MultifactorYC F25 landing page report.
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Multifactorhttps://multifactor.com/

Your landing page’s weakest score is Trust.

How Multifactor ranks

  1. 1.Bitwarden77
  2. 2.LastPass67
  3. 3.Multifactor62
  4. 4.NordPass61
  5. 5.1Password59
  6. 6.Dashlane50
Fix Trust
62Growth scoreupdated

category scores

Trust54Value props58Information hierarchy62Mobile web62CTA76
category scoresShowHide
Trust54Value props58Information hierarchy62Mobile web62CTA76

Score over time

9080706050401Password 66 on Jun 30 (Wayback)1Password 66 on Jul 14 (Wayback)1Password 67 on Jul 28 (Wayback)1Password 66 on Aug 11 (Wayback)1Password 68 on Aug 24 (Wayback)1Password 66 on Sep 8 (Wayback)1Password 59 on Sep 22 (Live)Bitwarden 76 on Jun 30 (Wayback)Bitwarden 77 on Jul 14 (Wayback)Bitwarden 77 on Jul 28 (Wayback)Bitwarden 77 on Aug 11 (Wayback)Bitwarden 76 on Aug 24 (Wayback)Bitwarden 74 on Sep 8 (Wayback)Bitwarden 77 on Sep 22 (Live)Dashlane 71 on Jun 15 (Wayback)Dashlane 68 on Jul 1 (Wayback)Dashlane 65 on Jul 14 (Wayback)Dashlane 73 on Jul 26 (Wayback)Dashlane 73 on Aug 10 (Wayback)Dashlane 74 on Aug 23 (Wayback)Dashlane 50 on Sep 22 (Live)LastPass 70 on Jun 15 (Wayback)LastPass 70 on Jun 30 (Wayback)LastPass 71 on Jul 13 (Wayback)LastPass 70 on Jul 27 (Wayback)LastPass 66 on Aug 10 (Wayback)LastPass 72 on Aug 27 (Wayback)LastPass 67 on Sep 22 (Live)NordPass 72 on Apr 23 (Wayback)NordPass 71 on May 2 (Wayback)NordPass 73 on May 19 (Wayback)NordPass 69 on Jul 10 (Wayback)NordPass 66 on Aug 23 (Wayback)NordPass 63 on Sep 5 (Wayback)NordPass 61 on Sep 22 (Live)Multifactor 66 on Apr 4 (Wayback)Multifactor 63 on Apr 13 (Wayback)Multifactor 64 on May 11 (Wayback)Multifactor 61 on Jun 27 (Wayback)Multifactor 62 on Sep 22 (Live)Apr 4Apr 13May 11Jun 27Sep 22
Past reportsShow past reportsHide past reports
  1. Sep 22, 202662LiveOverall +1 · Information hierarchy −4 · CTA +4Viewing
  2. Jun 27, 202661Overall −3 · Mobile web −14 · Value props −4View →
  3. May 11, 202664Overall +1 · CTA +6View →
  4. Apr 13, 202663Overall −3 · CTA −8 · Trust −4View →
  5. Apr 4, 202666First tracked report — strongest CTA 76, weakest Trust 52View →

Trust

54Fair

Proof that the product is real, competent, and safe to try.

Multifactor
LastPass
Bitwarden
Dashlane
Trust read
Multifactor"Backed by" investor logo row including Y Combinator and NSF badges
1PasswordReal 1Password Admin Console product shot with named user "Sonja Johnson, Blue Mountains IT" emerging at the bottom of t
BitwardenReal product UI mosaic showing the password generator, autofill credential popup, and reports panel
Dashlane"TRUSTED BY TOP ENTERPRISES" logo strip (Best Western, Cineplex, Hearst, Hyatt, Michelin)
LastPass84,000+ reviews rating strip with Google Play, Apple, and G2 icons
NordPass"POWERED BY NordVPN" badge above the headline

Value props

58Fair

Title, subtitle, hero — do they sell the product's true value?

Multifactor’s headline undersellsSO MUCH MORE THAN A PASSWORD MANAGERShare online accounts with humans and AI agents, just by sending a link.

Working

  • Subhead names concrete action: share via link
  • AI agents angle is differentiated and timely
  • Proof: #1 Product of the Day, Backed by row

Could improve

  • Headline defines product by what it isn't
  • Hero video shows a bot-check error, not product
  • No numbers: users, accounts shared, time saved

Information hierarchy

62Fair

Does the design help or inhibit what the page is trying to say?

Information hierarchy annotations on the desktop capture1234
  1. YouTube sign-in overlay — The hero video shows YouTube's 'Sign in to confirm Multifactor is not a bot' wall instead of the product, making the largest fold element a broken exit surface.
  2. Duplicate Get Started buttons — The nav 'Get Started' is bright orange while the hero form's 'Get Started' is muted gray — the primary conversion loses the contrast battle to its own duplicate.
  3. Gray hero CTA button — The email-capture 'Get Started' button is low-contrast gray on white, easily read as disabled next to the vivid orange background.
  4. Five-item dropdown nav — Five dropdown menus plus their expansion arrows create exit paths that outweigh the single conversion action.

Mobile web

62Fair

The phone experience as a first-class citizen.

Mobile web annotations on the mobile capture12
  1. Broken video embed — Shows YouTube's 'Sign in to confirm Multifactor is not a bot' error with clipped left edge instead of the demo.
  2. Oversized hero headline — Display font barely scales down, wrapping into four cramped lines that push the CTA down the fold.

CTA

76Fair

Copy, size, verb, cost-feel — does the primary CTA earn the click?

Multifactor
Bitwarden

Problems

  • no 'free' despite 'Free forever' badge
  • hero button gray, nav button louder
  • email field adds friction before click

Competitors

inferred from product, audience, and value prop
#1Bitwardenbitwarden.com77 #2LastPasslastpass.com67
#3Multifactor62
#4NordPassnordpass.com61 #51Password1password.com59 #6Dashlanedashlane.com50