Why Most Startup Waitlists Suck (And How To Fix Yours)
A deep dive into the benchmarks behind great waitlists — and the proven tactics to turn interest into action.
“I Have 10,000 People on My Waitlist!”
Why That Number Means Nothing Without This Metric
Startup founders love showing off big waitlist numbers.
10K signups. 25K. Even 100K.
But here’s the brutal truth:
A waitlist means nothing if nobody converts.
Having a massive list of passive emails won’t get you funded or help you grow. What matters far more?
Your waitlist conversion rate.
Today, we’re going deep into the only waitlist metric that truly matters — and how to improve it
What is Waitlist Conversion Rate?
Waitlist conversion rate =
(Number of Waitlist Members Who Became Paying Customers / Total Number of Waitlist Signups) x 100
It answers one simple question:
How many people were excited enough to buy what you’re building?
You can have 50,000 signups…
But if only 500 convert, you’re looking at a 1% conversion rate — not something to brag about.
What’s a “Good” Waitlist Conversion Rate?
Here’s the industry-backed benchmark breakdown:
Please note that this can vary by industry and offer type.
SaaS tools with urgent pain points often see >30%
DTC brands or non-essential products might hover around 10-15%
AI and PLG products? Sometimes they see 50%+ — if the hype is real.
Why Most Waitlists Underperform
Shiny-object traffic
You posted once on X or Product Hunt. It blew up. But no one stayed. That’s not validation — it’s virality.Unclear value prop
If your landing page doesn’t scream "Here’s why this is for you", you’ll attract the wrong crowd.No engagement post-signup
No emails, no product previews, no excitement. People forget they signed up. Worse — they churn before launch.Zero urgency to convert
You finally launch. But there's no special deal, deadline, or push. So people move on.
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The Waitlist That Worked
Let’s talk about Beehiiv — the email platform that’s now powering some of the biggest newsletters out there.
When Beehiiv launched in 2021, it didn’t just open the gates. It ran a referral-based waitlist.
You sign up.
You get three friends to sign up, and you move up.
You get 10 = early access to premium tools.
But here’s the kicker:
They didn’t just go viral. They converted.
In their first 90 days:
8,000 on the waitlist
33%+ conversion rate
Paid users from Day 1
Strong feedback loop from early adopters
How? Because they made waitlist members feel like insiders, not email leads.
Here’s your no-fluff checklist:
1. Nail the Landing Page
Make your value prop obvious in 5 seconds
Show the product in action (GIFs > long text)
Use social proof (logos, testimonials, waitlist counters)
2. Offer a Launch Incentive
Limited-time deal
Founding member perks
Bonus content or feature access
People convert when they feel they’re getting something early or exclusive.
3. Build a Pre-Launch Email Sequence
Drip 3–4 emails before launch
Tease features, show behind-the-scenes
Segment users by interest level or referral count
4. Gamify Your Waitlist
Add points for referrals
Show leaderboard or “spot in line”
Let users unlock features by sharing
Use tools like Viral Loops or SparkLoop to automate this.
5. Use a Personal Loom Video
Instead of a dry “thanks for signing up,” send a 1-min video.
Talk like a founder, not a marketer.
Build connection early.
6. Create Urgency at Launch
Countdown timer in email
“Only 250 early access slots”
Highlight spots filling up
Urgency = Action.
7. A/B Test Relentlessly
Test headlines, button copy, email subject lines
Start with high-traffic pages
Small changes can 2x your rate
Resources to Improve Your Waitlist Strategy
How Xartup Helps You Fundraise Smarter
Instead of blindly reaching out to investors, use a strategic approach:
✅ Leverage Xartup’s Investor Database to find the right VCs based on sector & stage.
✅ Join the Xartup Fellowship to access mentorship & growth resources.
✅ Get Technical Credits to test your product and many more.
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