LanguageSignup conversion rate calculator
Work out your signup conversion rate, compare it with sourced SaaS benchmarks, and see which channel loses the most visitors.
Work out your signup conversion rate
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signup conversion rate
Against published benchmarks
Your signup conversion rate shows here
Signup conversion rate = sign-ups ÷ visitors × 100, over the same dates.
Signup conversion rate = sign-ups ÷ visitors × 100, over the same dates.
Which visitors you count changes the answer, so pick site visitors, landing page visitors or people who saw the sign-up form, and keep it.
- Site visitors: Oribi, 4.7% average across 56 SaaS sites in 2020 (source). First Page Sage, 2.2% to 15.9% by trial type and channel, from its own agency clients, so the high end (source).
- Landing page visitors: Unbounce, 3.8% median for SaaS landing pages in 2024, counting any page goal (source).
- People who saw the sign-up form: Heap, 36.2% average in 2017, the form only (source).
Not sure which visitors to count? Talk it through in a free 15-min call
How this calculator works
It divides your sign-ups by your visitors and multiplies by 100, then compares the result only with benchmarks that count the same visitors you picked. For the long version, including which visitors to count, read how to calculate signup conversion rate.
Add channels to see each one’s rate. When your best channel converts at least three times as well as your weakest, the weak one is more likely a traffic problem than a page problem.
Benchmarks we compare against
| Source | What it counts | Figure | Compared when you pick |
|---|---|---|---|
| Oribi, SaaS 2020 Benchmark | Site visitors who signed up to a trial or free plan, direct traffic excluded (56 SaaS websites, 1.6M visitors) | 4.7% average | Site visitors |
| Unbounce, Conversion Benchmark Report (2024) | SaaS landing page visitors who completed the page’s goal, not only sign-ups | 3.8% median | Landing page visitors |
| First Page Sage, SaaS free trial benchmarks | Site visitors who started a trial, from the agency’s own 86 SaaS clients, so the high end | No card: 8.5% organic, 7.1% paid. Card required: 2.5% organic, 2.2% paid. Freemium: 13.3% organic, 15.9% paid | Site visitors, with a trial type picked |
| Heap (2017) | People who reached a sign-up page and submitted the form (79 SaaS companies). Old, and the form only | 36.2% average | People who saw the sign-up form |
Questions
What’s a good signup conversion rate?
It depends on which visitors you count. Oribi found an average of 4.7% of SaaS site visitors signed up (2020). Unbounce puts the median SaaS landing page at 3.8% (2024), counting any page goal. First Page Sage reports 2.2% to 15.9% of site visitors by trial type and channel, from its own agency clients, so treat that as the high end. Heap found 36.2% of people who reached a sign-up form submitted it (2017).
Is signup conversion rate the same as registration conversion rate?
Yes. They’re the same measure under two names: sign-ups, or registrations, divided by visitors over the same dates, times 100.
Which visitors should I count?
Site visitors, landing page visitors or people who saw the sign-up form. Each gives a different rate, so pick one, keep it, and only compare against a benchmark that counts the same visitors. Leave out existing users logging in.
Read next
- Signup conversion rate: the formula and real benchmarks
- Activation rate calculator, for what happens after the sign-up
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