Signup Conversion Benchmarks
How does your signup funnel compare? Average visit-to-signup rates and signup completion rates by industry.
| Industry | Visit-to-Signup | Completion Rate | Best-in-Class | Source |
|---|---|---|---|---|
| SaaS (B2B) | 2-5% | 75% | 88% | Recurly Research 2025 |
| SaaS (B2C) | 3-8% | 65% | 82% | ProfitWell |
| E-Commerce | 2-4% | 85% | 94% | Baymard Institute |
| Fintech | 1-3% | 55% | 72% | Plaid Research 2025 |
| Healthcare | 1-3% | 60% | 76% | Rock Health |
| Education / EdTech | 5-10% | 70% | 85% | HolonIQ |
| Media / Streaming | 5-12% | 80% | 92% | Recurly Research 2025 |
| Gaming | 8-15% | 75% | 90% | Newzoo |
| Marketplace | 3-6% | 65% | 80% | a16z Marketplace Research |
| Social / Community | 10-20% | 70% | 88% | Mixpanel Benchmarks |
| Developer Tools | 5-15% | 80% | 93% | PostHog Benchmarks |
| Insurance | 1-2% | 45% | 65% | McKinsey Digital |
Where the biggest drop-offs happen
The biggest drop-off typically happens at email verification (20-40% loss) and payment entry (30-50% loss). Reducing friction at these steps has the highest ROI.
Above 75% completion — Excellent. Streamlined flows with minimal steps and progressive profiling.
60-75% completion — Average. Typical for multi-step forms with email verification.
Below 60% completion — Needs attention. Common with heavy KYC, complex onboarding, or too many required fields.
Note: Social login (Google, Apple) can boost completion rates by 20-30%. Progressive profiling — collecting info over time instead of upfront — is the single most effective improvement for most funnels.