Mind Your Buyer
A report your buyers would hand you — if buyers wrote reports
This is a real example of what every check produces, over a fictional product, scrolled top to bottom: the buyer panel, the moment trust broke, the journey behind it, and the lead finding with its fix attached. If you would forward this to your team, run one on your own site.
Free conversion friction check — one live buyer journey (usually 2–6 min), one strong finding. No signup needed to see your report.
“Can finance and IT buyers self-qualify for a demo without talking to sales?”
The site earns initial trust quickly — clean design, recognizable customer logos, published pricing — but loses decision-ready buyers at the moment they try to model cost and effort. Both finance runs stalled on the pricing page. None of the findings below are redesigns: each is a content-placement fix on an existing page.
- Pricing never defines what counts as a billable employee, so finance buyers cannot model total cost and stall exactly when they are ready to qualify.
- The product page communicates capabilities only through a 4-minute video; scanning buyers leave without learning what it does beyond payroll.
- SSO/SAML support lives only inside a downloadable security PDF; the IT evaluator nearly concluded it does not exist.
Model signals over 6 simulated runs — directional read, not a measured conversion metric.
Three buyers, three verdicts
Maja — Finance Lead
Stalled before action
“Per employee per month — but is a contractor an employee here? I can't put this in a budget without knowing.”
Cannot model total cost from the pricing page.
Tomas — HR Manager
Ended considering
“It's a video. I'm not watching four minutes to find out if absence tracking exists.”
Capability breadth only discoverable via video.
Iva — IT Administrator
Ended considering
“GDPR, ISO badge, fine — but I need SAML. If I hadn't opened the PDF I'd have said no.”
Enterprise auth details buried in a PDF.
The moment a buyer almost walked away
“Per employee per month — but is a contractor an employee here? I can't put this in a budget without knowing.”
Fictional persona · composite buyer perspective · P-01
Add one line under the tier price: who counts as billable (and who doesn't), plus a 3-input cost example. No pricing change needed — only a definition.
Eight steps of replay, five that mattered
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“Clean, recognizable logos — payroll for companies our size.” trust 55%
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Published prices found — “that alone beats half the shortlist.” trust 68%
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The billable-employee question has no answer anywhere on the page. trust 46%
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FAQ covers invoicing and cancellation — not the one definition needed. trust 45%
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“Can't take an unmodelable number to the CFO. Parking this one.” trust 48%
The lead observation, with the evidence attached
Both finance runs and one HR run stopped on the pricing page asking the same question: whether contractors and seasonal staff count as billable employees. None found an answer on the page.
Is that a definition you can state publicly, or does it vary by contract? Only you know whether billing rules are fixed enough to publish.
Findings are directional and evidence-linked — a fast first pass on the buyer-perspective thinking most teams skip, not statistical proof and not a replacement for research with real buyers. Every finding links to the journey evidence behind it: trust, but inspect.
Get this report about your own site
Enter a URL. Buyer perspectives work through it pursuing their own goals. Read where confidence drops — and what to fix first.
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