1. FIRST-PASS MISREADING - "Starter, Growth, Scale" - the buyer assumes Growth is the normal choice but nothing on the page says which team size it fits, so they stall on the wrong row. - "Unlimited projects" - the buyer assumes there is no seat limit either. Seats are the actual meter, and that surprise arrives at checkout. - "Contact us" on the top tier - the buyer assumes enterprise sales and a slow process, and reads the whole page as not-for-me. 2. ISSUE LIST, SEVERITY RANKED BLOCKER | "Contact us" | broken price anchor | Publish a starting price so the top tier anchors the two paid tiers instead of hiding them. BLOCKER | no seat count per plan | comparison friction | Put seats in the plan header, above the feature list. MAJOR | "Unlimited projects" | unclear value | Name the limit that does exist, or the promise reads as a trick. MAJOR | "Cancel anytime" in footer only | risk not reduced | Move it next to the button on every tier. MINOR | "Start free trial" repeated three times | weak call to action | Differentiate by tier so the click feels like a decision. 3. UNPROVABLE CLAIMS "Trusted by fast-growing teams" - nothing on the page proves this. Either name the teams or cut the line. "Save 20% annually" is checkable only if both prices are shown; show the monthly figure beside it. 4. SECTION REWRITE Header: keep the three plan names, add the seat range under each. Feature table: move the four features that differ between plans to the top and collapse the shared ones. Footer: move the cancellation and refund lines up into each card. 5. VERDICT FIX FIRST. Largest expected effect: publishing seats per plan, because every misreading above starts there. Evidence that would prove me wrong: trial starts already cluster on one plan and drop-off happens after signup, not on this page.