saas · Aug 1, 2026

basecamp.com

50/100 Thin

Scores higher than 49% of 1,391 multi-step funnels we have measured. Among the 1,074 saas funnels in that group, higher than 38%.

4 conversion tactics detected
3 pages captured
10 UX checks
4 flagged

How this was measured

Measured by Roentgen 1.13 on 2026-08-01. A capture is read once and its measurements freeze there, so the stamp says which ruleset read this one.

Coverage is detection coverage, not a verdict — it counts the conversion tactics we could prove are present, out of the 11 that apply to a saas funnel. Per device: desktop 50 · mobile 50.

Scan

Captured Homepage / Lander — Step 1 · Homepage / Lander1 / 3

What we recorded

Progress

2 scans

this funnel’s coverage score across measured re-scans

measured

Unchanged across 2 scans Same 4 conversion tactics detected since 2026-07-23.

4 tactics 2026-07-23
→
4 tactics 2026-08-01

The funnel, frame by frame

3 steps walked

see their whole funnel without clicking through it. scored step by step

measured

Homepage / Lander

4 tactics

Sticky CTAFree trialLogo wallUsage proof

Pricing

▲ strongest

6 tactics

$299 +1 more

Sticky CTAFAQTrust badgesFree trialLogo wallUsage proof

Features

▼ thinnest

2 tactics

subscription

Sticky CTALogo wall

In their own words

18 quoted

the entry page’s own title, headline, buttons and prices — quoted, never paraphrased

measured

Page title: Basecamp
Meta description: Trusted by millions, Basecamp puts everything you need to get work done in one place. It’s the calm, organized way to manage projects, work with clients, and communicate company-wide.
Headline: The refreshingly straightforward project management system that’s rock-solid and easy to use.
Section headings: Tell me if this sounds about right.Big numbers. Highly-trusted. Rugged, reliable, and ready.Remember when companies cared about service? We still do.All these questions have the same answer: Yes!Join us for a free live class.And there’s more…
Buttons and links: Sign in Sign up freeSign inSign up freeTake a 3 minute tour of BasecampBackMeet Chase, our Head of SupportTry Basecamp freePricing & sign up — Two paid plans, one free planCheck out over 1,000 more customer testimonials…

What we found

4 tactics

conversion tactics we could prove are present, with the on-page text that evidences each

measured

Action path1 of 4

Offers a free trial or free tier free plan

Trust & proof2 of 2

Shows customer logos or a trusted-by claim logos: Walkthrough, Page: Message Board, Page: Docs & Files, Page: To-dos, Page: Card Tabl

Puts a number on adoption 60 million projects

Friction reduction2 of 2

Answers buyer objections Can we upgrade, downgrade, switch packages, or cancel whenever we want?

Offers a free trial or free tier also shown under Action path

Value reinforcement1 of 2

Puts a number on adoption also shown under Trust & proof

What we didn’t find

7 of 11 applicable

applicable tactics we checked for and did not see on any step we reached

measured

What we didn’t see7 of 11 applicable

Pricing tiers 699 of the 1,385 SaaS funnels we checked

Press / "as seen in" 508 of the 1,960 funnels we checked

Demo / docs entry 477 of the 1,393 funnels we checked

Lead-capture form 342 of the 1,393 funnels we checked

Us-vs-them comparison 332 of the 1,968 funnels we checked

Proof above the fold 314 of the 1,968 funnels we checked

Scarcity / urgency copy 101 of the 1,960 funnels we checked

Absence is a measurement, not a recommendation: we do not know why a tactic is missing, whether it belongs here, or whether adding it would change anything. Where a walk stopped early, a tactic living deeper would also read as not detected.

How well it’s built

11 run · 5 flagged

contrast, mobile, typography, accessibility, weight — each with what would fix it

measured

5 of 10 measured checks need work1 could not be measured — not counted either way

Page weight

weight:page-weight

At least 6.3 MB across 137 measurable resources. 171 cross-origin resources did not expose a size, so the real total is higher.

FixCompress and lazy-load below-the-fold media; drop unused third-party scripts.

Render-blocking resources

weight:render-blocking-resources

50 stylesheets/scripts in <head> block first paint.

FixDefer non-critical JS (defer/async) and inline only critical CSS.

Oversized images

weight:oversized-images

29 images are shipped at more than 2x the width shown.

“card-table.webp” is 3232px wide, displayed at 792px

FixServe responsive sizes (srcset/sizes) matching the rendered width.

Tap-target size (mobile)

mobile:tap-target-size-mobile

166 of 178 interactive targets are under 44×44px on mobile.

smallest: “Toggle Navigation” at 24×24px

FixGive tappable controls a ≥44×44px hit area. the touch minimum.

Worth knowing1

Line length

5 paragraphs run past ~95 characters per line.

FixCap measure at ~60-75ch for comfortable reading.

type:line-length

Not measurable1

Text contrast (WCAG AA)

No sampleable body text found to measure.

contrast:text-contrast-wcag-aa

Clear4

Mobile viewport · Body text size · Language declared · Image alt text

Brand kit

5 colour roles

palette by on-page usage · type rendered live

measured

full palette ordered by on-page usage %

bg#ffffff

surface#ffffff

text#111111

See the roles applied

accent

Body copy in their text role, on a surface card.

the roles, doing their job

The quick brown fox42px

Jumps over the lazy dog38px

A subheading in their voice27px

Body copy set at their measured paragraph size. This is how their product reads to a first-time visitor. same family, same scale, same weight.

List item one, at body scale
List item two
List item three

Type scale, weights & families

SIZE SCALE

13pxAa

15pxAa

17pxAa

19pxAa

27pxAa

38pxAa

42pxAa

WEIGHTS

Aa400

Aa500

Aa600

FAMILIES

Graphik

rendered in their own type system · webfont not loaded. system fallback if uninstalled

Measured, found none

2 of 9 layers

layers we ran on this funnel that came back empty

measured

Elements — the atomic pieces — price anchors, ratings, guarantees — with their verbatim on-page text

Playbook match — which funnel play this page runs — measured, evidence-quoted

We ran these passes on the pages we captured and found nothing to show. That is a measurement of this funnel, not a recommendation — and it is a different statement from a layer we never ran, which does not appear here at all.

X-ray a funnel