Body text size
type:Smallest sampled text is 11px, below the 13px floor this check uses.
FixKeep body copy ≥15-16px; reserve sub-13px for fine print only.
01
Homepage / Lander
3 tactics
$100 +2 more · 1 proof point
ecommerce · Sep 17, 2026
allbirds.com
We found more conversion tactics here than on 38% of the 211 multi-step e-commerce funnels we have measured.
1 conversion tactic detected
3 pages walked · measured by Roentgen 1.27.0
How this was measured
Measured by Roentgen 1.27.0 on 2026-09-17. A capture is read once and its measurements freeze there, so the stamp says which ruleset read this one.
This 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. A low count means we did not detect those patterns, not that the funnel is weak.
Against all 1,781 multi-step funnels, more conversion tactics than 20% of them.
The short version, in 5 parts
-
Proven on the page
1 conversion tactic detected, each backed by text on the page
- Offers free shipping
free shipping
-
Not seen
14 of 15 applicable tactics we checked for and did not see
- FAQ / objection handling
- An accordion / FAQ block answering objections.
- Press / "as seen in"
- Media logos or an "as seen in / featured in" claim borrowing publication credib…
- Us-vs-them comparison
- A comparison table framing the brand against alternatives.
+ 11 more
-
Flagged
5 of 14 build checks flagged, each with a fix
- Text contrast (WCAG AA)
- 91% of measurable text passes WCAG AA. 4+ runs fail.
- Body text size
- Smallest sampled text is 11px, below the 13px floor this check uses.
- Named controls
- 6 buttons/links have no accessible name (icon-only, no aria-label).
+ 2 more
-
Walked
3 pages walked, Homepage / Lander to Search
- Step 1
- Homepage / Lander
- Step 2
- Best For Traveling Mens
- Step 3
- Search
-
In their words
The headline:
Wildly Comfortable. Super Natural.
- Promise
Allbirds: The world’s most comfortable shoes, flats, and clothing made with natural materials like merino woo…
- Prices shown
- $100 · $105 · $75
What we recorded
The funnel, frame by frame
3 steps walkedIn their own words
34 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
CART (0)
Added to Cart
NEW ARRIVALS
MENS
WOMENS
BEST SELLERS
Summer Travel Essentials
New Arrivals
+6 more, not shown- Buttons and links
MEN
WOMEN
0
SHOP WOMENS
SHOP MENS
SHOP SOCKS
SHOP WOMEN'S SALE
SHOP MEN'S SALE
SHOP MEN
SHOP WOMEN
+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 opinionoffer1 of 4
Offers free shipping
free shipping
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
FAQ / objection handling
1,615 of the 2,420 funnels we checked
Press / "as seen in"
642 of the 2,417 funnels we checked
Us-vs-them comparison
441 of the 2,420 funnels we checked
Proof above the fold
381 of the 2,420 funnels we checked
Scarcity / urgency copy
125 of the 2,417 funnels we checked
Anchor / strikethrough pricing
116 of the 238 ecommerce funnels we checked
On-page review wall
95 of the 238 ecommerce funnels we checked
Express wallets
41 of the 238 ecommerce funnels we checked
Money-back guarantee
33 of the 238 ecommerce funnels we checked
Proof at every step
26 of the 238 ecommerce funnels we checked
Countdown / urgency timer
18 of the 238 ecommerce funnels we checked
Per-unit price anchor
11 of the 238 ecommerce funnels we checked
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
14 run · 5 flaggedcontrast, mobile, typography, accessibility, weight — each with what would fix it
measuredextracted directly from the live page. a fact, not an opinion5 of 14 measured checks need work
Text contrast (WCAG AA)
contrast:91% of measurable text passes WCAG AA. 4+ runs fail.
worst: “Sign Up” at 1:1 (12px, #212121 on #212121). needs 4.5:1
FixRaise text/background contrast to ≥4.5:1 (≥3:1 for large text), especially on CTAs and body copy.
Named controls
a11y:6 buttons/links have no accessible name (icon-only, no aria-label).
FixAdd aria-label to icon-only buttons and links.
Page weight
weight:At least 6.1 MB across 438 measurable resources. 703 cross-origin resources did not expose a size, so the real total is higher.
FixCompress and lazy-load below-the-fold media; drop unused third-party scripts.
Oversized images
weight:52 images are shipped at more than 2x the width shown.
“A12622_26Q1_Runner-NZ-Slip-On-Mushroom-M” is 1024px wide, displayed at 390px
FixServe responsive sizes (srcset/sizes) matching the rendered width.
Worth knowing5
Line length
4 paragraphs run past ~95 characters per line.
FixCap measure at ~60-75ch for comfortable reading.
type:Form labels
4 form fields rely on placeholder text as the only label.
FixBack placeholders with a real <label>. placeholder text vanishes on input.
a11y:Skip link
No same-page “skip to content” link was found. Keyboard users tab through the whole nav on every page.
FixAdd a first-in-DOM <a href="#main"> that is visible on focus.
a11y:Render-blocking resources
5 stylesheets/scripts in <head> block first paint.
FixDefer non-critical JS (defer/async) and inline only critical CSS.
weight:Autocomplete hints
No autocomplete attributes across 4 fields. browsers cannot autofill.
FixAdd autocomplete="email"/"tel"/"name" to identity fields.
forms:Clear4
Mobile viewport · Language declared · Image alt text · Inline validation
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
Measured, found none
2 of 8 layerslayers we ran on this funnel that came back empty
measuredextracted directly from the live page. a fact, not an opinionElements — the atomic pieces — price anchors, ratings, guarantees — with their verbatim on-page text
Playbook match — which funnel play this page runs — measured, evidence-quoted
We ran these passes on the pages we captured and found nothing to show. That is a measurement of this funnel, not a recommendation — and it is a different statement from a layer we never ran, which does not appear here at all.
