saas · Sep 12, 2026

firefox.com

Fewer than 1% of the 1,350 multi-step SaaS funnels we have measured showed fewer conversion tactics than we found here.

1 conversion tactic detected

3 pages walked · measured by Roentgen 1.27.0

1 conversion tactic detected
3 pages captured
13 UX checks
2 flagged

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How this was measured

Measured by Roentgen 1.27.0 on 2026-09-12. 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 3% of them.

Walk 69 links on the entry page, 67 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
1 conversion tactic detected, each backed by text on the page

Shows customer logos or a trusted-by claim
logos: Get it on Google Play, Shield_Balanced, Cursor_Balanced, Toggle_Balanced, Bolt_Bala

See all 1
Not seen
10 of 11 applicable tactics we checked for and did not see

FAQ / objection handling
An accordion / FAQ block answering objections.
Free trial / freemium
A free trial, free tier, or "no credit card" entry offer.
Pricing tiers
Named plan tiers with per-month / per-seat pricing.

+ 7 more

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

Body text size
Smallest sampled text is 12px, below the 13px floor this check uses.
Oversized images
12 images are shipped at more than 2x the width shown.
Tap-target size (mobile)
125 of 132 interactive targets are under 44×44px on mobile.

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

Step 1
Homepage / Lander
Step 2
Features Protection
Step 3
Compare

Walk it frame by frame
In their words
The headline: Find your way back to a better internet

Promise
The independent browser that has your back. Firefox blocks trackers, has a free built-in VPN, puts you in con…

Read every quote

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 1 conversion tactic detected since 2026-08-09.

1 tactic 2026-08-09
→
1 tactic 2026-09-12

The funnel, frame by frame

3 steps walked

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

measured

Homepage / Lander

▲ strongest

1 tactic

Logo wall

Features Protection

1 tactic

Logo wall

Compare

▼ thinnest

0 tactics

no named tactics detected on this step

In their own words

26 quoted

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

measured

Page title: Firefox: The fast, private browser that keeps you safe — Firefox.com
Meta description: The independent browser that has your back. Firefox blocks trackers, has a free built-in VPN, puts you in control of AI, and never sells your personal data.
Headline: Find your way back to a better internet
Section headings: Privacy as a standardFocus without distractionControl and choice built inNot owned by shareholdersFast to switch. Easy to settle in.Privacy without the workAll your stuff on desktop, mobile, and tabletTake your tabs, history, and passwords wherever you go.+4 more, not shown
Buttons and links: BrowserFeaturesResourcesGet FirefoxDownload Firefox Firefox Privacy NoticeDownload FirefoxFirefox Privacy NoticeHow Firefox protects your dataCustom Download Options

Sections

3 identified

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

measured

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

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

Footer section of firefox.com — **Footer**18% down the page

What we found

1 tactic

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

measured

proof1 of 4

Shows customer logos or a trusted-by claim logos: Get it on Google Play, Shield_Balanced, Cursor_Balanced, Toggle_Balanced, Bolt_Bala

What we didn’t find

10 of 11 applicable

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

measured

What we didn’t see10 of 11 applicable

FAQ / objection handling 1,615 of the 2,420 funnels we checked

Free trial / freemium 1,340 of the 1,673 SaaS funnels we checked

Pricing tiers 873 of the 1,673 SaaS funnels we checked

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

Lead-capture form 437 of the 1,683 funnels we checked

Proof above the fold 381 of the 2,420 funnels we checked

Usage / adoption proof 289 of the 2,043 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 · 3 flagged

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

measured

3 of 13 measured checks need work1 could not be measured — not counted either way

Body text size

type:body-text-size

Smallest sampled text is 12px, below the 13px floor this check uses.

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

Oversized images

weight:oversized-images

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

“logo-word-hor-2026.svg” is 1730px wide, displayed at 84px

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

Tap-target size (mobile)

mobile:tap-target-size-mobile

125 of 132 interactive targets are under 44×44px on mobile.

smallest: “Get Firefox” at 36×36px

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

Worth knowing6

Line length

3 paragraphs run past ~95 characters per line.

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

type:line-length

Render-blocking resources

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

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

weight:render-blocking-resources

Keyboard reachability

6 elements look clickable but cannot be reached by keyboard.

FixUse <button>/<a>, or add role + tabindex="0" and a key handler.

structure:keyboard-reachability

Autocomplete hints

No autocomplete attributes across 3 fields. browsers cannot autofill.

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

forms:autocomplete-hints

Not measurable1

Page weight

At least 0.6 MB across 55 measurable resources, but 55 cross-origin resources did not expose a size. The true weight cannot be determined from the page.

weight:page-weight

Clear4

Text contrast (WCAG AA) · Mobile viewport · 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 %

primary#7543e3

accent#7543e3

bg#ffffff

surface#f1e7f8

text#ffffff

See the roles applied

accent

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

the roles, doing their job

The quick brown fox128px

Jumps over the lazy dog80px

A subheading in their voice64px

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

12pxAa

13pxAa

16pxAa

32pxAa

64pxAa

80pxAa

128pxAa

WEIGHTS

Aa400

Aa500

Aa600

Aa700

FAMILIES

Mozilla Headline VF · Mozilla Text VF

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