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The Hoard / Developer Tool

ngrok.com landing page review.

Goblin scored ngrok.com 7/10 across twelve conversion dimensions on 28 Sep, 2026.

Goblin's Score

7

Out Of 10

"Goblin sees a page that knows what it does and does it well, but buries the second most important thing—pricing—behind a link and wastes precious above-fold real estate on logos."

ngrok.com

/

28 Sep, 2026

Full Report

8/10

Hero clarity

Headline 'Connect anything, anywhere' paired with 'routes and secures traffic to your apps, APIs, and AI models' answers who and what fast.

What You Got Right

  • Subheadline explicitly names what ngrok does (route and secure traffic) with concrete targets (apps, APIs, AI models).

    • What's Wrong

  • Headline is poetic but abstract—'Connect anything, anywhere' doesn't immediately tell a developer this is about exposing local services to the internet.
  • No visual context or animation showing a tunnel or traffic flow; abstract blur image doesn't reinforce the core use case.

    • 8/10

    CTA prominence

    One clear CTA above fold ('Get started (for free)') is visible and easy to find, but there's a competing 'Sign up' link in nav that dilutes it slightly.

    What You Got Right

  • Single, prominent blue button with 'Get started (for free)' is well-placed and unambiguous.

    • What's Wrong

  • Navigation has both 'Log in' and 'Sign up' links, creating secondary CTAs that split attention.
  • No mention of time to value or friction reduction ('Get started in 2 minutes' or 'Works instantly' would help).

    • 6/10

    Value prop specificity

    Goblin sees 'routes and secures traffic' but no concrete outcome: you're not told how much faster, how much easier, or what it saves.

    What You Got Right

  • Mentions three specific use cases (apps, APIs, AI models) rather than generic 'infrastructure'.

    • What's Wrong

  • No quantified benefit: time saved, setup complexity reduced, requests per second, latency improvement.
  • No specific problem it solves—developer must infer 'I need this to test locally without deploying' from context clues later.

    • 9/10

    Trust signals

    Goblin is impressed: 18 recognizable logos (Microsoft, GitHub, Databricks, OpenAI, Vercel) appear immediately below hero with no fluffy copy.

    What You Got Right

  • Logos displayed without 'trusted by' fluff—just names, all real companies.
  • Mix of household names (Microsoft, GitHub) and developer-tier brands (Vercel, Hugging Face) builds credibility across segments.
  • Logos appear before testimonials, maximizing impact.

    • 7/10

    Copy concreteness

    Goblin finds specifics in product cards ('failover and observability built in', 'manages any model and inference provider') but marketing copy elsewhere is softer.

    What You Got Right

  • AI Gateway section: 'Change one URL to route between hosted or self-hosted models, with failover and observability built in' is concrete.
  • Security section lists 10 specific checkboxes (SOC2, HIPAA, GDPR, RBAC, SSO) instead of vague 'enterprise-grade security'.

    • What's Wrong

  • Testimonials are all emotional ('life changer', 'so effing amazing') without concrete metrics: 'reduced setup time by 80%' or 'supports 10M requests/month'.
  • 'Way more than a tunnel to localhost' is vague positioning; could be 'Gateway replaces 5 separate proxies and firewalls'.

    • 8/10

    Social proof depth

    Goblin sees named people with context: 'Ihor Leshko, Director of Engineering' at Databricks with a specific win ('rapidly onboard big enterprise customers'), but most testimonials are Twitter handles with no title.

    What You Got Right

  • Three testimonials include both name + company + role (Ihor Leshko/Databricks, Wesley Gorman/Zendesk, Austin Cottrell/Copado) with concrete outcomes.
  • Company logos appear beside testimonials, reinforcing credibility.
  • Testimonials repeated in carousel, suggesting genuine library of praise.

    • What's Wrong

  • 14 of 21 testimonials are Twitter handles only (Scott Motte, Kevin Simper, Cassidy Williams)—no title, no company affiliation, no outcome.
  • No quantified case study: 'reduced deployment time by 60%' or 'onboarded 100 customers in 3 months' would outweigh 'I wouldn't know how to work without ngrok'.

    • 5/10

    Objection handling

    Goblin sees security checkboxes but no mention of cost, lock-in, learning curve, data residency options, or SLA guarantees.

