01
Audit Overview
Your website's untapped pipeline potential — and how to unlock it
Why We Created This Audit
We analyzed https://www.fielo.com the way an enterprise buyer experiences it — from first impression to demo request — looking for the specific gaps between your current journey and what leading B2B SaaS (Loyalty & Channel Incentives) vendors deliver. Every finding in this report is a pipeline opportunity backed by live competitive benchmarks.
4 Critical
6 Important
2 Opportunities
What We Analyzed
- UX & Conversion Design12 findings
- Performance & Speedvs 4 competitors
- Technology & MarTech StackPlatform + 10 tools
- Industry BenchmarksB2B SaaS (Loyalty & Channel Incentives)
Pages Analyzed
- Homepage4 findings
- Solution & Product Pages2 findings
- Pricing Page2 findings
- Demo & Contact Path4 findings
This audit was prepared by Growisto — a CRO-led Website development team behind 167% conversion growth for Atomberg, 46% CR lift for TyresNmore, and 350+ e-commerce projects.
03
UX & Conversion Findings
Page-by-page analysis with visual comparisons against leading B2B SaaS (Loyalty & Channel Incentives) vendors
Fielo's mobile opening screen gives its only H1 to an AI prompt box — the first product description starts about 850px down
Fielo — Mobile
Impartner — Mobile
Observations
- On mobile, the page's H1 is "Prompt your loyalty program vision" sitting above the Copilot prompt box, followed by the tagline "Shape behaviors. Accelerate performance. Drive loyalty."
- Nothing in the opening screen says that Fielo is a loyalty and channel-incentive platform, who it is built for, or what results it delivers. The first concrete description (the Channel Performance card) starts about 850px down the page.
- Visitors who arrive from LinkedIn, paid search or a referral have to scroll before they know the site is relevant to them. That moment decides most B2B bounces.
- Impartner's opening screen names the category ("The only end-to-end partner revenue management platform"), backs it with 3 proof bullets, and shows a Book a demo button.
Recommendations
- Lead with a headline that names the category and the buyer (for example: the loyalty and channel incentive platform for enterprise brands), followed by one proof line built from your own numbers (32M program members, 100+ customers, 5B dollars transacted).
- Put two buttons in the opening screen: Book a demo, and a lower-commitment option such as Watch the demo. Move the Copilot prompt box directly below the hero, where it becomes an engagement hook instead of a substitute for the value proposition.
- Peers such as Impartner and Open Loyalty already open with a category-defining headline, proof and a demo button.
0 review ratings or analyst mentions on Fielo's homepage — all 4 competitors show at least one
Fielo — Mobile
Antavo — Mobile
Observations
- Fielo's homepage has no G2, Capterra, AppExchange, Gartner, Forrester or IDC badge, rating or mention anywhere on the page.
- The only external-sounding claim is "Salesforce Native #1 FOR 15 YEARS", which has no source or link, so a skeptical buyer can't verify it.
- Enterprise buyers shortlist through review sites and analyst reports. When those signals are missing, the vendor looks smaller and riskier than the 100+ customers and 32M members on the page suggest.
- All 4 competitors show third-party validation: Antavo lists Gartner, Forrester and IDC recognition, Impartner shows its G2 Fall 2026 badges, Channelscaler shows G2 and IDC, and Open Loyalty shows Gartner and Capterra.
Recommendations
- Add a recognition strip below the logo wall. Use the AppExchange or G2 rating if Fielo has reviews there; otherwise start a review-collection drive with existing customers.
- Give "#1 for 15 years" a source (for example, the ranking or award it refers to) and link it, so the claim works as proof rather than as a slogan.
- Every approved competitor already shows analyst or review-site recognition on its homepage.
4 headline results (Syngenta, Terpel, Abbott, Dunlop) with 0 links to the full story
Fielo — Mobile
Antavo — Mobile
Observations
- The "Real programs. Real results." section shows strong outcomes: Syngenta $21M increase in customer share, Terpel 750k new users, Abbott 600% growth in program licenses, Dunlop 25% increase in average daily items sold.
