Frequently Asked Questions

Signal & Flow crawls your homepage and up to three key sub-pages, extracting signals about your UX, conversion path, trust elements, and messaging. It then runs those signals through specialist AI agents trained on UX and conversion frameworks to produce a detailed written report with scores, specific issues, and actionable quick wins. The whole process takes under 60 seconds.

Yes, it uses Claude, one of the most capable AI models available. Unlike automated scanners that check for broken links or missing meta tags, Signal & Flow reads and interprets your actual content, copy, structure, and messaging. It references specific elements on your pages by name and explains the psychological or practical reason each one is helping or hurting you. The output reads like a written expert review, not a checklist.

It works on any publicly accessible website: service businesses, e-commerce, SaaS, local trades, consultants, restaurants, and more. The tool detects your site type and adjusts its analysis accordingly. It works best on sites with meaningful written content. It will struggle with sites that are entirely image-based or require a login to view.

Each focus area runs a specialist analysis with different section names, scoring dimensions, and AI prompts. Conversion focuses on your sales funnel and CTAs. Trust & Credibility examines everything that builds or destroys visitor confidence. Mobile & Speed looks at your site through the eyes of a smartphone user. Messaging & Clarity assesses how clearly you communicate your value. First Impression analyses only the above-the-fold experience: the first 5 seconds. Full Audit covers all dimensions equally.

User Perspective simulates three psychologically distinct customer types landing on your site, each with different goals, attitudes, and decision-making styles. Each persona gives you their first reaction, what they're thinking, what's stopping them from acting, and a final verdict on whether they'd stay or leave. It's designed to show you your site through the eyes of people who don't already know and trust you.

When you run both a UX Audit and a User Perspective analysis on the same site, an Executive Briefing button appears. This generates a synthesis report that triangulates both sets of findings — highlighting where the audit and the simulated visitors agree (high-confidence issues), insights only the visitors raised, technical issues only the audit caught, and a single prioritised action plan. It uses 1 credit.

One credit runs one analysis. UX Audits, User Perspective reports, and Executive Briefings each use 1 credit. Competitor Comparison uses 2 credits as it analyses two sites simultaneously. Credit codes purchased via Try Me never expire. Monthly subscription credits reset at the start of each billing period — unused monthly credits do not roll over.

Yes, and we encourage it. Running the same site after making changes lets you measure improvement. Running different focus areas on the same site gives you a richer picture. A Conversion audit and a Trust audit will surface completely different findings. Each run uses one credit.

If you're not satisfied with your analysis, contact us at hello@signalandflow.co.uk within 7 days of purchase and we'll make it right. We want every customer to get genuine value from the tool.

Yes. All payments are processed by Stripe, one of the world's most trusted payment platforms. Signal & Flow never sees or stores your card details. Stripe is PCI DSS Level 1 certified, the highest level of payment security certification available.

Yes. After every analysis we send a full copy of your report to the email address you provided. The email includes all scores, findings, and quick wins in a readable format you can save, share with your web developer, or refer back to later.

We collect your email address (to send you your report) and the URLs you analyse. We do not collect any personal data from the websites you analyse. We do not sell your data or use it for advertising. See our full Privacy Policy for details.

Scores are based on the evidence visible in your page signals: the actual content, structure, and elements our tool can read. They reflect the quality of what a visitor experiences, not technical metrics. A site with strong technical foundations but poor copy and unclear CTAs will score low on conversion, because that's the reality visitors face. The scores are directional and evidence-based, not algorithmic.

Signal & Flow can only analyse publicly accessible pages, the same pages your visitors see when they first arrive. This is actually the most important part of your site to optimise, since it's what determines whether anyone gets as far as logging in at all.

Competitor Comparison lets you enter your site and a competitor's site and get a head-to-head UX and conversion analysis of both. The tool crawls and audits both sites, then produces a structured report showing where you win, where they win, what they are doing better than you, and five specific quick wins to close the gap or extend your advantage.

Competitor Comparison uses 2 credits per run, as it analyses two sites simultaneously. A Starter plan (3 credits/month, £7/month) gives you one comparison with a credit to spare. A Growth plan (10 credits/month, £19/month) covers multiple comparisons across different focus areas or competitors. If a comparison fails due to a connection error on either site, both credits are automatically refunded.

The report gives you: a head-to-head score across UX, Conversion, Trust, and Messaging for both sites; an Overall Verdict naming the winner and the decisive factor; a Where You Win section listing your specific advantages; a Where They Win section identifying the gaps; Their Best Moves highlighting what the competitor is doing well that you should study; and 5 Quick Wins to act on immediately.

Any two publicly accessible websites. You do not need to own either site. Common uses: your site against a direct competitor, your site against the market leader in your sector, or two different versions of your own site. The tool analyses both sites at the same focus area, so the comparison is consistent.

If the analysis cannot complete due to a connection error or crawl failure, both credits are automatically refunded to your code. You will see an error message explaining what went wrong. Credits are only consumed on a successful completed comparison.

Start with the Quick Wins section: five specific, achievable improvements you can action without a full redesign. Then work through the priority findings in order of impact. Share the report with your web developer or designer, as it gives them a clear brief rather than vague feedback. Run a new analysis after making changes to measure improvement.

Yes, each focus area reveals genuinely different findings. A Conversion audit and a Trust audit on the same site will surface different issues, use different scoring dimensions, and suggest different improvements. If you're serious about improving your site, running two or three focus areas gives you a much more complete picture than a single Full Audit.

Yes, any publicly accessible URL works. Analysing a competitor's site can reveal what they're doing well and where they're vulnerable. Many customers use this to benchmark their own site against the market leader in their sector.

When you make a payment through our site, our payment processor (Stripe) saves your payment method as part of standard UK card processing. Your bank may notify you about this as a "direct debit" or "continuous payment authority."

If you purchased a single Try Me report, this does not mean you have been subscribed. It was a one-off payment of £2.99 and you will not be charged again.

If you purchased a subscription plan, this is expected — your plan renews monthly or annually as shown on your account page, and you can cancel at any time from the billing portal.

If you have not used your credits, get in touch at our contact page and we'll sort it out. For subscription plans, you can cancel at any time and your access continues until the end of the billing period.