CRO breakdown of XPLN's B2B retail pricing intelligence SaaS lead generation. Design analysis and conversion insights by Apexure.
What is ConvertScore™? ConvertScore™ is Apexure's proprietary landing page performance metric. We evaluate every page across four dimensions — Copy & Messaging, Layout & Hierarchy, Trust & Social Proof, and CTA & Conversion Path — to produce a single score out of 100.
XPLN provides retail pricing intelligence to brands and retailers — helping them monitor competitor pricing across thousands of channels and respond faster. Their buyers are pricing managers, heads of ecommerce, and commercial directors who evaluate tools professionally and make high-stakes decisions.
These are not impulsive buyers. They need to see capability, trust, and a clear ROI case before they’ll give 30 minutes for a demo. The page needs to do that work before the calendar invite is sent.
The dark layout is XPLN’s most distinctive visual choice and its most strategically sound one. In a category (retail SaaS) dominated by light blue and white, the dark palette makes the brand immediately memorable. It also creates natural contrast for data visualisations — charts and dashboards on dark backgrounds look crisp and premium in a way they don’t on white.
The stat row in the hero — showing metrics like “12%” price improvement, “9%” revenue increase, and “Min. ROI” guarantees — is the functional core of the above-the-fold experience. For a pricing intelligence tool, business outcomes need to be numerical. Saying “improve your pricing” is not enough. Saying “our clients see an average 12% price improvement in the first 90 days” is a verifiable claim that prompts the visitor to ask “could that work for my business?”
The accordion tabs for feature categories — Retailers & Brands, Pricing Intelligence, Channel Monitoring — lets different visitor types self-select the content most relevant to their role. A pricing analyst needs different information than a CMO. Accordions provide depth without forcing every visitor through every detail. We ordered the tabs by the most common visitor type, not by the internal team’s priorities.
The data visualisation graphics mid-page show the product’s actual output: price positioning charts, competitor monitoring dashboards, channel analysis views. For a data product, the dashboard IS the proof. Showing real-looking data visualisations is more convincing than any feature description — it allows the visitor to mentally transpose their own SKUs onto the interface.
The €399/month transparent pricing is positioned after the capability sections — not before. This sequence matters: the visitor who’s seen the feature depth and the client results is ready to evaluate the price in context. The same price shown before the value proof would feel high; shown after, it feels reasonable.
The "Trusted by 2000+ Season Worldwide" social proof statement is deliberately global in its framing. For a European SaaS product selling to international retailers, global adoption signals maturity and scalability. A buyer considering XPLN for a cross-border pricing strategy needs confidence that the tool covers their markets — the customer count suggests it does.
XPLN’s trust architecture is built for expert B2B buyers who do their own due diligence. We layered three types of proof: quantified business outcomes (the stats in the hero), named enterprise clients via logo strip (Amazon, eBay, Metro), and a specific client testimonial from Carsten Henning at XPLN’s head of marketing describing a real project. Each type addresses a different evaluation question.
"For B2B software with named enterprise clients, the logo strip is the single highest-ROI trust element on the page. If the visitor recognises one brand in that strip and knows they're a direct competitor, the reaction is 'if they use this, I probably should.' Competitive FOMO is underused in B2B landing pages."
Read more about B2B trust strategy in our guide to B2B Landing Page Examples.
XPLN integrates with platforms the buyer already uses — Shopify, Salesforce, Magento. Showing these integrations on the landing page removes the "but will it connect to our stack?" objection before the demo. An integration that requires re-platforming doesn't get evaluated; one that slots into the existing stack does.
The demo booking is the right conversion goal for a €399/month B2B product. Self-serve sign-up at that price point produces low-quality leads — buyers who sign up without understanding the product’s configuration requirements quickly churn. The demo creates a human touch point where an XPLN advisor can qualify the lead, demonstrate value for the specific use case, and handle objections that a landing page can’t anticipate.
"Accordion tabs in complex B2B pages are a courtesy to the buyer. The pricing analyst and the CMO have different questions. The accordions let each visitor navigate to their specific information without having to read everything. A page that makes the visitor work harder than necessary for their specific information loses them to a competitor who makes it easy."