- None of the 4 cards is a link. They are plain text, the cursor doesn't change, and there is no read-more or case-study button in the section.
- Buyers who are impressed by a result have nowhere to go to verify it or share it internally with their buying committee. A case study is usually the asset that gets forwarded to finance and IT.
- Antavo's customer carousel pairs each result or quote with a named customer and a "Read more case studies" button.
Recommendations
- Turn each result card into a link to a one-page case study (challenge, program design, results), and add a See all customer stories button under the carousel.
- Gate a downloadable PDF version of the strongest case study to capture buyers who are not yet ready for a demo.
- Competitors such as Antavo and Open Loyalty already link every headline result to a full story.
The homepage offers 2 conversion paths, Book a Demo and Contact Us, and no interactive product tour
Fielo — Mobile
Impartner — Mobile
Observations
- Outside the Copilot prompt box, every conversion button on the homepage goes to the same /contact-us form (Book a Demo in the header, Contact Us in the closing section).
- Fielo already has recorded demos, such as "Fielo Incentive Automation for Salesforce Demo" and "Fielo Incentive Automation: Platform Overview", but they sit in the Resources library and are not linked from the homepage.
- Most B2B buyers research independently before they talk to sales. Without a way to see the product first, early-stage visitors leave instead of converting.
- Impartner has a dedicated "Explore our interactive product tours" page, linked from its main navigation and homepage.
Recommendations
- Add a Take the product tour or Watch the demo button beside Book a demo in the hero. Start with the existing demo videos, then upgrade to an interactive click-through tour.
- Collect an email after the first tour step or at the end of the video, so self-serve viewers become known leads for nurture.
- Impartner already uses an interactive product tour as a lower-commitment alternative to the demo request.
12 case studies on the Channel Performance page — none names the customer and 7 give no number
Fielo — Mobile
Open Loyalty — Mobile
Observations
- The "art of the possible" carousel on /channel-performance shows 12 programs labelled only by description, such as "Pool Equipment Manufacturer", "Heating Equipment Manufacturer" and "Steel Distributor Chain".
- 7 of the 12 show no measurable outcome. They either have no result or a qualitative one such as "Improved distributor insights" or "Increased quote activity". None of the cards links to a detail page.
- One figure doesn't match across pages: the agrochemical grower program appears as "+$20M revenue" here, while the homepage card that appears to describe the same Syngenta program says $21M.
- Open Loyalty's case-study hub names each customer (for example EQUIVA), leads with a hard metric (2x transaction frequency, 80% sales via program) and links each card to a full story.
Recommendations
- Name the customer wherever contracts allow (Syngenta, Dunlop and Terpel are already public on the homepage), and give each card one hard metric.
- Link every card to a case-study page, and make the figures match across the site.
- Peers such as Open Loyalty and Antavo already publish named, metric-led case studies.
The Incentives Automation page has 0 customer logos, results or quotes between its feature list and its FAQ
Fielo — Mobile
Proposed Implementation — Fielo Product Page
Observations
- The Incentives Automation product page explains features, program types and a demo video well, but it has no customer logo, result, testimonial or case-study link anywhere on the page.
- Product pages are where buyers check whether the platform fits their use case. Proof at that point answers "has this worked for a company like mine?" right before the demo button.
- Fielo already has strong channel results it could reuse here: Dunlop's 25% increase in average daily items sold and Syngenta's $21M increase in customer share, where growers with redemption experience reach 17% more.
Recommendations
- Add a "Channel programs running on Fielo" block after the product overview, with 2 named results matched to the product (incentives: Dunlop, Syngenta), each linking to its story.
- Pair the block with two buttons, Book a demo and Watch the demo video, so the proof leads straight into a next step.
Both Channel Performance plans say "Contact us for details", with 0 prices, ranges or starting figures
Fielo — Mobile
Channelscaler — Mobile
Observations
- The Channel Performance pricing page splits plans only by partner count (Essential up to 1,000 channel partners, Enterprise more than 1,000). Both plan buttons say "Contact us for details" and both lead to the same general /contact-us form.
