In WinePulse the Wine Club Sign up conversion rate is the number of NON wine club tasters who joined the Wine Club.  For example if 30 of today's 50 tasters are non-wine club and 3 join the wine club, the wine club conversion rate is 3/30 i.e. 10%.

Industry normals range between 5-7%.  

Note in WinePulse the "Customer Type" field (Guest Customer, 1st Time Customer, Repeat Customer) is used to identify a non wine-club customer.  Individual tasting SKU's are not used for this calculation.

Wine Club Signups with No (or a Blank) Sales Associate are not counted in the Signup Conversion calculation.