A landing page, pricing and sign-up audit for an invented invoicing app. It shows the format and depth you get. Client audits stay private.
Audit
Landing page and pricing
Pages reviewed
Home, pricing, sign-up
Findings
6, ranked by impact
northlight.app/pricing
Northlight
Pricing
MonthlyMonthlyYearly, save 20%4
Starter£10/moSelect
Team£25/moSelect
Business£50/moSelect
Starter£8/moStart free
Most popularTeam£20/moStart free
Business£40/moStart free
3
3Three plans that look the same. Nothing says which to pick.
4Monthly only. No reason to pay for a year.
Fixed: a clear best plan and a reason to pay yearly
The Northlight pricing page with findings 3 and 4 marked: three plans that look the same, and monthly prices only.
Summary
Northlight gets steady traffic, but few visitors start a free account and fewer pick a paid plan. The biggest problems are at the start: a headline that doesn't explain the product, and a pricing page that makes choosing hard.
Fixes 1, 2 and 3 are quick to ship and should come first. Fix 5 needs developer time but removes the biggest drop-off in sign-up.
Do first1, 2, 3
Do next5, 6
Test4
Findings
1
The headline doesn't say what Northlight does
Impact
High
Effort
Low
Where
Landing page
What I found
The headline reads "The smarter way to manage your work". It could describe almost any product. A first-time visitor has to scroll to learn that Northlight sends invoices.
Why it matters
Visitors decide in a few seconds whether a page is for them. If the headline doesn't answer that, most leave before reading further.
The fix
Lead with the outcome and the job: "Send an invoice in two minutes. Get paid faster." Move the feature list below it.
2
"Learn more" is the only button above the fold
Impact
High
Effort
Low
Where
Landing page
What I found
The main button scrolls the page down. There is no way to start a free account without reaching the bottom of the page.
Why it matters
A button that asks for nothing gets nothing. Visitors who are ready to try the product have no obvious next step.
The fix
Change the main button to "Start free" and repeat it after the proof section and at the end of the page.
3
Three plans that look the same
Impact
High
Effort
Low
Where
Pricing page
What I found
Starter, Team and Business use the same layout, the same button and the same weight. Nothing says who each plan is for or which one most people choose.
Why it matters
When every option looks equal, people stall or pick the cheapest one. A clear recommended plan makes the decision easier.
The fix
Mark Team as "Most popular", give each plan a one-line "Best for" description, and make the Team button the only solid one.
4
Monthly prices only
Impact
Medium
Effort
Medium
Where
Pricing page
What I found
There is no yearly option on the page. Yearly plans exist, but only inside account settings after sign-up.
Why it matters
Yearly plans bring cash in upfront and cut cancellations. Most people won't go looking for an option they can't see.
The fix
Add a Monthly and Yearly switch above the plans and show the saving in pounds. Test whether showing Yearly first increases yearly sign-ups.
5
Sign-up asks for too much, too early
Impact
High
Effort
Medium
Where
Sign-up
What I found
The sign-up form asks for company name, VAT number, phone number and address before the first screen of the product.
Why it matters
Every extra field is a reason to stop. Most of these details are only needed when someone sends their first invoice.
The fix
Ask for email and password only. Collect business details inside the product, at the moment they are needed.
6
No proof near the price
Impact
Medium
Effort
Low
Where
Pricing page
What I found
Customer quotes and logos appear on the home page but nowhere on the pricing page.
Why it matters
The pricing page is where people hesitate most. Proof helps most at the point of doubt.
The fix
Add one short customer quote and the number of active customers beside the plans. Use real quotes only.
What to test first
Rough traffic needed to read a result with confidence. Real audits use your numbers.
Test
Why
Measure
Traffic needed
New headline and "Start free" button
Visitors who understand the product in the first few seconds are more likely to sign up.
Visit to sign-up rate
About 4,000 visitors per version
Recommended plan on the pricing page
A clear default makes choosing a plan easier and moves people towards Team.
Pricing page to paid, and share of Team plans
About 1,500 pricing page visitors per version
Shorter sign-up form
Asking only for email and password cuts drop-off during sign-up.
Sign-up completion rate
About 1,000 sign-up starts per version
What a real audit includes
Annotated screenshots of every issue on your own pages
Fixes ranked by impact and effort, with the reason behind each
A plain-language spec your designer or developer can build from
A short list of A/B tests, with the traffic each one needs
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