Characters of code on the page
An eval pipeline you can read before you sign up
Actions that required sales
Request a demo, talk to sales, contact us for pricing
Prices stated on the page
$0 and $49 a month, with the third tier named
The finding
Synth's buyers had already agreed that AI works.
The old page spent its entire fold arguing the category: unlock the power, accelerate transformation, unprecedented value. That argument was won before anyone arrived. What an engineer evaluating inference infrastructure actually needs is the shape of the API, the latency, and the price — and the page carried none of the three. It offered 22 actions, and 7 of them ended in a form.
The page asked for a meeting before it showed a product.
Above the fold the old site had 26 words of abstraction, a Request a Demo button, and a note promising that a solutions engineer would be in touch within two business days. The rebuilt page opens on a latency figure and an import statement.
Before
Two buttons, both leading to the same form. The only number above the fold is the promise of a callback.
After
23ms at p50, stated in the first band. The code window sits one scroll below it.
Contact us for pricing, under a list of things you cannot price.
The old page listed five enterprise capabilities and then withheld the number. The rebuilt page states two of three tiers outright and names the third, so a team can size the decision without booking a call.
Before
Five bullet points, then a link. Nothing on the page indicates whether Synth costs fifty dollars or fifty thousand.
After
Starter at $0, Pro at $49, Enterprise named as custom. Three tiers, two priced.
Measured on both rendered pages, at 1440 wide
Characters of code shown on the page
Latency figures stated
Uptime and p50 figures stated
Actions that required contacting sales
Text elements below 13px
Smallest type on the page
Contrast failures against WCAG AA
Actions on the page
Heading levels skipped
The old page sold the category. The new one sells the integration.
Still open: the two customer avatars in the testimonial band are stock photography, and the company names beside them are invented, which is the one place this page still asks to be taken on faith. The eval pipeline in the code window is real TypeScript but has not been run against a live endpoint.
The explorations
Three directions were designed. One shipped.
Each was built as a full working page, not a mood board, so the choice was made against real type, real spacing and real interaction. All three are shown here, with the reason the two that lost did not ship.
Mesh
dark · animated gradient mesh · bento + code · violet glow
Puts the eval pipeline and the latency figure above the fold, where the demo form used to be.
Open full page ↗Terminal
developer-forward · mono · live terminal window · green
Closest rival. A live terminal shows one call rather than the shape of the API, and it tied the brand to a single tool.
Open full page ↗Light Console
clean light-mode SaaS · violet accents · product frame
The code insets lost contrast on the light ground and the violet accent stopped carrying at small sizes.
Open full page ↗In context
