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Estd 4.22.2023
In the competitive SaaS landscape, understanding user behavior across different devices is crucial for optimizing performance and driving business growth. While mobile usage continues to rise, desktop remains a significant channel for complex purchases and B2B transactions. Desktop conversion rate—a key performance indicator that often receives less attention than it deserves—can provide valuable insights into your product's effectiveness and user experience quality.
What is Desktop Conversion Rate?
Desktop conversion rate refers to the percentage of desktop users who complete a desired action on your website or application. This action, or "conversion," varies depending on your business goals and can include:
- Signing up for a free trial
- Creating an account
- Making a purchase
- Upgrading from a free to a paid plan
- Completing an onboarding process
- Downloading a resource
The formula for calculating desktop conversion rate is straightforward:
Desktop Conversion Rate = (Number of Desktop Conversions / Number of Desktop Visitors) × 100
For example, if your SaaS platform receives 10,000 desktop visitors in a month, and 500 of those visitors sign up for a free trial, your desktop conversion rate would be 5%.
Why Desktop Conversion Rate Matters for SaaS Executives
1. Different User Intent Across Devices
According to research by Google, users often exhibit different behaviors and intentions depending on the device they're using. Desktop users typically show higher intent for complex tasks and significant purchases compared to mobile users. For SaaS companies, this translates to desktop often being the preferred platform for:
- Evaluating enterprise software
- Comparing complex pricing plans
- Reading detailed documentation
- Making significant purchase decisions
A 2022 study by Baymard Institute found that desktop conversion rates for SaaS products were on average 1.8 times higher than mobile conversion rates for complex purchases over $1,000.
2. Conversion Rate Variations Signal UX Issues
If your desktop conversion rate differs significantly from industry benchmarks or your own mobile conversion rates, it may indicate UX problems specific to that platform. According to data from Contentsquare's 2023 Digital Experience Benchmark report, the average conversion rate for SaaS websites on desktop is between 3% and 5%.
3. Revenue Impact
For many SaaS companies, especially those with higher-ticket offerings, desktop traffic often drives a disproportionate amount of revenue. According to a report by Databox, desktop users account for 60-75% of revenue for most B2B SaaS companies, despite sometimes representing a smaller portion of overall traffic.
4. Different Optimization Opportunities
Desktop environments offer unique optimization opportunities that may not be available on mobile, such as:
- More screen real estate for detailed information
- Advanced interactive elements
- Multi-step forms that aren't constrained by smaller screens
- More powerful data visualization capabilities
How to Measure Desktop Conversion Rate Effectively
1. Set Up Proper Device Segmentation
Most analytics platforms allow for device segmentation. In Google Analytics 4, you can create segments based on device categories:
- Navigate to the "Exploration" section
- Create a new exploration
- Add segments for desktop users
- Apply conversion events as metrics
- Compare conversion rates across time periods or against mobile segments
2. Track Multiple Conversion Points
Different stages of your funnel may have varying conversion rates on desktop vs. mobile. Consider tracking:
- Initial landing page to sign-up conversion
- Free trial to paid conversion
- Basic tier to premium tier conversion
- Feature adoption rates
This granular approach helps identify specific areas where desktop experience may need improvement.
3. Implement Cohort Analysis
According to research from Mixpanel, users who begin their journey on desktop often show different lifetime value patterns compared to mobile-first users. Implementing cohort analysis allows you to track how desktop users convert over time:
- Group users based on their initial device (desktop vs. mobile)
- Track conversion rates and engagement over 30, 60, and 90 days
- Compare long-term value and retention rates
4. Use Heatmaps and Session Recordings
Tools like Hotjar, MouseFlow, or FullStory provide visual insights into how desktop users interact with your website:
- Heatmaps show where users click and how far they scroll
- Session recordings reveal user journeys and potential friction points
- Form analytics highlight where users abandon conversion processes
A study by CXL Institute found that companies using these visual analytics tools improved their conversion rates by an average of 20% through targeted UX improvements.
Benchmarking Your Desktop Conversion Rate
Industry benchmarks provide useful context, but vary widely based on:
- Your specific SaaS category
- Pricing model
- Sales approach (self-service vs. sales-assisted)
- Target audience
According to data from Unbounce's 2023 Conversion Benchmark Report, median conversion rates by SaaS category on desktop are:
- B2B SaaS: 3.5%
- B2C SaaS: 6.2%
- Enterprise SaaS: 2.4%
- Freemium SaaS: 8.1%
Instead of solely focusing on these benchmarks, track your own historical trends and strive for continuous improvement.
Strategies to Improve Desktop Conversion Rates
While a comprehensive optimization strategy deserves its own discussion, here are key considerations:
Leverage Desktop Advantages: Utilize the larger screen space to provide more detailed information, comparison tables, and robust data visualizations.
Optimize for Deep Work: Desktop users may spend more time researching. Provide in-depth content, detailed case studies, and comprehensive documentation.
Streamline Checkout and Sign-up: According to a study by the Baymard Institute, 26% of users abandon transactions due to overly long or complicated checkout processes.
Implement Smart Defaults: Pre-fill information where possible and implement smart form features like address lookup to reduce friction.
A/B Test Desktop-Specific Elements: Elements that perform well on mobile might not translate to desktop. Test different layouts, content hierarchy, and call-to-action placements specifically for desktop users.
Conclusion
Desktop conversion rate remains a critical metric for SaaS executives, particularly for companies targeting enterprise customers or offering complex products. By properly measuring, benchmarking, and optimizing this metric, you can uncover significant revenue opportunities and improve overall user experience.
The key is understanding that desktop users often exhibit different behaviors and intentions compared to mobile users—they may be more deliberate, research-oriented, and ready to make significant purchasing decisions. By tailoring your desktop experience to these unique characteristics, you can drive meaningful improvements in conversion and ultimately boost your bottom line.
Remember that conversion rate optimization is an ongoing process. Regular monitoring, testing, and refinement based on user behavior will help ensure your desktop experience continues to convert effectively in an ever-changing digital landscape.