How often should I change and/or add a new lead magnet? Should I have multiple lead magnets? Should I keep the old lead magnet available?

First, focus on getting one lead magnet to a really good conversion – a 30% or higher conversion rate is a good benchmark to set. 

If you use something like Leadpages or ConvertKit, you can go into the backend and get that data, plus a lot of other valuable insights.

From there, if you feel compelled to create something new, you can – and your list will probably grow quicker if you have a few different options. Just make sure that you have the first one dialed in before you move on to others. 

It is absolutely ok to keep old lead magnets available, as long as they’re still relevant!