HRTech (ATS, Payroll, Benefits) conversion rate benchmarks

ATS (Greenhouse, Lever), payroll (Gusto, Rippling, Justworks), benefits admin. Long sales cycles, high-touch sales. Trial signup CVR is low (1-2%); trial-to-paid is high (15-30%) because switching costs gate decisions.

Business model

per-employee-per-month subscription

Typical ACV

$3-25 per employee per month

Sales cycle

~60 days

Top traffic sources

organic-search, referral, partnerships

Cited benchmarks (0)

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Cited benchmarks for HRTech (ATS, Payroll, Benefits) are still being researched. Check back at Week 4 — the canonical sources for this vertical are queued.

Notes on this vertical

Benchmark focus: discovery-call-to-demo rate, demo-to-trial rate, trial-to-paid rate. Self-serve CVR less relevant because most HR tech is sales-assisted.

Industry profile cited from Gartner HR Research.