Introduction

Most B2B websites still make it hard for people to try products, book demos, or find pricing. This report shows what needs to change.

What's the Problem It Solves?

Many software websites are built to help the company-not the customer. This report explains how to make buying easier for people by showing real product examples, simple demo booking, and clear pricing. It helps marketers prove why that matters.

Quick Summary

The report reviewed the websites of the top 100 SaaS companies and talked to buyers to see if the buying process has improved. Sadly, not much has changed. Most companies still hide product access, use long demo forms, and avoid showing prices. Only a few companies let buyers explore easily or book time without extra steps.

Buyers want things to be fast and simple. They like websites that let them see the product right away, try it, and book a meeting without waiting. They also want clear pricing so they don’t waste time talking to sales just to learn it’s too expensive. Some companies, like PostHog and Clay, are doing this well by being open and letting the product do the talking. Others are still stuck in old ways.

The report also gives ways for marketers to measure where buyers are getting stuck. It focuses on three things:

• Usable: Is the website easy to use and does it show the product clearly?
• Accessible: Can buyers book meetings without waiting or emailing back and forth?
• Visible: Do buyers know what the product costs before talking to sales?

Key Takeaways from the Article

• Only small improvements were made in how easy it is for buyers to see or try the product compared to last year
• Buyers want to explore the product themselves before talking to sales
• Gated demos and vague emails cause frustration and lost time
• The best SaaS companies let buyers schedule instantly and clearly show who they’ll meet
• Buyers trust brands more when pricing is upfront and easy to find
• Teams should stop hiding the product or pricing-it makes buyers feel out of control
• PostHog stands out by being honest, direct, and letting people decide on their own
• Marketers can use clear numbers like booking rates or demo engagement to show why “buyer-first” works
• Transparency helps companies spend time with real buyers instead of unqualified leads
• A great product experience is often the best kind of marketing

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