    What You Got Right

  • Security section addresses enterprise objections (SOC2, HIPAA, GDPR, RBAC, SSO, audit logs, data residency, white-labeling).

    • What's Wrong

  • No pricing transparency above fold or even linked obviously—only a '/pricing' link in footer and nav; hides the fact that free tier exists.
  • No SLA, uptime guarantee, or performance claim ('99.9% uptime', 'sub-100ms latency')—developer worries ngrok might fail in production.
  • No mention of vendor lock-in, API stability, or how to export/migrate—enterprise buys worry they can't leave.

    • 7/10

    Visual hierarchy

    Goblin sees clear sections (hero, logos, products, testimonials, security, CTA) but product cards are equal weight and the two CTA buttons at the bottom are the same size, so it's unclear which to click.

    What You Got Right

  • Sections stack vertically with clear breaks; easy to scan.
  • Large, readable headline hierarchy (H1, H2, H3).
  • Customer logos and testimonials get prominent, repeating real estate.

    • What's Wrong

  • Two product cards (AI Gateway, Gateway) appear identical in size and prominence—no visual cue that one is newer or primary.
  • Bottom CTA section has two equally-sized buttons ('Get started' and 'See pricing')—should emphasize one.

    • 7/10

    Mobile rendering

    Goblin assumes good mobile UX from the clean structure, but can't verify button sizing, touch targets, or text reflow without rendering.

    What You Got Right

  • Semantic structure (nav, main, footer) suggests responsive layout.

    • What's Wrong

  • No visible `viewport` meta tag in processed HTML, but likely present (can't verify from stripped head).
  • Logo carousel likely becomes horizontal scroll on mobile—hard to parse on small screens.

    • 7/10

    Page speed signals

    Goblin sees modern image formats (avif), lazy loading attributes, and async decoding, but two large hero images and 18 duplicate logos suggest bloat.

    What You Got Right

  • Images use `.avif` format (modern, lightweight).
  • Lazy loading and `async` decoding applied to logo and testimonial images.
  • `fetchPriority='high'` on hero image signals optimization.

    • What's Wrong

  • Logo carousel duplicated (appears twice in HTML), likely for seamless loop—doubles payload.
  • Two hero images with the same src suggest redundancy or layout fallback.

    • 8/10

    Form and CTA friction

    Goblin sees 'Get started (for free)' CTA with no link target visible (stripped by preprocessing), but placement and copy suggest low friction.

    What You Got Right

  • CTA text explicitly says 'for free'—removes cost objection.
  • Repeated twice (hero + bottom)—easy to find.

    • What's Wrong

  • No signup form visible on landing page; users must click to external signup (common for dev tools, but adds one bounce).
  • No indication of what happens next ('Sign up, then download CLI' vs. 'Start in browser').

    • 4/10

    Pricing clarity

    Goblin is frustrated: pricing is invisible above fold, linked only in nav and footer, and no pricing details appear on the landing page itself.

    What You Got Right

  • Free tier is mentioned ('Get started (for free)').

    • What's Wrong

  • No pricing table, tiers, or numbers visible above fold.
  • Pricing only accessible via '/pricing' link—buried one click deep.
  • No indication of per-user, per-request, or per-team pricing model; buyer must navigate away.

    • Priority Fixes

  • Move pricing above fold or to a prominent section with tiers and per-user cost. Hiding it on a separate page leaves developers second-guessing ROI.
  • Add quantified objection handling: SLA, uptime guarantee, data residency options, and export/migration paths to address enterprise buyer fears.
  • Deepen social proof by replacing Twitter-only handles with 'Name, Role, Company, Outcome' format; add at least one concrete metric (e.g., 'Reduced onboarding time by 70%').

    • Things Goblin Respected

  • Hero clarity nails the 'what' and 'who'—'routes and secures traffic' is specific enough for a developer to decide in seconds if this is relevant.
  • Logo wall (18 recognizable companies) appears immediately after hero without marketing fluff—instant credibility.
  • Security section is a masterclass in specificity: lists 10 checkboxes (SOC2, HIPAA, GDPR, RBAC, SSO, audit logs, data residency, white-labeling) instead of generic 'enterprise-grade'.