For example, Intercom has a signup flow that requests information directly on the homepage. Finally, when the user submits that form, they’re taken into the product.īut not every signup flow is identical to the one described above. There are also multiple prominent buttons that say something like “Get Started” or “Sign up today.” Those buttons lead to a “sign up page” which asks for multiple pieces of information (e.g. There’s a homepage that explains the product and the value and links to a bunch of other pages with further explanations about pricing, features, documentation, etc. Want to learn more about Conversion Rate Optimization? Read our complete guide, and try our CRO calculator! Methodologyįirst, we had to define what we meant by a “signup flow.” Many SaaS companies have converged onto pretty similar website structures. We decided to develop a signup flow conversion rate benchmark and learn what factors influence that number. One of the most common questions we get from our software-as-a-service customers is, “how good is our signup conversion rate? Should we be working to make that better, or is it already pretty good compared to other companies?” We’ve asked ourselves the same question at Heap quite a bit. Often, customers find that there are hundreds of things they could be measuring, testing, and iterating on, but have no idea where to start.

At Heap, we help companies measure user behavior and visualize what users are doing with session replays.

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