Heap conducted a study on signup conversion rates among 79 software-as-a-service (SaaS) companies to determine what factors influence user signups. The study found that the average signup conversion rate was 36.2%, with significant variation influenced by factors such as the use of one-click third-party OAuth signups, which increased conversion rates by 8.2 percentage points, and the presence of additional form fields, which generally decreased rates. Significantly, companies employing A/B testing and experimentation software, such as Optimizely, achieved higher conversion rates, suggesting that iterative testing leads to optimization. The study also highlighted that splitting signup forms into multiple sections could modestly improve conversion rates, potentially due to a psychological "foot-in-the-door" effect. The findings suggest opportunities for businesses to enhance their conversion rates by adopting these practices and continuously analyzing user behavior through tools like Heap.