Smallest body text is 12px (base ~16px). below the ~16px readable floor.
fix Keep body copy ≥15-16px; reserve sub-13px for fine print only.
01
Giftcards
2 tactics
$10,000
ecommerce · Aug 10, 2026
airbnb.com
5/100 Sparse
Scores above 3% of 1,252 multi-step funnels we have measured. Among the 151 ecommerce funnels in that group, above 7%.
How this was measured
Coverage is detection coverage, not a verdict — it counts the conversion tactics we could prove are present, out of the 15 that apply to an ecommerce funnel.
Measured by Roentgen 1.21.0, one of our versioned rulesets. A capture is read once and its measurements freeze there, so the stamp says which ruleset read this one.
Walk 70 links seen, 42 walkable, 1 matched, and we walked 2 pages.
What we recorded
The funnel, frame by frame
2 steps walkedIn their own words
22 quotedthe entry page’s own title, headline, buttons and prices — quoted, never paraphrased
measuredextracted directly from the live page. a fact, not an opinion- Page title
Airbnb Travel Gift Card
- Meta description
Buy and send an Airbnb gift card to friends and family. The perfect start to any journey.
- Headline
Airbnb gift cards
- Section headings
You give. They go.
Gift cards for business
FAQs
Frequently asked questions
Site Footer
Pick your design
What they want
Easy to send
+4 more, not shown- Buttons and links
English (US)
$ USD
Buy now
Buy gift cards in bulk
Get started
Join a free hosting class
- Prices on the page
$10,000
What we found
1 tacticconversion tactics we could prove are present, with the on-page text that evidences each
measuredextracted directly from the live page. a fact, not an opinionFriction reduction1 of 3
Answers buyer objections
FAQs
What we didn’t find
14 of 15 applicableapplicable tactics we checked for and did not see on any step we reached
measuredextracted directly from the live page. a fact, not an opinionWhat we didn’t see14 of 15 applicable
Press / "as seen in"
448 of 1769 measured funnels run this
Us-vs-them comparison
304 of 1777 measured funnels run this
Proof above the fold
292 of 1777 measured funnels run this
Anchor / strikethrough pricing
94 of 177 measured funnels run this
Scarcity / urgency copy
94 of 1769 measured funnels run this
On-page review wall
89 of 177 measured funnels run this
Free shipping
71 of 177 measured funnels run this
Express wallets
31 of 177 measured funnels run this
Money-back guarantee
31 of 177 measured funnels run this
Proof at every step
27 of 177 measured funnels run this
Countdown / urgency timer
15 of 177 measured funnels run this
Per-unit price anchor
9 of 177 measured funnels run this
Stacked free gifts
Subscription / auto-ship
Absence is a measurement, not a recommendation: we do not know why a tactic is missing, whether it belongs here, or whether adding it would change anything. Where a walk stopped early, a tactic living deeper would also read as not detected.
How well it’s built
13 run · 4 flaggedcontrast, mobile, typography, accessibility, weight — each with what would fix it
measuredextracted directly from the live page. a fact, not an opinionReadability & contrastclear
Text contrast (WCAG AA) passescontrast:text-contrast-wcag-aa
98% of measurable text passes WCAG AA.
Mobile & tap targetsclear
Mobile viewport passesmobile:mobile-viewport
Responsive viewport meta is present.
Typography2 flagged
Body text size needs worktype:body-text-size
Line height needs worktype:line-height
Body line-height is 1.25×. tight enough to hurt readability.
fix Set body line-height to ~1.4-1.6×.
Line length notetype:line-length
3 paragraphs run past ~95 characters per line.
fix Cap measure at ~60-75ch for comfortable reading.
Accessibility hygiene1 flagged
Language declared needs worka11y:language-declared
No html[lang] attribute. screen readers can’t pick the right voice.
fix Add lang="en" (or the page’s language) to <html>.
Image alt text passesa11y:image-alt-text
All 29 content images carry alt text.
Link text notea11y:link-text
2 links use generic text (“click here” / “learn more”).
fix Make link text describe its destination out of context.
Label in name notea11y:label-in-name
3 controls have an aria-label that does not contain its visible text, so voice-control users cannot activate it by saying what they see.
fix Make the accessible name start with the visible label text.
Weight & delivery1 flagged
Page weight not measurableweight:page-weight
At least 4.3 MB across 105 measurable resources, but 48 cross-origin resources did not expose a size. The true weight cannot be determined from the page.
Render-blocking resources passesweight:render-blocking-resources
1 stylesheet/script in <head> block first paint.
fix Defer non-critical JS (defer/async) and inline only critical CSS.
Oversized images needs workweight:oversized-images
12 images are shipped at more than 2x the width shown.
“2025_Belo_Thumbnail_v01.png” is 1832px wide, displayed at 120px
fix Serve responsive sizes (srcset/sizes) matching the rendered width.
Structure & reachabilityclear
Keyboard reachability notestructure:keyboard-reachability
4 elements look clickable but cannot be reached by keyboard.
“$”, “Email”, “Text message”
fix Use <button>/<a>, or add role + tabindex="0" and a key handler.
Brand kit
5 colour roles
palette by on-page usage · type rendered live
measuredextracted directly from the live page. a fact, not an opinionfull palette ordered by on-page usage %
primary#ffffff
accent#ffffff
bg#ffffff
surface#f7f7f7
text#222222
See the roles applied
accent
Body copy in their text role, on a surface card.
the roles, doing their job
The quick brown fox148px
Jumps over the lazy dog60px
A subheading in their voice48px
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
Type scale, weights & families
SIZE SCALE
14pxAa
16pxAa
18pxAa
26pxAa
32pxAa
48pxAa
60pxAa
148pxAa
WEIGHTS
Aa400
Aa500
FAMILIES
Airbnb Cereal VF
rendered in their own type system · webfont not loaded. system fallback if uninstalled
We also looked for Sections, Elements and Playbook match, and found none on this funnel.
X-ray a funnel
