Research & Analysis

Original research from our 50-company benchmark study. Deep-dives, comparisons, and data-backed insights on B2B SaaS homepage effectiveness.

The Complete Guide to B2B SaaS Homepage Optimization

We scored 50 companies across 8 messaging dimensions. Average: 60.5/100. This guide covers the framework, the data, the 3 biggest mistakes, and how to audit your own page.

Read the guide →

Dimension Deep-Dives

The Status Quo Tax

The lowest-scoring dimension at 41.5/100. 80% of SaaS homepages never tell visitors what happens if they do nothing.

The Proof Stack

The most polarized dimension in the study. 15 companies above 70, but 12 below 50. Insider scored 82. Crayon scored 74.

The 5-Second Verdict

Value proposition clarity has the widest range: 22 to 78 (a 56-point spread). Three companies scored 78. Two scored 22.

The Mirror Test

The second-weakest dimension at 43.6/100. 54% of homepages talk about themselves instead of the buyer. Gong scored 15.

Average: 52.8/100. 52% of homepages are interchangeable with a competitor's. Only 36% make any explicit competitive claim.

The strongest dimension at 65.3/100, and where G2 leaders pull furthest ahead: +14.6 points over laggards.

Average: 58.3/100. No company had this as their weakest dimension. But most pages are feature lists, not narratives.

Average: 55.0/100. 1 company above 70. But the 49-point range shows layering matters more than checkbox compliance.

Head-to-Head Comparisons

Gong 53 vs Chorus 50. Both below average. Neither makes inaction feel expensive. Gong's Mirror Test score (15) is the lowest in the study.

HubSpot vs Salesforce

HubSpot 61 vs Salesforce 60. Separated by 1 point overall, but the dimension-level strategies couldn't be more different.

Apollo vs Outreach

Apollo.io 65 vs Outreach 58. A 7-point gap driven by Apollo's category-best clarity and differentiation scores.

6sense vs Demandbase

6sense 59 vs Demandbase 62. Demandbase has the best Story Arc in the study. 6sense has the better Proof Stack by 55 points.

Pendo vs Amplitude

Pendo 64 vs Amplitude 60. Pendo wins on consistency. Amplitude wins on social proof (82, one of the highest in the study).

Research FAQ

What Makes a Good B2B Homepage?

8 dimensions backed by data from 50 companies. The framework, the scores, and the 3 things almost everyone gets wrong.

Why Do B2B Deals End in No Decision?

40-60% of B2B pipeline dies to 'no decision.' 90% of homepages never address the cost of inaction. The data connects the dots.

Does Social Proof Increase Conversions?

The most polarized dimension in the study. Insider scored 82. Crayon scored 74. The gap between investing in proof and ignoring it is massive.

Also from the study

2026 Benchmark Report GTM Teardowns (50 companies)