# Sign-up conversion rate

Understand how effectively each variant converts visitors into new accounts.

> **Tracking required**
>
> Track the [User signed up](/reference/event/types/user-account/user-signed-up) event to feed data into this widget.

This chart shows the sign-up rate for each variant in your experiment. By including only sessions where users were exposed to a variant, it isolates the effect of your changes and reveals which version drives more account creations.

## Metrics

![Sign-up conversion rate widget](/assets/reference/analytics/experiment/sign-up-conversion-rate.png)

The chart includes:

1. **Sign-up conversion rate**\
   The percentage of sessions impacted by your experiment that generated a sign-up.
2. **Sign-up conversion rate per variant**\
   The percentage of sessions that resulted in a sign-up by each variant in your experiment.

> **Question: What does the comparison over the last period mean?**
>
> It represents the growth or decline of the metric compared to the previous period.
>
> The *last period* refers to the date filter you selected. For example, if the filter is set to the **last 7 days**, the *last period* will be the **7 days immediately before that range**.

## Interpretation

Imagine your experiment reached 1,200 sessions during the experiment. Out of those, users in 36 sessions completed the sign-up process. This means your sign-up conversion rate is 36 divided by 1,200, resulting in a 3% conversion rate.

We calculate this metric using the formula:

```math
Sign \space up \space conversion \space rate = \frac{total \space sign \space ups}{total \space sessions}
```

### What the number tells you

Here are some common insights you can get from this widget:

- An increasing conversion rate for a given variant indicates that the version shown to users is clearer, more compelling, or reduces friction in the registration process.
- A decreasing or consistently lower conversion rate for a given variant may reveal issues such as unclear messaging, a complex form, or barriers that prevent users from completing sign-up.
- A stable sign-up conversion rate across variants shows that while the user experience changes, user behavior remains consistent.

## Explore

- [Events](/reference/event/overview#event-types): Learn how to track user events for analytics and personalization.
- [Audiences](/explanation/audience): Understand how to delivery content to specific groups of users.