saas · Sep 30, 2026

basecamp.com

We found more conversion tactics here than on 86% of the 1,350 multi-step SaaS funnels we have measured.

7 conversion tactics detected

3 pages walked · measured by Roentgen 1.28.1

7 conversion tactics detected
3 pages captured
13 UX checks
7 flagged

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How this was measured

Measured by Roentgen 1.28.1 on 2026-09-30. A capture is read once and its measurements freeze there, so the stamp says which ruleset read this one.

This 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. A low count means we did not detect those patterns, not that the funnel is weak.

Against all 1,781 multi-step funnels, more conversion tactics than 88% of them.

Walk 66 links on the entry page, 52 walkable. 2 matched a funnel step; we captured 3 pages in all, this one included.

The short version, in 5 parts

Proven on the page
7 conversion tactics detected, each backed by text on the page

Answers buyer objections
? The free plan is limited to one project. You can always upgrade for more.
Puts proof in the first viewport
BRIEF (3) (9) DESIGN (6) REVIEW (4) BUILD (2) QA (2) LIVE
Offers a free trial or free tier
free plan

+ 4 more with evidence

See all 7
Not seen
4 of 11 applicable tactics we checked for and did not see

Press / "as seen in"
Media logos or an "as seen in / featured in" claim borrowing publication credib…
Demo / docs entry
A "book a demo" or documentation / API entry point.
Us-vs-them comparison
A comparison table framing the brand against alternatives.

+ 1 more

See what we looked for
Flagged
8 of 14 build checks flagged, each with a fix

Text contrast (WCAG AA)
86% of measurable text passes WCAG AA. 4+ runs fail.
Body text size
Smallest sampled text is 6px, below the 13px floor this check uses.
Form labels
3 of 6 form fields have no label.

+ 5 more

See the fixes
Walked
3 pages walked, Homepage / Lander to Features

Step 1
Homepage / Lander
Step 2
Pricing
Step 3
Features

Walk it frame by frame
In their words
The headline: Basecamp is project management without all the nonsense. Rock solid and famousl…

Promise
Trusted by millions, Basecamp puts everything you need to get work done in one place. It’s the calm, organize…

Read every quote

Scan

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

What we recorded

Progress

3 scans

this funnel’s coverage score across measured re-scans

measured

3 more tactics detected 4 → 7 across 3 scans since 2026-07-23. The ruleset changed in this window, so part of this may be our detection improving rather than the page changing.

4 tactics 2026-07-23
→
4 tactics 2026-08-01
→
7 tactics 2026-09-30

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

$59 +1 more

FAQTrust badgesFree trialLogo wallUsage proofPricing tiers

Features

▼ thinnest

2 tactics

subscription

Sticky CTALogo wall

In their own words

20 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: Basecamp is project management without all the nonsense. Rock solid and famously easy to use.
Section headings: Take a minute to meet some of our customersWe asked our customers: “What changed for the better since you switched to Basecamp?”How about a quick demonstration?Big numbers. Highly-trusted. Rugged, reliable, ready.Remember when companies cared about service?Want to see a live demo and ask some questions first?Have a brilliant day!Durable infrastructure+1 more, not shown
Buttons and links: Have an account? Sign inWant an account? Sign up freeTry Basecamp FreeTake a 3-minute tour See how Basecamp worksSubscribeTry Basecamp freePricing & sign up — A free plan + paid upgradesCheck out over 1,000 more customer testimonials

Sections

3 identified

structural bands identified on this funnel, cropped from its own capture

measured

Nav section of basecamp.com — **Nav**0% down the page

Hero section of basecamp.com — **Hero**1% down the page

Footer section of basecamp.com — **Footer**92% down the page

What we found

7 tactics

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

measured

objection1 of 2

Answers buyer objections ? The free plan is limited to one project. You can always upgrade for more.

proof3 of 4

Puts proof in the first viewport BRIEF (3) (9) DESIGN (6) REVIEW (4) BUILD (2) QA (2) LIVE

Shows customer logos or a trusted-by claim logo wall (4 distinct marks)

Puts a number on adoption 60 million projects

offer2 of 2

Offers a free trial or free tier free plan

Makes the pricing ladder explicit free, $300/mo, $100/mo

checkout1 of 2

Lead-capture form b_2a145c60b16248b65e46a799a_476312b66e, EMAIL

What we didn’t find

4 of 11 applicable

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

measured

What we didn’t see4 of 11 applicable

Press / "as seen in" 642 of the 2,417 funnels we checked

Demo / docs entry 575 of the 1,683 funnels we checked

Us-vs-them comparison 441 of the 2,420 funnels we checked

Scarcity / urgency copy 125 of the 2,417 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

14 run · 8 flagged

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

measured

8 of 14 measured checks need work

Text contrast (WCAG AA)

contrast:text-contrast-wcag-aa

86% of measurable text passes WCAG AA. 4+ runs fail.

worst: “28” at 1.2:1 (7px, #e3e5e5 on #fcf8f3). needs 4.5:1

FixRaise text/background contrast to ≥4.5:1 (≥3:1 for large text), especially on CTAs and body copy.

Body text size

type:body-text-size

Smallest sampled text is 6px, below the 13px floor this check uses.

FixKeep body copy ≥15-16px; reserve sub-13px for fine print only.

Page weight

weight:page-weight

At least 5.2 MB across 272 measurable resources. 189 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

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

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

Oversized images

weight:oversized-images

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

“card-table.webp” is 3232px wide, displayed at 1011px

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

Tap-target size (mobile)

mobile:tap-target-size-mobile

192 of 204 interactive targets are under 44×44px on mobile.

smallest: “tell me more” at 73×15px

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

Worth knowing2

Line length

29 paragraphs run past ~95 characters per line.

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

type:line-length

Autocomplete hints

No autocomplete attributes across 6 fields. browsers cannot autofill.

FixAdd autocomplete="email"/"tel"/"name" to identity fields.

forms:autocomplete-hints

Clear4

Mobile viewport · Language declared · Image alt text · Inline validation

Brand kit

5 colour roles

palette by on-page usage · type rendered live

measured

full palette ordered by on-page usage %

accent#fcf8f3

bg#ffffff

surface#fcf8f3

text#29353c

See the roles applied

accent

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

the roles, doing their job

The quick brown fox23px

Jumps over the lazy dog21px

A subheading in their voice19px

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

6pxAa

7pxAa

8pxAa

9pxAa

11pxAa

12pxAa

13pxAa

15pxAa

17pxAa

19pxAa

21pxAa

23pxAa

WEIGHTS

Aa400

Aa500

Aa600

Aa700

Aa800

FAMILIES

Graphik

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

Measured, found none

2 of 10 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.

Machine version → JSON bundle Markdown brief Design tokens llms.txt