ethos.com
Beats 3%.
of 1,502 multi-step SaaS funnels. It runs 2 of 11 selling tactics. 4 of 13 UX checks pass.
How it ranks
Where it ranks.
Across all 1,987 multi-step funnels: beats 11%.
Peer rank
Beats 3%.
of 1,502 multi-step SaaS funnels. Across all 1,987 multi-step funnels: beats 11%.
What we found
What we found.
Free to read.
What they say
“Life insurance for any budget”
- Start applying
- Check my price
- Which insurance policy do I need?
- How does Ethos work?
- How much life insurance do I need?
- Learn more
- What does life insurance cover?
- What kind of life insurance does Ethos offer?
How it’s built
13 UX checks · 5 need work · 4 pass · 4 notes · 0 not measured
Tap-target size (mobile)
94 of 126 interactive targets are under 44×44px on mobile.
Body text size
Smallest sampled text is 10px, below the 13px floor this check uses.
Line height
Body line-height is 1.25×, tight enough to hurt readability.
See all 13 checks
Text contrast (WCAG AA)
98% of measurable text passes WCAG AA.
Mobile viewport
Responsive viewport meta is present.
Language declared
html[lang] is set for screen readers.
Image alt text
All 29 content images carry alt text.
Link text
2 links use generic text (“click here” / “learn more”).
Heading levels
1 heading skips a level (e.g. <h2> followed by <h4>). Screen-reader users navigate by this outline.
Skip link
No same-page “skip to content” link was found. Keyboard users tab through the whole nav on every page.
Page weight
At least 5.1 MB across 144 measurable resources. 181 cross-origin resources did not expose a size, so the real total is higher.
Render-blocking resources
15 stylesheets/scripts in <head> block first paint.
Landmark regions
No <header> landmark. screen-reader users cannot jump between regions.
How it looks
portada for headlines, hauss for text. 5 colours measured.
Worth borrowing
Proof above the fold: 16% of funnels have it (430 of 2675). This site does.
How it sells
Free names. Plus proves.
2 of 11 selling tactics found: Proof above the fold, Trusted-by logo wall. 9 not found.
Free · you see
- Which tactics it uses
Which 9 it lacks
- Demo / docs entry34% of funnels have it (623 of 1,853).
- Lead-capture form26% of funnels have it (483 of 1,853).
- Usage / adoption proof14% of funnels have it (312 of 2,284).
- Press / "as seen in"24% of funnels have it (628 of 2,672).
- Us-vs-them comparison19% of funnels have it (510 of 2,675).
- FAQ / objection handling68% of funnels have it (1,809 of 2,675).
- Free trial / freemium78% of SaaS funnels have it (1,439 of 1,844).
- Pricing tiers51% of SaaS funnels have it (933 of 1,844).
- Scarcity / urgency copy5% of funnels have it (138 of 2,672).
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.
- Every UX check
Plus · $29/mo
- The proof behind each tactic
- Who has what it lacks
- Every word, colour and size
Proof above the fold · the evidence
Trusted-by logo wall · the evidence
Sites like this.
Same funnel type, most checks found first.
Put your site next to this one.
Plus
Proof for all 2 tactics.
The exact evidence for each one we found. Open a row to read it.
Proof above the fold · the evidence
Trusted-by logo wall · the evidence
Their main button, as captured
Plus
Who has what it lacks.
For each gap, the peers that have it.
Free trial / freemium · who has it
FAQ / objection handling · who has it
Pricing tiers · who has it
Demo / docs entry · who has it
Lead-capture form · who has it
Press / "as seen in" · who has it
Plus
Every word they use.
Buttons, links and prices, in full.
Buttons and links · 12 on the first page
Prices seen · 4
Plus
Colours and type, in full.
Every colour and size we measured.
Colours · 5 measured, with their share
Type · portada, 12 sizes
UXXRAY+
Open every locked row.
$29/mo. Every row above, with the evidence behind it.
Compare
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