Snapshot conversion rate tells you what percentage of your registrations went on to upgrade their account (conversion to full) within a certain period, irrespective of the member signup date.
To calculate snapshot conversion rate you should divide the number of initials (upgrade) in a specific timeframe by the number of basic members fin that same time period (x 100).
The formula is as follows:
(initials / basics) x 100
For example, if 150 people sign up to your dating site and 15 people upgrade to a paid subscription (initial), your conversion rate is 10%
(150 / 15) x 100 = 10%
Conversion will always vary slightly depending on the territory, network, niche and acquisition source.
As a guideline we'd say that the below conversion rates are average:
Mainstream - 4-7%
Adult - 3-6%