Body text size
type:Smallest body text is 7px (base ~13px). below the ~16px readable floor.
FixKeep body copy ≥15-16px; reserve sub-13px for fine print only.
01
Homepage / Lander
2 tactics
$95 +4 more
ecommerce · Aug 3, 2026
bellroy.com
15/100 Sparse
Scores higher than 7% of 1,391 multi-step funnels we have measured. Among the 157 ecommerce funnels in that group, higher than 19%.
How this was measured
Measured by Roentgen 1.18 on 2026-08-03. A capture is read once and its measurements freeze there, so the stamp says which ruleset read this one.
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. Per device: desktop 15 · mobile 15.
Walk 161 links on the entry page, 147 walkable. 2 matched a funnel step; we captured 3 pages in all, this one included.
What we recorded
Progress
4 scans
this funnel’s coverage score across measured re-scans
measuredextracted directly from the live page. a fact, not an opinion
1 more tactic detected
1 → 2 across 4 scans since 2026-07-20. The ruleset changed in this window, so part of this may be our detection improving rather than the page changing.
- 1 tactic 2026-07-20
- 2 tactics 2026-07-30
- 2 tactics 2026-08-02
- 2 tactics 2026-08-03
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
Bellroy | Considered Carry Goods: Wallets, Bags, Phone Cases & More
- Meta description
Bellroy puts its heart, soul and countless design hours into helping the world carry with simplicity and ease. Every piece has been deeply considered, for the best of life's little moments.
- Headline
Sign up for exclusive early access to the Outlet!
- Section headings
CARRY SMART. MOVE FREE. GO FAR.
FIND A SETUP FOR ANY TRIP
WE’VE GOT YOUR BACK
Trending now
Hide & SeekRFID safe
Apex Slim SleeveRFID safe
Lite Travel Pack 30L
Carryology Essentials Sling
+7 more, not shown- Buttons and links
New Outlet deals are coming! SIGN UP FOR EARLY ACCESS >
Featured
Tech
Travel
Work
About Us
SUBMIT
SHOP TRAVEL
SHOP BACKPACKS
SHOP ALL BACKPACKS
+2 more, not shown- Prices on the page
$95
$135
$199
$189
$229
Elements
1 harvested
the atomic pieces — price anchors, ratings, guarantees — with their verbatim on-page text
measuredextracted directly from the live page. a fact, not an opinion
What we found
2 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 opinionOffer clarity2 of 4
Anchors the price against a higher original
$95 / $85 / $79 / $65 / $139 / $269
Offers free shipping
Free shipping
Friction reduction1 of 3
Offers free shipping
also shown under Offer clarity
What we didn’t find
13 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 see13 of 15 applicable
FAQ / objection handling
1,302 of the 1,968 funnels we checked
Press / "as seen in"
508 of the 1,960 funnels we checked
Us-vs-them comparison
332 of the 1,968 funnels we checked
Proof above the fold
314 of the 1,968 funnels we checked
Scarcity / urgency copy
101 of the 1,960 funnels we checked
On-page review wall
91 of the 185 ecommerce funnels we checked
Express wallets
31 of the 185 ecommerce funnels we checked
Money-back guarantee
31 of the 185 ecommerce funnels we checked
Proof at every step
27 of the 185 ecommerce funnels we checked
Countdown / urgency timer
15 of the 185 ecommerce funnels we checked
Per-unit price anchor
9 of the 185 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
19 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 18 measured checks need work1 could not be measured — not counted either way
Text contrast (WCAG AA)
contrast:91% of measurable text passes WCAG AA. 4+ runs fail.
worst: “Tech” at 1:1 (21px, #ffffff on #ffffff). needs 3:1
FixRaise text/background contrast to ≥4.5:1 (≥3:1 for large text), especially on CTAs and body copy.
Named controls
a11y:13 buttons/links have no accessible name (icon-only, no aria-label).
FixAdd aria-label to icon-only buttons and links.
Horizontal overflow
layout:The page scrolls ~70px horizontally at 1440px wide. content spills past the viewport.
FixFind the overflowing element (fixed widths, unwrapped rows) and constrain it to 100%.
Oversized images
weight:15 images are shipped at more than 2x the width shown.
“isolated-asset-business-prop-grid-bottle” is 1440px wide, displayed at 400px
FixServe responsive sizes (srcset/sizes) matching the rendered width.
Tap-target size (mobile)
mobile:382 of 459 interactive targets are under 44×44px on mobile.
smallest: “Newsletter signup” at 28×28px
FixGive tappable controls a ≥44×44px hit area. the touch minimum.
Worth knowing8
Line length
4 paragraphs run past ~95 characters per line.
FixCap measure at ~60-75ch for comfortable reading.
type:Heading structure
The landing page has no <h1>.
FixUse exactly one <h1> as the page’s title.
a11y:Heading levels
3 headings skip a level (e.g. <h2> followed by <h4>). Screen-reader users navigate by this outline.
FixStep heading levels one at a time; use CSS for size, not a deeper level.
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
4 stylesheets/scripts in <head> block first paint.
FixDefer non-critical JS (defer/async) and inline only critical CSS.
weight:Landmark regions
No <main> landmark. screen-reader users cannot jump between regions.
FixWrap the page in <header>, <main> and <footer> (or matching ARIA roles).
structure:Keyboard reachability
54 elements look clickable but cannot be reached by keyboard.
FixUse <button>/<a>, or add role + tabindex="0" and a key handler.
structure:Autocomplete hints
No autocomplete attributes across 4 fields. browsers cannot autofill.
FixAdd autocomplete="email"/"tel"/"name" to identity fields.
forms:Not measurable1
Page weight
At least 4.9 MB across 197 measurable resources, but 258 cross-origin resources did not expose a size. The true weight cannot be determined from the page.
weight:Clear4
Mobile viewport · Language declared · Image alt text · Inline validation
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#f7f7f7
accent#f7f7f7
bg#f7f7f7
surface#dbdbdb
text#333333
See the roles applied
accent
Body copy in their text role, on a surface card.
the roles, doing their job
The quick brown fox70px
Jumps over the lazy dog49px
A subheading in their voice32px
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
7pxAa
9pxAa
11pxAa
12pxAa
13pxAa
16pxAa
18pxAa
21pxAa
25pxAa
32pxAa
49pxAa
70pxAa
WEIGHTS
Aa300
Aa400
Aa700
Aa800
Aa900
FAMILIES
GTUltra
rendered in their own type system · webfont not loaded. system fallback if uninstalled
Measured, found none
1 of 9 layerslayers we ran on this funnel that came back empty
measuredextracted directly from the live page. a fact, not an opinionPlaybook match — which funnel play this page runs — measured, evidence-quoted
We ran this pass 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.
X-ray a funnel
