The following table outlines a potential testing roadmap based on the optimization points identified in this audit. The potential lift for each test is an estimate based on our experience with similar B2B SaaS companies. The homepage tests are prioritized as they typically have the largest impact on overall conversion rates.

The current headline is positioning-focused, which is a good start. It clearly states what the product is and who it's for. However, it fails to communicate a compelling business outcome or a quantifiable result, which is a critical component of a strong B2B value proposition. It also doesn't highlight what makes Valimail different from other DMARC solutions. According to our past AB tests on B2B websites, headlines that communicate a clear business outcome and a unique differentiator significantly outperform those that don't.

I recommend testing a new headline that leads with a strong, quantifiable business outcome. Your website already mentions several powerful metrics like "4x faster enforcement," "$400K+ FTE expenses saved annually," and "45 days to enforcement." These should be front and center.

Currently, the hero section shows a visual of two IT professionals working.

According to our past A/B tests on B2B SaaS websites, showing the product interface in the hero section consistently wins over stock photos or graphic illustration. Buyers want to see what they'll be working with, and a product screenshot builds immediate relevance. Replace the current photo of people with a screenshot of the Valimail dashboard. The screenshot should showcase a key benefit, such as DMARC enforcement status, sender intelligence, or key performance indicators.

Currently, your hero section does not show any social proof.

Add an eyebrow headline above the main hero headline that prominently displays your G2 rating and leadership status.Your G2 rating is impressive: 4.6/5 stars with 423 reviews, and you've been ranked #1 in DMARC for 13 consecutive quarters. This is powerful social proof that should be immediately visible to every visitor. Hiding it below the fold significantly reduces its impact.

Customer logos are in a "Trusted by 92,000+ businesses" section cut off below the hero.

Similar to the G2 rating, your customer logos are a powerful form of social proof that are currently not visible above the fold. Visitors should immediately see that you are trusted by major brands like DoorDash, Glossier, Yelp, and Uber.

Integrate a horizontal bar of customer logos directly into the hero section, above the fold. This can be combined with the user base statement for maximum impact.

Directly below the main CTAs in the hero section, with the text "Join 92,000+ businesses including:" followed by the logos.

Some testimonials have names and job titles, but they lack headshots and consistent formatting. Some are attributed to a generic "Verified User on G2."

For all testimonials on the website, ensure they include:

The "Why everyone's switching to Valimail" section with key metrics (100% certainty, ∞ SPF lookups, $400K+ FTE savings, 2x success rate) appears mid-page. These are some of your most compelling data points, yet they are buried in the middle of the page. Based on our heatmaps, on most B2B SaaS websites, less than 50% of visitors scroll past the first two sections.

Create a dedicated outcomes section immediately following the hero section, before the testimonials. This section should feature a 3-4 column grid with large, bold numbers to draw attention to your key metrics.

Currently the FedRAMP certification is obscured in one of the four bullets of the "Why everyone’s switching to Valimail" section.

There is no FAQ section or other objection handling elements on the homepage.

FAQs are a powerful objection handling element for handling common objections and answering recurring questions that come up during sales calls and in customer support tickets. Add an FAQ section lower on the homepage for high intent visitors, that addresses common questions and concerns, such as:

The homepage focuses on the automation and ease of use, but doesn't provide any product interfaces, and shares limited detail about the dashboard's specific features, reporting capabilities, and the level of visibility users can expect.

A key objection for technical buyers considering an automated tool is the fear of losing control and visibility. By not showcasing the depth of your reporting and the granular control available in the dashboard, you are missing an opportunity to address this critical objection. Add a dedicated section on the homepage that showcases the dashboard's features and the robustness of the reports. This section should include:

CTAs appear in the hero and at the bottom of the page. There is a long stretch of the homepage without a clear call to action. This can lead to missed conversion opportunities as users scroll down the page.

The full navigation menu is visible on the signup page. There is also additional content underneath the form.

On conversion pages like the demo page, it's important to minimize distractions that could lead visitors away from the form. The navigation menu is a major source of distraction. Simplify or hide the navigation menu on the demo page. You can keep the logo and the "Back to Home" link, but remove all other navigation items. Additionally, remove all other content on the page aside from the form section.

Social proof appears below the form, and no customer logos are visible above the fold.

While it's good to have social proof on the page, it could be more prominent. Placing it directly next to or above the form can provide a final nudge for visitors who are on the fence. Add customer logos or your G2 badge directly next to or above the demo form.

The pricing page shows the different products (Monitor, Enforce, Align, Amplify) but doesn't provide a detailed feature comparison. Additionally, the prices are only visible when each modules are clicked into

The pricing page is a key decision-making point for potential customers. It's an opportunity to not only show pricing but also to reinforce the robustness of your solution by showcasing the full range of features available.

Add a detailed feature comparison table to the pricing page that lists all the features included in each plan. This allows potential customers to easily compare the plans and understand the value they are getting at each price point. Additionally, make pricing visible instead of hidden behind additional pop ups.

Stephanie, I hope this audit was helpful! These optimization points are based off what I can visibly see on your website and will be a great start to optimizing your website for demos. But to reliably increase your website conversion rates beyond 30%+ I recommend these next steps:

•Analyze GA4 to identify which pages and features have influenced the most conversions and which product related topics your visitors engage the most with.

•Use heatmaps to identify which areas on your website visitors are dropping off and which areas are causing them to engage.

•Map out your competitive landscape and identify differentiators that you can use for your website’s messaging.

•Analyze third party customer reviews and identify the common themes that appear on positive reviews (emphasize these throughout the website) and negative reviews - use these as objection handling elements.