"We needed a new performance landing page for HubSpot. The cooperation with the Apexure team was very smooth and well-structured. They considered our issues with previous layouts and provided solutions. We are happy with the result which was delivered as promised. Can recommend."
HubSpot gives XPLN’s marketing team native integration between the landing page and their CRM. Every demo booking is tracked in HubSpot with full attribution — which ad, which campaign, which keyword. This data loop is essential for a B2B SaaS with a long sales cycle: knowing which traffic sources produce customers (not just leads) takes 90 days of data to emerge, and HubSpot captures it cleanly.
Over 40% of XPLN’s visitors arrive on mobile. The data visualisation graphics are viewport-responsive — on mobile, we show the most impactful chart view at a size that’s legible without zooming. The accordion tabs collapse to a clean single-column on mobile. The demo booking form is minimal on mobile (name, email, company) with additional qualification questions appearing after the initial submission.
We run speed tests on every page we build because a slow landing page is a leaking bucket. You can spend thousands driving traffic, but every additional second of load time costs conversions. We treat PageSpeed results as a to-do list, not just a score.
Three improvements for the next iteration:
XPLN scores 86 on our ConvertScore framework. The page is a high-quality execution of enterprise SaaS conversion design. The dark aesthetic is distinctive, the data visualisations prove capability, and the pricing transparency is strategically sound. The gap is an ROI calculator that would personalise the value proposition and video proof that would demonstrate the product in motion.
Browse our full collection of landing page examples or read our guide to How to Optimize Your Landing Page Headlines.
People trust credible experts. Certifications, awards, media mentions, and expert endorsements boost credibility.
People follow the actions of others. Testimonials, reviews, and client logos build trust and reduce hesitation.
Simpler pages convert better. Reducing visual noise, breaking forms into steps, and clear copy lower mental effort.
Controlling what visitors see first, second, and third guides them toward the conversion goal.
Colours trigger emotional responses. Strategic use of contrast and brand colours guides attention to CTAs.
Retail pricing intelligence is a solution to a problem most retail buyers know intimately: they're losing margin to competitors who are repricing faster, and they don't have the data to respond. The page needs to name that pain in the hero — not with abstract claims about 'market intelligence,' but with specific language about the problem: 'Your competitors change prices 60 times a day. You're changing them weekly. XPLN closes that gap.' Once the pain is named precisely, the product's value becomes self-evident.
Dark layouts signal premium positioning and differentiate from the sea of white-background SaaS pages that the buyer sees every day. For a sophisticated B2B product like retail pricing intelligence, the dark aesthetic also matches the product's dashboard UI — which is typically dark for data-heavy applications. The consistency between the landing page aesthetic and the product UI reduces the visual dissonance that can make a product feel less polished than expected.
For mid-market B2B SaaS, transparent pricing — even a starting price — significantly improves conversion rates because it pre-qualifies leads and removes the 'I'd have to call to find out the cost' friction. XPLN's €399/month starting price tells the visitor immediately whether this is in budget for their business. Prospects who can't afford it self-select out; prospects who can are more motivated to book a demo because they've already done the budget check.
A HubSpot SaaS landing page takes 2–3 weeks. The platform integration is the primary technical variable — HubSpot's landing page builder has constraints that require creative solutions for more complex layouts. The data visualisations and dark layout required custom CSS work. We optimise for HubSpot's native analytics integration, so the client gets full conversion tracking without a separate analytics setup.
We design high-converting landing pages for B2B and B2C brands. Let's talk about yours.
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Founder & CEO of Apexure, Waseem worked in London's Financial Industry. He has worked on trading floors in BNP Paribas and Trafigura, developing complex business systems. Waseem loves working with Startups and combines data and design to create improved User Experiences.
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"B2B SaaS buyers arrive at a landing page having already done research. They've heard of the product, seen it recommended, or found it in a comparison article. The page isn't introducing the product to a cold audience — it's confirming the decision for a warm one. That shifts the page's job from awareness to conviction."