Body text size
type:Smallest sampled text is 12px, below the 13px floor this check uses.
FixKeep body copy ≥15-16px; reserve sub-13px for fine print only.
01
Homepage / Lander
▼ thinnest
2 tactics
$150 · subscription
saas · Sep 17, 2026
apple.com
We found more conversion tactics here than on 58% of the 211 multi-step e-commerce funnels we have measured.
4 conversion tactics 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 11 that apply to a saas 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 34% of them.
The short version, in 5 parts
-
Proven on the page
4 conversion tactics detected, each backed by text on the page
- Offers a free trial or free tier
free trial
- Shows customer logos or a trusted-by claim
logo wall (4 distinct marks)
- Makes the pricing ladder explicit
$49.95/mo, $34.99/mo, $83.29/mo, $57.99/mo
+ 1 more with evidence
-
Not seen
7 of 11 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…
- Demo / docs entry
- A "book a demo" or documentation / API entry point.
+ 4 more
-
Flagged
6 of 15 build checks flagged, each with a fix
- Body text size
- Smallest sampled text is 12px, below the 13px floor this check uses.
- Line height
- Body line-height is 1.14×, tight enough to hurt readability.
- Named controls
- 15 buttons/links have no accessible name (icon-only, no aria-label).
+ 3 more
-
Walked
3 pages walked, Homepage / Lander to Mac
- Step 1
- Homepage / Lander
- Step 2
- Store
- Step 3
- Mac
What we recorded
The funnel, frame by frame
3 steps walkedIn their own words
28 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
Apple
- Headline
Apple
- Section headings
iPhone 18 Pro
iPhone Duo
Apple Watch Series 12
Endless entertainment.
Apple Footer
Apple Watch Ultra 4
AirPods 5
Apple iCloud plus
+5 more, not shown- Buttons and links
0 +
Learn more
Pre-order
View pricing
Buy
Apply now
Stream now
F1 on Apple TV
MLS on Apple TV
See the schedule
+2 more, not shown- Prices on the page
$150
What we found
4 tacticsconversion tactics we could prove are present, with the on-page text that evidences each
measuredextracted directly from the live page. a fact, not an opinionproof1 of 4
Shows customer logos or a trusted-by claim
logo wall (4 distinct marks)
offer2 of 2
Offers a free trial or free tier
free trial
Makes the pricing ladder explicit
$49.95/mo, $34.99/mo, $83.29/mo, $57.99/mo
urgency1 of 1
Signals scarcity without a live clock
limited time
What we didn’t find
7 of 11 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 see7 of 11 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
Demo / docs entry
575 of the 1,683 funnels we checked
Us-vs-them comparison
441 of the 2,420 funnels we checked
Lead-capture form
437 of the 1,683 funnels we checked
Proof above the fold
381 of the 2,420 funnels we checked
Usage / adoption proof
289 of the 2,043 funnels we checked
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
15 run · 6 flaggedcontrast, mobile, typography, accessibility, weight — each with what would fix it
measuredextracted directly from the live page. a fact, not an opinion6 of 15 measured checks need work
Line height
type:Body line-height is 1.14×, tight enough to hurt readability.
FixSet body line-height to ~1.4-1.6×.
Named controls
a11y:15 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 7.9 MB across 227 measurable resources. 141 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.
Render-blocking resources
weight:31 stylesheets/scripts in <head> block first paint.
FixDefer non-critical JS (defer/async) and inline only critical CSS.
Oversized images
weight:57 images are shipped at more than 2x the width shown.
“store-card-13-mac-nav-202603?wid=400&hei” is 400px wide, displayed at 120px
FixServe responsive sizes (srcset/sizes) matching the rendered width.
Worth knowing5
Line length
54 paragraphs run past ~95 characters per line.
FixCap measure at ~60-75ch for comfortable reading.
type:Link text
23 links use generic text (“click here” / “learn more”).
FixMake link text describe its destination out of context.
a11y:Label in name
15 controls have an aria-label that does not contain its visible text, so voice-control users cannot activate it by saying what they see.
FixMake the accessible name start with the visible label text.
a11y:Landmark regions
No <header> landmark. screen-reader users cannot jump between regions.
FixWrap the page in <header>, <main> and <footer> (or matching ARIA roles).
structure:Keyboard reachability
202 elements look clickable but cannot be reached by keyboard.
FixUse <button>/<a>, or add role + tabindex="0" and a key handler.
structure:Clear4
Text contrast (WCAG AA) · Mobile viewport · Language declared · Image alt text
This funnel: 100% 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 %
accent#f5f5f7
bg#ffffff
surface#f5f5f7
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 fox56px
Jumps over the lazy dog40px
A subheading in their voice28px
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
12pxAa
14pxAa
17pxAa
19pxAa
21pxAa
28pxAa
40pxAa
56pxAa
WEIGHTS
Aa400
Aa600
Aa700
FAMILIES
SF Pro Text · SF Pro Display
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.
