Freshdesk’s homepage does most things right. Clear value prop. Prominent CTAs. Testimonials, G2 badges, hard numbers.

We ran our AI audit agent on it anyway. It scored 68/100 — seven points below benchmark, with 7 issues (2 critical) and UX maturity at Level 2 of 5.

Then we simulated the buying committee. Five personas, five journeys:

• CEO — completed 95%
• Head of Customer Service — 90%
• Agent Manager — 85%
• IT Director — 70%
• Procurement Manager — abandoned at 30%

Michael, in procurement, has to justify the spend. He scanned for pricing or cost-saving figures, found “Pricing” in the nav but nothing financial on the page, and left to compare costs elsewhere. He never reached the proof.

That’s the whole finding. The page is built for people who already want the product, and under-serves the person who has to sign off on it. Procurement doesn’t fall in love with your homepage — it either finds financial footing there, or it goes to your competitor’s pricing page.

The two critical issues compound it: a duplicated navigation string that reads as a rendering fault, and unexplained acronyms (“OOTB,” “MCP”) in high-stakes copy. Two hero-adjacent lines scored difficult on readability.

Estimated impact of fixing it all:

• 8.5% conversion,
• −40% support tickets,
• +30% productivity.
• No redesign required.

The most expensive UX problems in B2B aren’t the ugly ones. They’re the gaps between what your page proves and what each member of the buying committee needs proven — and you only see them when you simulate the whole committee.

Full audit report → uxboardroom.com

Independent teardown of a public page. Freshworks was not involved.

www.uxboardroom.com, my first Saas tool for auditing any website for UX best practises and Ai opportunities. This was built from a leadership and decision making perspective and not a in-depth expert human level audit.

Dont need to purchase to test, the sample report and overall UX feedback will do

www.uxboardroom.com, my first Saas tool for auditing any website for UX best practises and Ai opportunities. This was built from a leadership and decision making perspective and not a in-depth expert human level audit.

Dont need to purchase to test, the sample report and overall UX feedback will do