Body text size
type:Smallest sampled text is 7px, below the 13px floor this check uses.
FixKeep body copy ≥15-16px; reserve sub-13px for fine print only.
01
Homepage / Lander
▼ thinnest
1 tactic
ecommerce · Sep 26, 2026
bellroy.com
We found more conversion tactics here than on 10% of the 223 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 2026-09-26. 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 1,864 multi-step funnels, more conversion tactics than 3% of them.
Walk 155 links on the entry page, 140 walkable. 2 matched a funnel step; we captured 3 pages in all, this one included.
The short version, in 5 parts
-
Proven on the page
1 conversion tactic detected, each backed by text on the page
- Anchors the price against a higher original
$95 / $79 / $85 / $139 / $65 / $39
-
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
4 of 19 build checks flagged, each with a fix
- Body text size
- Smallest sampled text is 7px, below the 13px floor this check uses.
- Named controls
- 13 buttons/links have no accessible name (icon-only, no aria-label).
- Horizontal overflow
- The page scrolls ~70px horizontally at 1440px wide. content spills past the viewport.
+ 1 more
-
Walked
3 pages walked, Homepage / Lander to Products
- Step 1
- Homepage / Lander
- Step 2
- Collection
- Step 3
- Products
-
In their words
What the entry page says about itself
- Promise
Bellroy puts its heart, soul and countless design hours into helping the world carry with simplicity and ease…
What we recorded
Progress
5 scans
this funnel’s coverage score across measured re-scans
measuredextracted directly from the live page. a fact, not an opinion
Unchanged across 5 scans
Same 1 conversion tactic detected since 2026-07-20.
- 1 tactic 2026-07-20
- 2 tactics 2026-07-30
- 2 tactics 2026-08-02
- 2 tactics 2026-08-03
- 1 tactic 2026-09-26
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
30 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 new releases and subscriber exclusives
- Section headings
FOR ALL THE WAYS YOU MOVE.
CARRY SMART. MOVE FREE. GO FAR.
WE’VE GOT YOUR BACK
Trending now
We’re committed to moving you through the world with confidence. So wherever you are, we’ll gear you up for...
As a certified B Corporation, we use business as a force for good. Learn more about us and our purpose.
Gear to suit your style
New cases for iPhone 18
+7 more, not shown- Buttons and links
Featured
Tech
Travel
Work
About Us
SUBMIT
SHOP TECH
SHOP BACKPACKS
SHOP ALL BACKPACKS
SHOP ALL COLLECTIONS
+2 more, not shown
Sections
4 identified
structural bands identified on this funnel, cropped from its own capture
measuredextracted directly from the live page. a fact, not an opinion
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
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
Anchors the price against a higher original
$95 / $79 / $85 / $139 / $65 / $39
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
1,696 of the 2,525 funnels we checked
Press / "as seen in"
673 of the 2,522 funnels we checked
Us-vs-them comparison
467 of the 2,525 funnels we checked
Proof above the fold
406 of the 2,525 funnels we checked
Scarcity / urgency copy
131 of the 2,522 funnels we checked
On-page review wall
101 of the 251 ecommerce funnels we checked
Free shipping
81 of the 251 ecommerce funnels we checked
Express wallets
46 of the 251 ecommerce funnels we checked
Money-back guarantee
33 of the 251 ecommerce funnels we checked
Proof at every step
28 of the 251 ecommerce funnels we checked
Countdown / urgency timer
24 of the 251 ecommerce funnels we checked
Per-unit price anchor
12 of the 251 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 · 4 flaggedcontrast, mobile, typography, accessibility, weight — each with what would fix it
measuredextracted directly from the live page. a fact, not an opinion4 of 18 measured checks need work1 could not be measured — not counted either way
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%.
Tap-target size (mobile)
mobile:434 of 505 interactive targets are under 44×44px on mobile.
smallest: “Newsletter signup” at 28×24px
FixGive tappable controls a ≥44×44px hit area. the touch minimum.
Worth knowing9
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:Oversized images
2 images are shipped at more than 2x the width shown.
FixServe responsive sizes (srcset/sizes) matching the rendered width.
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
64 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 0.8 MB across 180 measurable resources, but 280 cross-origin resources did not expose a size. The true weight cannot be determined from the page.
weight:Clear5
Text contrast (WCAG AA) · 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 %
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 10 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.