- A disclaimer says the page is "for informational purposes only". The FAQ lists the cost components (subscription, payouts, implementation) but gives no figure for any of them.
- Buyers visit the pricing page to check whether they can afford the platform before investing time in sales calls. With no anchor, budget-constrained prospects self-disqualify and leave quietly.
- Channelscaler states "pricing starting at $50k per module annually" and lists what the price includes (implementation, support, a dedicated Customer Success Manager).
Recommendations
- Publish a starting figure or typical range per edition, plus a one-line note on implementation cost. Even a broad band qualifies the right buyers in.
- Replace "Contact us for details" with plan-specific buttons (Get an Essential quote / Get an Enterprise quote) that pass the plan into the form, so sales receives the context with the lead.
- Channelscaler already publishes a price floor alongside a custom-quote button.
0 customer logos, results or testimonials on the Channel Performance pricing page
Feature not present
Fielo — Not Present
Antavo — Mobile
Observations
- The Fielo pricing page goes straight from the plan cards into feature tables and an FAQ, with no logos, no customer results and no testimonial anywhere on the page.
- This is where buyers weigh cost against value. Without outcomes alongside the price, the conversation stays on cost.
- Antavo's pricing page follows its plan cards with a logo row ("Powering loyalty programs for leading global brands" — Skims, Puma, Paul Smith), a "Delivering measurable impact" block (25% lower acquisition costs, 30% higher customer lifetime value, 22% revenue growth), a named CMO testimonial and an outline of what the sales call covers.
Recommendations
- Add a results strip after the plan cards using Fielo's own outcomes (Syngenta, Terpel, Abbott, Dunlop) plus one named customer quote.
- Add a short "What happens on the call" list next to the quote button, so asking for a price feels low-risk.
- Antavo already places proof and call expectations directly on its pricing page.
Fielo's demo page has 1 line of copy above the form — no agenda, benefits or proof
Fielo — Mobile
Impartner — Mobile
Observations
- Every Book a Demo button on the site leads to /contact-us, where the only copy is the heading "Let us know how we can help you" above an embedded Zoho form.
- The page doesn't say what the demo covers, how long it takes, who it is with, or why it is worth the time. The heading also reads like a support page, not a demo booking.
- This is the highest-intent page on the site. Visitors who click Book a Demo and land on a generic contact page often hesitate and drop off.
- Impartner's demo page opens with "It's time to grow faster, together." and 3 benefit bullets (one platform for every partner type, automation, a 296% ROI) before the form.
Recommendations
- Retitle the page "Book your Fielo demo" and add 3 bullets on what the session covers (your program goals, a live walkthrough of the relevant suite, pricing for your partner count).
- Add one line on format and length, and a proof element such as a logo row or a customer result next to the form.
- Impartner and Channelscaler both use their demo page to sell the demo before asking for details.
8 fields including a 268-country dropdown, with a "Contact Us" button on the page visitors reach from "Book a Demo"
Fielo — Mobile
Proposed Implementation — Fielo Demo Form
Observations
- The form asks for First name, Last name, Email, Company, Website, Phone, Country and a Message: 8 fields, 4 of them required. Country is a dropdown of 268 entries.
- The submit button says "Contact Us", even though visitors arrived by clicking Book a Demo. The mismatch makes the request feel like a general enquiry rather than a booked meeting.
- The form never asks which suite the visitor wants (Customer Loyalty or Channel Performance), so leads arrive without the context sales needs to route them.
- On mobile, every extra field and every long dropdown adds scrolling and typing, and form abandonment rises with each one.
Recommendations
- Cut the form to name, work email, company and country (pre-filled from location), and drop Website and Phone or make them optional at a later step.
- Add a one-tap "I'm interested in" choice (Channel Performance / Customer Loyalty) to route the lead, and change the button to "Book a demo".
