Smallest body text is 10px (base ~28px). below the ~16px readable floor.
fix Keep body copy ≥15-16px; reserve sub-13px for fine print only.
01
Homepage / Lander
▼ thinnest
2 tactics
$195 +1 more · subscription
ecommerce · Jul 11, 2026
apple.com
10/100 Sparse
Scores above 9% of 1,252 multi-step funnels we have measured. Among the 151 ecommerce funnels in that group, above 33%.
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 10.
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
29 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
MacBook Air
iPad Air
Endless entertainment.
Apple Footer
MacBook Pro
AirPods Pro 3
Apple Watch Series 11
+5 more, not shown- Buttons and links
0 +
Learn more
Shop iPhone
Buy
Get your estimate
Apply now
Stream now
F1 on Apple TV
MLS on Apple TV
See the schedule
+2 more, not shown- Prices on the page
$195
$695
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 delivery
Friction reduction1 of 3
Offers free shipping
free delivery
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 & contrastclear
Text contrast (WCAG AA) passescontrast:text-contrast-wcag-aa
100% of measurable text passes WCAG AA.
Mobile & tap targets1 flagged
Mobile viewport passesmobile:mobile-viewport
Responsive viewport meta is present.
Tap-target size (mobile) needs workmobile:tap-target-size-mobile
240 of 352 interactive targets are under 44×44px on mobile.
smallest: “*” at 6×16px
fix Give tappable controls a ≥44×44px hit area. the touch minimum.
Typography2 flagged
Body text size needs worktype:body-text-size
Line height needs worktype:line-height
Body line-height is 1.14×. tight enough to hurt readability.
fix Set body line-height to ~1.4-1.6×.
Line length notetype:line-length
43 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 117 content images carry alt text.
Named controls needs worka11y:named-controls
14 buttons/links have no accessible name (icon-only, no aria-label).
fix Add aria-label to icon-only buttons and links.
Link text notea11y:link-text
19 links use generic text (“click here” / “learn more”).
fix Make link text describe its destination out of context.
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 %
primary#f5f5f7
accent#f5f5f7
bg#f5f5f7
surface#ffffff
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
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
We also looked for Playbook match, and found none on this funnel.
X-ray a funnel
