# Vanta.com A/B Reconnaissance Report: Competitive Intelligence by Revise Engine > Competitive intelligence report on Vanta.com's experimentation stack: Intellimize (Webflow Optimize) + 6sense, 5 active US-only campaigns, ML-personalized nav CTA. ## Report details - Target: https://www.vanta.com/ - Date: March 14, 2026 - Pages probed: 13 pages + 4-location US VPN + 8-page LP sweep - Status: 5 ACTIVE experiments — US-only gating confirmed ## About the target Vanta is a trust management and compliance automation platform (SOC 2, ISO 27001, HIPAA, GDPR). B2B SaaS, approximately $150M ARR, backed by Sequoia. Webflow-built site. Primary CTA is demo booking. ## Detected tools ### Intellimize (Webflow Optimize) Confidence: VERY HIGH. Snippet 117607014, Webflow site 64009032676f24f376f002fc. 5 live campaigns, 43 events, 25 pages, 10 audiences. ML contextual model plus A/B tests, prediction API per pageview. ### 6sense Confidence: VERY HIGH. OEM-integrated into Intellimize context. Firmographic enrichment feeds Intellimize audience targeting. Customers segment defined with is_6qa gate for known buyers. ### OptinMonster Confidence: HIGH. GRC Implementation Guide popup with 3-view flow: yesno → optin → success. ### Qualified Confidence: HIGH. B2B sales chat and visitor intelligence. ### Additional tools HubSpot, GA4, Osano, GTM, Reddit Pixel, LinkedIn. ## VPN analysis — 4 US locations All US VPN exits resolved to California (LA). Intellimize geo detection confirmed: country=US triggers all 5 campaigns. Non-US visitors receive strict holdback with zero personalisation. No geo-based sub-routing observed. - BG baseline (local): 0 experiments — control - US generic: Intellimize country US/LA — all 5 campaigns active - New York: Intellimize country US/LA — all 5 campaigns active - Los Angeles: Intellimize country US/LA — all 5 campaigns active - Chicago: no Intellimize country resolved — no experiments ## Experiment overview - 5 active campaigns (all US-only) - 1 ML contextual experiment (Main Nav CTA, sitewide) - 4 A/B randomised tests (homepage, pricing, 2 landing pages) - 10 audiences (1 geo, 1 6sense, 2 device, 1 UK, 5 mutual exclusion) - 25 pages instrumented - 43 events registered ## Active experiments ### #1 Home — Calmpliance Campaign Activation — A/B 3-way vanta.com/, Experiment 417253514, US Traffic. Three-way split at 33% each: Base variation, Calmpliance Hero, Calmpliance CTA. Goals: click engagement plus Calmpliance pageviews via custom wf_view event. "Calmpliance" combines compliance and calm — a brand positioning campaign framing security compliance as a stress-free experience. The custom pageview goal tracks downstream Calmpliance LP visits. ### #2 Pricing — Logos in Hero — A/B 50/50 vanta.com/pricing, Experiment 417252462, US Traffic. Two variants at 50% each. Webflow component swap testing whether customer logo social proof in the pricing page hero increases plan selection clicks. ### #3 Main Nav — Personalized CTA Copy — ML Contextual Sitewide All pages, Experiment 417252463, US Traffic, Model 6b604ba. Three ML-assigned variants: Base ("Get a demo"), "Get a personalized demo" (variant 617158296), "Contact Sales" (variant 617158295). Intellimize contextual clone model determines CTA copy in real time based on visitor behavioural signals. Model versions d47c-tf and d48c-tf observed simultaneously across sessions — continuous learning in production. ### #4 LP Demo — Plans Component 1 — A/B 50/50 vanta.com/lp/demo-1k, Experiment 417252628, US Traffic. Two variants at 50% each. Plans display component test on organic demo landing page targeting the 1k ARR segment. ### #5 LP Demo Ad — Plans Component 1 — A/B 50/50 vanta.com/lp/demo-ad, Experiment 417252629, US Traffic. Two variants at 50% each. Same Plans Component test on paid ad demo landing page. Runs independently to isolate channel effects from organic demo traffic results. ## Notable observations ### US-only hard gate country equals "US" is required on all 5 campaigns. A UK audience (187603906) exists with no active campaigns — planned or discontinued. Non-US visitors always see baseline with zero personalisation. ### Intellimize ML model is live and updating Two model versions (d47c-tf, d48c-tf) observed simultaneously. The contextual clone model continuously re-evaluates. Different US sessions within the same minute received different variants. ### Two LP tests isolate channel effects /lp/demo-1k (organic) and /lp/demo-ad (paid) run the same Plans Component test independently, preventing cross-channel contamination with separate bucketing per acquisition source. ### 6sense OEM integration — customer suppression ready 6sense is OEM-embedded in Intellimize. The Customers segment (175940) audience is defined but no active campaign uses it. Infrastructure is in place to suppress experiments for known customers. ### Mutual exclusion guard across 5 product pages SOC 2, ISO 27001, GRC, QA, and AC product pages each have a 24-hour mutual exclusion audience. Visitors bucketed into any product page test are excluded from all others for 24 hours. No product page tests are currently active — this is holdover infrastructure. ### Staging artefacts in production config 3 pages marked for deletion still live in Intellimize config. Webflow staging domain (vanta-v2.webflow.io) still present in origins. ### LP sweep — 8 pages, 1 active experiment 7 of 8 probed LPs have zero experiment assignments. Only the SOC 2 Checklist activates the Main Nav CTA test (model pi1c-tf, variant 118 — a different ML policy than core pages use). Three landing pages (/landing/soc-2, /landing/pci, /landing/soc-2-compliance-software) share one Webflow template ID, making them invisible to Intellimize as separate pages and untargetable individually. ### /lp/iso-27001-framework exposes CTV + podcast ad stack This ISO 27001 landing page loads three tools absent from the main site: Intentsify (B2B intent data), BlissPoint Media (TV measurement), and Magellan AI → Tapad (CTV/podcast attribution). Vanta is running podcast and connected TV campaigns driving to this page. The measurement layer is entirely separate from Intellimize. ### /lp/airpods — AirPods demand gen incentive, no testing "Demo Vanta. Simplify audits and eliminate the noise. AirPods on us." Classic B2B gifting tactic. No experiments on this page. ## About Revise Engine Revise Engine is an experiment on your experiments. An internal tool designed to scan, intercept and analyze experiments. Always learning. ## You've seen what Vanta is testing. What's your move? 1. [Get your own analysis](https://www.linkedin.com/in/kambourov/): see the experiments your competitors are running right now 2. [Apply to Experimentation Confidential](https://www.revise.agency/dispatch): the weekly deep-dive operators forward to their teams 3. [Book a growth sprint](https://www.revise.agency/contact): go from insight to live experiments in just 4–6 weeks