Smallest body text is 11px (base ~12px). below the ~16px readable floor.
fix Keep body copy ≥15-16px; reserve sub-13px for fine print only.
01
Homepage / Lander
2 tactics
$100 +2 more · 1 proof point
ecommerce · Jul 11, 2026
allbirds.com
13/100 Sparse
Scores above 12% of 1,252 multi-step funnels we have measured. Among the 151 ecommerce funnels in that group, above 42%.
How this was measured
Coverage is detection coverage, not a verdict — it counts the conversion tactics we could prove are present, out of the 13 that apply to an ecommerce funnel. Per device: desktop 10 · mobile 15.
What we recorded
The funnel, frame by frame
3 steps walkedsee their whole funnel without clicking through it. scored step by step
measuredextracted directly from the live page. a fact, not an opinionIn their own words
35 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
Allbirds: Comfortable, Sustainable Shoes & Apparel
- Meta description
Allbirds: The world’s most comfortable shoes, flats, and clothing made with natural materials like merino wool and eucalyptus. FREE shipping & returns.
- Headline
Wildly Comfortable. Super Natural.
- Section headings
Table of Contents
CART (0)
Added to Cart
NEW ARRIVALS
MENS
WOMENS
BEST SELLERS
Summer Travel Essentials
+8 more, not shown- Buttons and links
MEN
WOMEN
SALE
0
SHOP WOMENS
SHOP MENS
SHOP SOCKS
SHOP WOMEN'S SALE
SHOP MEN'S SALE
SHOP MEN
+2 more, not shown- Prices on the page
$100
$105
$75
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 opinionOffer clarity1 of 4
Offers free shipping
free shipping
Friction reduction1 of 3
Offers free shipping
free shipping
What we didn’t find
12 of 13 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 see12 of 13 applicable
FAQ / objection handling
1175 of 1777 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
On-page review wall
89 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
9 run · 3 flaggedcontrast, mobile, typography, accessibility, weight — each with what would fix it
measuredextracted directly from the live page. a fact, not an opinionReadability & contrast1 flagged
Text contrast (WCAG AA) needs workcontrast:text-contrast-wcag-aa
91% of measurable text passes WCAG AA. 4+ runs fail.
worst: “Sign Up” at 1:1 (12px, #212121 on #212121). needs 4.5:1
fix Raise text/background contrast to ≥4.5:1 (≥3:1 for large text), especially on CTAs and body copy.
Mobile & tap targets1 flagged
Mobile viewport passesmobile:mobile-viewport
Responsive viewport meta is present.
Tap-target size (mobile) needs workmobile:tap-target-size-mobile
117 of 186 interactive targets are under 44×44px on mobile.
smallest: “(unnamed)” at 24×24px
fix Give tappable controls a ≥44×44px hit area. the touch minimum.
Typography1 flagged
Body text size needs worktype:body-text-size
Line length notetype:line-length
4 paragraphs run past ~95 characters per line.
fix Cap measure at ~60-75ch for comfortable reading.
Accessibility hygiene1 flagged
Language declared passesa11y:language-declared
html[lang] is set for screen readers.
Image alt text passesa11y:image-alt-text
All 78 content images carry alt text.
Form labels notea11y:form-labels
4 form fields rely on placeholder text as the only label.
fix Back placeholders with a real <label>. placeholder text vanishes on input.
Named controls needs worka11y:named-controls
6 buttons/links have no accessible name (icon-only, no aria-label).
fix Add aria-label to icon-only buttons and links.
Heading structure notea11y:heading-structure
The landing page has 2 <h1> elements (expected 1).
fix Use exactly one <h1> as the page’s title.
This funnel: 91% of text passes AA · top corpus funnels average 93%.
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#3a6ea5
accent#3a6ea5
bg#ffffff
surface#e0dacf
text#000000
See the roles applied
accent
Body copy in their text role, on a surface card.
the roles, doing their job
The quick brown fox40px
Jumps over the lazy dog24px
A subheading in their voice20px
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
9pxAa
12pxAa
14pxAa
16pxAa
20pxAa
24pxAa
40pxAa
WEIGHTS
Aa400
Aa500
Aa700
FAMILIES
Geograph
rendered in their own type system · webfont not loaded. system fallback if uninstalled
We also looked for Playbook match, and found none on this funnel.
X-ray a funnel
