saas · Oct 15, 2026

ethoslife.com

We found more conversion tactics here than on 10% of the 1,450 multi-step SaaS funnels we have measured.

3 conversion tactics detected

2 pages walked · measured by Roentgen 1.29.0

2 pages captured
13 UX checks
3 flagged

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Scan

Captured Homepage / Lander — Step 1 · Homepage / Lander1 / 2

How this was measured

Every figure on this page was read off the live site by Roentgen 1.29.0 on 2026-10-15, a script that reads page structure, computed CSS and matched text. No AI judgment, nothing estimated, and a capture’s numbers stay as read.

Detection coverage, not a verdict. A low count means we did not detect those patterns, not that the funnel is weak.

Links on the entry page39 links
Walkable, same site24 links
Matched a funnel step1 link
Pages captured, entry page included2 pages

Progress

6 scans

this funnel’s coverage score across measured re-scans

Unchanged across 6 scans Same 3 conversion tactics detected since 2026-07-21.

3 tactics 2026-07-21
→
3 tactics 2026-07-30
→
3 tactics 2026-08-02
→
3 tactics 2026-08-03
→
3 tactics 2026-09-12
→
3 tactics 2026-10-15

What we found

3 of 11 applicable

ethoslife.com shows 3 of the 11 tactics that apply to a SaaS funnel, and we did not see the other 8.

Proven on the page · 3

Answers buyer objections FAQs

Puts proof in the first viewport 4.9 7,500+ reviews on Trustpilot

Shows customer logos or a trusted-by claim trusted by

Not seen on any step reached · 8

Free trial / freemium 1,411 of the 1,790 SaaS funnels we checked

Pricing tiers 915 of the 1,790 SaaS funnels we checked

Press / "as seen in" 654 of the 2,583 funnels we checked

Demo / docs entry 604 of the 1,800 funnels we checked

Us-vs-them comparison 493 of the 2,586 funnels we checked

Lead-capture form 472 of the 1,800 funnels we checked

Usage / adoption proof 299 of the 2,196 funnels we checked

Scarcity / urgency copy 135 of the 2,583 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.

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The funnel, frame by frame

2 steps walked

We walked 2 pages. Each of them runs 3 named tactics.

Homepage / Lander

3 tactics

$3 +3 more · 3 proof points

FAQTrust badgesLogo wall

Reviews

3 tactics

1 proof point

ReviewsTrust badgesLogo wall

In their own words

29 quoted

Their headline: “Life insurance for any budget”

Their description: “Get an instant life insurance quote online today! Ethos makes life insurance easy by offering you a dependable quote in seconds.”

All 29 quoted strings: title, description, headings, buttons and prices

Page title: Ethos | Affordable Online Life Insurance & Instant Quotes
Meta description: Get an instant life insurance quote online today! Ethos makes life insurance easy by offering you a dependable quote in seconds.
Headline: Life insurance for any budget
Section headings: Not sure where to begin?FAQsBoomer EsiasonCoverage in 10 minutesCompare ratesUp to $3M in coverageWhat does life insurance cover?What kind of life insurance does Ethos offer?+2 more, not shown
Buttons and links: Check my priceWhich insurance policy do I need?How does Ethos work?How much life insurance do I need?Learn moreWhat does life insurance cover?What kind of life insurance does Ethos offer?Who is eligible to apply?Does Ethos offer a money-back guarantee?What makes Ethos different?+2 more, not shown
Prices on the page: $3$30$100$898

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Sections

4 identified

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

Hero section of ethoslife.com — **Hero**0% down the page

Reviews section of ethoslife.com — **Reviews**9% down the page

Logos section of ethoslife.com — **Logos**16% down the page

FAQ section of ethoslife.com — **FAQ**33% down the page

Elements

1 harvested

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

How well it’s built

13 run · 3 flagged

3 of 13 measured checks need work, and each comes with its fix

3 Need work
6 Worth knowing
4 Clear

Body text size
Smallest sampled text is 10px, below the 13px floor this check uses.

Keep body copy ≥15-16px; reserve sub-13px for fine print only.
What this measures
Page weight
At least 7.1 MB across 153 measurable resources. 176 cross-origin resources did not expose a size, so the real total is higher.

Compress and lazy-load below-the-fold media; drop unused third-party scripts.
What this measures
Render-blocking resources
15 stylesheets/scripts in <head> block first paint.

Defer non-critical JS (defer/async) and inline only critical CSS.
What this measures

6 worth knowing, 4 clear

Worth knowing6

Line length
13 paragraphs run past ~95 characters per line.

Cap measure at ~60-75ch for comfortable reading.
What this measures
Link text
1 link uses generic text (“click here” / “learn more”).

Make link text describe its destination out of context.
What this measures
Heading levels
1 heading skips a level (e.g. <h2> followed by <h4>). Screen-reader users navigate by this outline.

Step heading levels one at a time; use CSS for size, not a deeper level.
What this measures
Skip link
No same-page “skip to content” link was found. Keyboard users tab through the whole nav on every page.

Add a first-in-DOM <a href="#main"> that is visible on focus.
What this measures
Landmark regions
No <header> landmark. screen-reader users cannot jump between regions.

Wrap the page in <header>, <main> and <footer> (or matching ARIA roles).
What this measures
Keyboard reachability
24 elements look clickable but cannot be reached by keyboard.
“Life insurance”, “Life insurance”, “Annuities”

Use <button>/<a>, or add role + tabindex="0" and a key handler.
What this measures

Clear4

Text contrast (WCAG AA) · Mobile viewport · Language declared · Image alt text

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Brand kit

5 colour roles

Their primary colour is #59f8b1, on a #ffffff background with text in #5d5d5d.

primary#59f8b1
accent#59f8b1
bg#ffffff
surface#faf9f5
text#5d5d5d

See the roles applied and the type scale

accent

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

the roles, doing their job

SIZE SCALE

10pxAa

12pxAa

14pxAa

16pxAa

18pxAa

20pxAa

23pxAa

28pxAa

35pxAa

44pxAa

69pxAa

86pxAa

WEIGHTS

Aa400

Aa500

Aa600

Aa700

FAMILIES

portada · hauss

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

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We also ran this layer on the pages we captured and found nothing to show: Playbook match (1 of 10 layers). That is a measurement of this funnel, not a recommendation, and a layer we never ran is not listed.