0 logos, certifications or testimonials around Fielo's demo form — SOC 2 and GDPR compliance appears only inside an FAQ answer
Fielo — Mobile
Channelscaler — Mobile
Observations
- Below the Country and Message fields, the Contact Us button is followed directly by the site footer. The page has no customer logos, no testimonial and no security or compliance mark.
- Fielo is "fully SOC 2 and GDPR compliant", but that fact appears only as a collapsed FAQ answer on the Channel Performance page, which most demo-page visitors never see.
- Enterprise buyers sharing company and contact data, and later partner payout data, look for reassurance at exactly this step.
- Channelscaler places ISO/IEC 27001:2022, SOC 1 Type 2 and SOC 2 Type 2 marks directly above its demo form.
Recommendations
- Add a trust row beside the form: SOC 2 and GDPR badges, the Salesforce-native and AWS Marketplace marks, and 4–6 customer logos.
- Add one short customer quote under the button to reduce last-moment hesitation.
- Channelscaler already pairs its demo form with certification marks and customer logos.
0 lines on the next step — the demo page has no meeting picker and no response-time promise
Feature not present
Fielo — Not Present
Impartner — Mobile
Observations
- The demo page doesn't say whether the visitor will get a call, an email or a calendar invite, or how soon. The page has no scheduling step or response-time line.
- We did not submit Fielo's form, so this covers the page as a visitor sees it before submitting. Any confirmation screen after submission was not reviewed.
- When the next step is unclear, high-intent buyers delay the request or book with a vendor that confirms a time immediately.
- Impartner's demo form is introduced with "Fill out the form to pick a date and time for your demo", so the visitor knows they will leave with a booked slot.
Recommendations
- Show a meeting picker right after the form submits, for example via Zoho Bookings since the form and CRM already run on Zoho, and say so above the form.
- If instant booking isn't possible, add a clear promise such as "A Fielo specialist will reply within one business day".
- Impartner already lets visitors pick a demo time as part of the request.
04
Technology Ecosystem
Technology stack assessment — installed tools vs recommended additions for B2B lead-generation websites
Present (10)
Webflow
Website CMS
Zoho CRM Plus
CRM & Lead Routing
Zoho Forms
Lead Capture
One generic 8-field form serves every demo, pricing and contact request
Zoho SalesIQ
Live Chat
Script loads, but the chat launcher stayed hidden (display: none) during a 25-second mobile session
Fielo Loyalty Copilot
AI Lead Magnet
Collects name, organization and work email before generating a program blueprint
Microsoft Clarity
Session Recording & Heatmaps
Google Tag Manager
Tag Management
Google Ads
Paid Search
LinkedIn Insight Tag
B2B Paid Social & Retargeting
YouTube
Product Video
Demo videos embedded on product pages and in Resources
Missing (5)
Meeting Scheduler (Zoho Bookings / Chili Piper) Critical
Instant Demo Booking
📈 Demo requests become booked meetings
Impartner lets visitors pick a demo time as part of the form
Review Platform Widget (G2 / AppExchange) Critical
Third-Party Social Proof
📈 Independent proof at shortlist stage
Shown by Impartner and Channelscaler (G2); analyst proof by all 4 competitors
Interactive Demo Platform (Walnut / Navattic) Recommended
Self-Serve Product Tour
📈 Captures research-stage buyers
Impartner runs interactive tours on Walnut
ROI Calculator Recommended
Business-Case Tool
📈 Arms champions for internal sign-off
Impartner and Channelscaler both list an ROI Calculator in their resources
Cookie Consent Manager Nice-To-Have
Privacy & Compliance
✨ Supports the GDPR claim visibly
Consent banners seen on Impartner, Antavo and Open Loyalty
MarTech Stack Assessment
Fielo has a solid acquisition and analytics base (Zoho CRM Plus, Clarity, LinkedIn Insight, Google Ads), plus a distinctive AI lead magnet in Loyalty Copilot. The missing pieces all sit between interest and a booked meeting: there is no scheduler, no third-party review proof, no self-serve tour and no ROI tool to help a champion build the internal case.
Confidential — Prepared for Fielo by Growisto | October 2026