{"schema_version":"2026-05-20","entity":{"slug":"asana","name":"Asana","domain":"asana.com","url":"https://asana.com","category":"Productivity","sub_category":"Work management"},"scan":{"audit_id":"lb_asana_com","score":5.6,"verdict":"Your hero promises AI; every customer you quote chose Asana to replace a conversation or a spreadsheet.","dimensions":[{"name":"Message","key":"message","score":4},{"name":"Trust","key":"trust","score":6.6},{"name":"CTA & Offer","key":"cta_offer","score":4.9},{"name":"Post-click","key":"post_click","score":8.1},{"name":"Craft","key":"craft","score":6.8}],"dated_iso":"2026-05-20T16:20:34.791Z","industry_vertical":"productivity","canonical_url":"https://lytms.ai/scan/lb_asana_com"},"findings":[{"module_id":"triangulation","title":"Page claims pricing transparency but buyers flag it as a red flag","severity":"major","evidence_quote":"'Get started' (sole CTA; no pricing tier, no free-plan mention, no per-seat cost shown anywhere on the page)","diagnosis":"The landing page offers no visible pricing, no free-plan path, and no per-seat cost information — only 'Get started' CTAs — while the buyer-voice table stakes explicitly list 'pricing visible without a sales call' and 'free plan or free trial path clearly shown,' and buyer red flags call out 'pricing that scales into chaos as headcount grows.'","fix":null},{"module_id":"__absence_offer_strength","title":"There's a 'View demo' CTA in the hero but no path to a live sales conversation.","severity":"major","evidence_quote":"The hero contains 'Get started' and 'View demo' only. No 'Request a demo,' 'Talk to sales,' or 'Contact us' link appears above the fold. The page's own proof signals — CIO-level quotes, Fortune 100 stat, Gartner/Forrester badges — signal an enterprise buyer who expects a human conversation path, not a self-serve funnel.","diagnosis":"There's a 'View demo' CTA in the hero but no path to a live sales conversation. Enterprise buyers at Fortune 100 companies don't self-onboard from a demo video — they need a 'Talk to sales' route that meets them where they are.","fix":null},{"module_id":"above_fold_value_prop","title":"The headline drops what Asana is to chase a generic AI claim.","severity":"notable","evidence_quote":"Supercharge your teams with AI that gets work done | Give your teams AI that understands their work, keeps projects moving, and gets better the more your teams use it.","diagnosis":"Your headline names neither the product category nor the specific thing your AI does — it could be a chatbot, a CRM add-on, anything. 'AI that gets work done' is the same claim every competitor in this space is making right now. For an enterprise buyer already shopping work management tools, there's no hook here.","fix":null},{"module_id":"cta_architecture","title":"The hero offers self-serve signup but no path to talk to sales.","severity":"notable","evidence_quote":"Get started / View demo — no 'Contact Sales' or 'Talk to an expert' option in the hero or anywhere above the trust badges","diagnosis":"The hero pushes 'Get started' as if buyers self-onboard, but the page is built around enterprise proof — Fortune 100 stats, CIO and Director-level quotes, Gartner and Forrester badges. There's no prominent path for an enterprise buyer who's ready to talk to a human. 'View demo' reads as a recorded walkthrough, not a sales conversation.","fix":null},{"module_id":"framework_execution","title":"The page attempts AIDA but drops the Desire step for a feature list.","severity":"notable","evidence_quote":"Marketing: Maximize campaign ROI / Streamline campaign management / Enhance creative production / Manage events and editorial calendars. Operations: Drive better outcomes / Track work and see progress in real time / Standardize and automate processes / Unblock teams to hit revenue goals. IT: Prioritize and streamline IT requests / Allocate resources more eff","diagnosis":"The page opens with a clear Attention beat (the AI headline) and an Interest beat (social proof, Gartner/Forrester). But where Desire should live — the part that makes someone feel the difference between Asana and the three other tabs they have open — the page drops into a department-by-department feature list. AIDA without the Desire step skips the emotional commitment that moves a buyer from 'yes I know this product' to 'this is the one I'm recommending internally.' For buy","fix":null}],"methodology":{"dimensions":[{"name":"Message","definition":"Value proposition clarity, headline strength, voice consistency, awareness fit, competitive differentiation."},{"name":"Trust","definition":"Proof signals, named recognition, imagery authenticity, evidence specificity."},{"name":"CTA & Offer","definition":"Call-to-action effectiveness, offer strength, form friction."},{"name":"Post-click","definition":"Destination coherence, mobile breakage, performance, accessibility."},{"name":"Craft","definition":"Typography hierarchy, design-system coherence, framework execution."}],"rubric_size":"A deeper internal rubric covers copy, visual, structural, and psychological-persuasion categories, rolled up into the 5 user-facing bars above. Specific module count is internal architecture, not public.","scoring_note":"All scores on a 0-10 scale. ≥7.0 = ready for paid traffic; 4.5-6.9 = specific fixable problems; <4.5 = page likely costing conversions on every visit."},"cite_as":{"url":"https://lytms.ai/brand/asana","name":"Lytms scan of Asana (5.6/10)"}}