. If the product in question is an ebook about woodworking but the articles are about welding, many visitors wil quickly move on to something else.
Much of this depends on the relationship of products available as well as the headlines of feature articles. With that in mind, there are specifics types of traffic sources that can convert members at higher rates than others.
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Sometimes, this wil be current trending topics or any of other countless examples.
In another scenario, consider your specific activation goal. Trying to get an email is much easier than trying to make a sale. Asking for smaller favors results in larger results. This is also true of high membership fees.
When considering retention rates, it’s also important to consider others within the same market. Certain products wil feature more repeat users than others.
For example, high-end hand-crafted pieces of furniture may not have repeat customers while a fruit-of-the-month club wil invite shoppers to purchase goods each month.