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fitbit.com — funnel x-ray

ecommerce · · 2026-07-08

#ffffff #f9f9f9 #effffe #f9f7f4 #e0e4f3

2steps deep

20/100Sparse★★★★★

1proof points

—no discount

Evidence coverage

the /100 — and the exact signals behind each category

20/100

★★★★★

Sparse evidence coverage

Offer clarity4/20

Free shipping

Action path0/20

no signals detected

Trust & proof0/20

no signals detected

Friction reduction10/15

FAQ / objection handlingFree shipping

Value reinforcement7/15

Us-vs-them comparison

Risk reversal & urgency0/10

no signals detected

Evidence Coverage Score: deterministic points across a fixed 6-category conversion rubric (Offer 20 · Action 20 · Trust 20 · Friction 15 · Value 15 · Risk/Urgency 10 = 100), each capped so no single area dominates. Every point traces to an on-page evidence string. It measures coverage, not quality — no opinions, no predictions.

Palette

every color by on-page usage · the roles doing their job

full palette ordered by on-page usage %

primary#e0e4f3

accent#e0e4f3

bg#ffffff

surface#f9f9f9

text#191c1d

accent

Body copy in their text role, on a surface card.

the roles, doing their job

Typography

their type system, rendered live

The quick brown fox60px

Jumps over the lazy dog48px

A subheading in their voice40px

Body copy set at their measured paragraph size. This is how their product reads to a first-time visitor — same family, same scale, same weight.

List item one, at body scale
List item two
List item three

Shape

the corner-radius scale, drawn

4px

8px

20px

28px

32px

50px

Offer & pricing

rebuilt from extracted facts — nothing invented

RECONSTRUCTION — rebuilt from extracted facts

$99.99

$25.00$999$27.75

One-timeSubscribe

source: step 2 · Product page — every value extracted, nothing invented

The funnel

2 steps walked

1Homepage / Lander

Google Fitbit, Pixel Watches & Trackers with Google Health

1 proof pointsubscription4 components

“Skip Navigation”

2Product page

Google Fitbit Air, Fitness Activity Tracker Band

1 proof pointsubscription5 components

“Skip Navigation”“Overview”“Tech Specs”

3Cartstalled

Shopping Cart - Google Store

no tactics detected on this step

“Skip Navigation”

4Checkoutstalled

Shopping Cart - Google Store

no tactics detected on this step

“Skip Navigation”

Tactics detected

applicable conversion tactics — click any for its evidence string

·Proof at every step

·Stacked free gifts

·Countdown / urgency timer

·Anchor / strikethrough pricing

·Subscription / auto-ship

·Per-unit price anchor

✓Us-vs-them comparison2×

home: comparison table
pdp: comparison table

·On-page review wall

·Express wallets

✓Free shipping2×

home: free shipping
pdp: free shipping

·Money-back guarantee

✓FAQ / objection handling

pdp: FAQ/accordion

·Proof above the fold

Proof & trust language

the social-proof strings, harvested

Free shipping — Free shipping (1)

Build brief — copy for your agent

the whole teardown as one grounded spec: tokens · proof language · detected tactics · funnel facts

fitbit.com · 3/13 tactics · 1 proof templates · tokens ✓

# Agent Brief — build in the style of fitbit.com

> Machine-extracted from a live funnel teardown (2026-07-08). 100% facts — measured
> tokens, detected patterns, harvested proof strings. No LLM interpretation.
> Tokens: `tokens.json` / `tailwind.css`.

**Category (label):** —
**Funnel:** Homepage / Lander → Product page → Cart → Checkout

## Palette (area-weighted from live CSS)
| Hex | Usage | Likely role |
|-----|------:|-------------|
| `#ffffff` | 49.1% | background |
| `#f9f9f9` | 41.3% | background |
| `#effffe` | 2.2% | background |
| `#f9f7f4` | 2.1% | background |
| `#e0e4f3` | 1.4% | background |
| `#f9fafc` | 0.9% | background |
| `#fdfaf7` | 0.4% | background |
| `#e7ebf3` | 0.4% | background |

Curated roles: `primary=#e0e4f3` · `accent=#e0e4f3` · `bg=#ffffff` · `surface=#f9f9f9` · `text=#191c1d`

## Type
- Display: `Google Sans Flex`
- Body: `Google Sans Flex`
- Size scale (px): 10, 11, 12, 14, 16, 20, 32, 40, 48, 60
- Radius (px): 4, 8, 20, 28, 32, 50

## Patterns detected (fact-based) — 3/13
- **Us-vs-them comparison** — A comparison table framing the brand against alternatives. _(home: comparison table; pdp: comparison table)_
- **Free shipping** — Free shipping / delivery surfaced in the funnel. _(home: free shipping; pdp: free shipping)_
- **FAQ / objection handling** — An accordion / FAQ block answering objections. _(pdp: FAQ/accordion)_

## Proof language (harvested strings → templates)
- `Free shipping` — e.g. "Free shipping"

## Funnel facts
- Depth reached: 2 steps
- Proof points: 1 across 2 steps
- Free-gift line items (max on a step): 0
- Discount/anchor pricing: no · Countdown: no · Subscription: yes
- Price continuity lander→checkout: not detected

## To replicate
Match the palette + type tokens above, deploy the detected patterns at the same funnel positions, and reuse the proof-language templates with your own numbers.