FREE SECURITY SCORE N
Turning a free assessment into a sign-up engine.
Panorays is a leading third-party cyber risk management platform, helping businesses stay ahead of emerging threats across their vendor relationships. The project focused on designing a new lead-gen funnel — from homepage ad to landing page, confirmation email, and final report — built around a free cyber posture score. The goal was to give prospects a real, if limited, look at Panorays' value up front, turning that first taste into free trial sign-ups and sales conversations.
DATE
2024
ROLE
UX/UI Visual Design Prototyping Research Copywriting
TEAM
R&D Demand Gen Marketing Product
TOOLS
Figma Wordpress
Panorays' lead-gen wasn't converting. When our CMO and a newly-hired Demand Gen lead came in, they flagged that the existing mechanisms for turning visitors into sign-ups weren't working - conversion was low, and there wasn't a clear hook getting people from "interested" to "trying the product." I was brought in to design a new funnel built around a free cyber posture score: a way to give prospects something valuable enough to hand over their information for, and start pulling them toward becoming users.
Goals
Increase sign-up conversions from anonymous visitors, give prospects something valuable enough to exchange their information for, and use that exchange as an on-ramp toward free trials and sales conversations.
Solution
Design a new lead-gen funnel built around a free cyber posture score, giving prospects a real, if limited, look at Panorays' value before they ever became a customer.
Increase sign-up conversions from anonymous visitors, give prospects something valuable enough to exchange their information for, and use that exchange as an on-ramp toward free trials and sales conversations.
Solution
Design a new lead-gen funnel built around a free cyber posture score, giving prospects a real, if limited, look at Panorays' value before they ever became a customer.
We looked at how competitors were using free tools and gated content to drive sign-ups, dug into our own funnel data to see where people were dropping off, and reviewed the broader market to understand what would actually feel valuable enough for a security team to trade their info for.
Pain Points
Low conversion
Existing lead-gen mechanisms weren't turning visitors into leads.
No value exchange
Nothing on the site gave visitors enough incentive to hand over their information in return.
Information overload
The experience needed to stay minimal and focused, surfacing only what's relevant to each step so users aren't wading through fluff to get their score.
The entry point lived just below the fold on the homepage - the first CTA a visitor would hit. The hook was simple: get a free cyber posture score for your own organization. It let people experience Panorays' value firsthand before ever becoming a customer, rather than asking them to take our word for it.
The copy needed to do double duty - convince someone who'd never heard of Panorays that a security assessment was worth their information, while also giving anyone already sold a faster path to a real conversation. That's why the page closed with a secondary option to book a meeting with a security expert, for users who didn't need convincing. For the form itself, we kept every field required rather than trimming it down - the rating's usefulness depended on complete data, so the trade-off was worth making clear upfront with a direct CTA: "Get My Free Rating."
If someone was already in our database, we could generate their score fast, so their thank-you page told them it was coming shortly. New users needed more processing time, so their version set the expectation upfront - a 24-hour turnaround - rather than leaving them wondering why nothing showed up right away.
We tested two CTA approaches for the sign-up confirmation email. The one we cut asked the reader to absorb a lot before deciding anything. The version that won kept the same intent but told the story in fewer words, making the decision easier for the reader with less to parse before they knew what to do next.
The report was the payoff, and it had to walk a line: show enough of Panorays' third-party risk analysis to prove real value, without handing over the full product for free. I designed it to give a high-level view of a user's security posture rather than the full depth we'd show a paying customer - just enough insight to make someone want to see more, whether that meant booking a meeting or starting a free trial.