their above-the-fold, as captured

UXXRAY · Teardown dossier ◉ scanned Jul 17, 2026

brooklinen.com

Name: brooklinen.com funnel teardown
Creator: UXXRAY

ecommerce · desktop

Biggest quick win

Smallest body text is 12px (base ~36px). below the ~16px readable floor. Keep body copy ≥15-16px; reserve sub-13px for fine print only.

40 /100

Thin ★★☆☆☆ 6 measured categories

Score breakdown

Offer clarity 10/18
Action path 7/13
Trust & proof 6/17
Friction reduction 10/15
Value reinforcement 0/15
Risk reversal & urgency 0/10

The funnel, frame by frame

see their whole funnel without clicking through it. scored step by stepmeasured

Homepage / Lander

▲ strongest

7 tactics

$100 +13 more · 30% off · 2 proof points

Sticky CTAReviewsFree giftTrust badgesFree shippingLogo wallUsage proof

Collections

6 tactics

$100 +24 more · 30% off · 3 proof points

Sticky CTAReviewsFree giftFree shippingLogo wallUsage proof

Products

6 tactics

$100 +24 more · 30% off · 2 proof points

Sticky CTAReviewsFree giftFAQFree shippingLogo wall

Pages

▼ thinnest

5 tactics

$100 +1 more · 30% off · 2 proof points

Sticky CTAReviewsFree giftFree shippingLogo wall

Offer

how clearly they present the deal and its valuemeasured

10/18partialpoints earned

Anchor / strikethrough pricing$179 / $437 / $168 / $378 / $258 / $109 / 30% off$179 / $168 / $189 / $437 / $258 / $218 / 30% off$179 / $29 / $139 / $159 / $169 / $69 / 30% off30% off
Free shippingfree shipping

Not detected: per-unit price anchor and subscription / auto-ship.

Action

the path to convert. CTA, sign-up, checkoutmeasured

7/13partialpoints earned

Proof above the fold

Not detected: express wallets.

Trust

proof, social proof, and credibilitymeasured

6/17partialpoints earned

On-page review wallreview widget

Not detected: proof at every step and money-back guarantee.

Friction

objections answered, barriers removedmeasured

10/15highpoints earned

FAQ / objection handling
Free shippingfree shipping

Not detected: express wallets.

Value

why it’s worth it. comparison and reinforcementmeasured

0/15nonepoints earned

No signals detected for this category on the captured funnel.

Not detected: us-vs-them comparison, stacked free gifts, and per-unit price anchor.

Risk & Urgency

risk reversal and reasons to act nowmeasured

0/10nonepoints earned

No signals detected for this category on the captured funnel.

Not detected: money-back guarantee and countdown / urgency timer.

UX signals

measured UX quality. contrast · mobile · type · a11y · layoutmeasured

Leaky

3 flags · 8 checks

Measured UX quality. flags, not opinions. Deterministic, evidence-backed, and kept separate from the conversion score.

Readability & contrast

WCAG AA on measurable text. worst offenders quoted, never a fail we can’t compute.

GOODText contrast (WCAG AA)

99% of measurable text passes WCAG AA.

Mobile & tap targets

Responsive viewport + touch-target sizes where it matters.

GOODMobile viewport

Responsive viewport meta is present.

Typography

Body size, line-height, line length. is the pitch actually readable?

NEEDS WORKBody text size

Smallest body text is 12px (base ~36px). below the ~16px readable floor.

Keep body copy ≥15-16px; reserve sub-13px for fine print only.

NEEDS WORKLine height

Body line-height is 1.15×. tight enough to hurt readability.

Set body line-height to ~1.4-1.6×.

Accessibility hygiene

Language, alt text, form labels, named controls, headings, link clarity.

GOODLanguage declared

html[lang] is set for screen readers.

GOODImage alt text

All 187 content images carry alt text.

NEEDS WORKNamed controls

4 buttons/links have no accessible name (icon-only, no aria-label).

Add aria-label to icon-only buttons and links.

NOTELink text

8 links use generic text (“click here” / “learn more”).

Make link text describe its destination out of context.

Playbook match

which funnel play this page runs — measured, evidence-quotedderived

MATCH Playbook #1 — Pre-Sold Funnel

Lander matches the Pre-Sold Funnel's confirmation-lander pattern (4 of 5 measurable groups present)

proof mass home: review widgetrisk removal p3: Why You'll Love It Everyone knows our bedding’s the coolest, but did you know we just got offer framing home: $179 / $437 / $168 / $378 / $258 / $109 / 30% offproof above the fold p2: proof in first viewport

A match means this funnel's measurable surfaces fit the playbook's pattern — the quoted language is what fired the detection. A lever is one playbook mechanism observed on-page. We never claim what a brand's ads or emails do; a crawl can't see them. All funnel designs →

Next move

Now line it up against a competitor.

Paste any URL. We’ll run the same scan, the same rubric, and put the two funnels side by side. category by category, all measured.

Live scan · 15-25 sec · same rubric · nothing is guessed

Brand kit

palette by on-page usage · type rendered livemeasured

full palette ordered by on-page usage %

primary#283455

accent#283455

bg#fdfaf8

surface#f9f3ed

text#283455

accent

Body copy in their text role, on a surface card.

the roles, doing their job

The quick brown fox60px

Jumps over the lazy dog45px

A subheading in their voice36px

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

Teardown report. copy for your LLM

the full evidence-based read: what this funnel does well, where it is thin, and the on-page proof for each. paste into any agent to learn from

brooklinen.com · 5/13 tactics · 3 proof templates · evidence-backed

# Agent Brief. build in the style of brooklinen.com

> Machine-extracted from a live on-demand funnel teardown (2026-07-17). 100% facts —
> measured tokens, detected patterns, harvested proof strings. No LLM interpretation.
> Single-page capture (MVP): homepage/landing page only, no funnel walk.
> Tokens: `tokens.json` / `tailwind.css`.

**Category (label):** —
**Funnel:** Homepage / Lander → Collections → Products → Pages

## Palette (area-weighted from live CSS)
| Hex | Usage | Likely role |
|-----|------:|-------------|
| `#283455` | 50.3% | support |
| `#fdfaf8` | 24.2% | background |
| `#f9f3ed` | 9.7% | background |
| `#f2f2f2` | 9.2% | background |
| `#dde3ec` | 5.2% | background |
| `#ffffff` | 1.3% | background |
| `#eff0ed` | 0.1% | background |
| `#d5dade` | 0% | support |

Curated roles: `primary=#283455` · `accent=#283455` · `bg=#fdfaf8` · `surface=#f9f3ed` · `text=#283455`

## Type
- Display: `Times New Roman`
- Body: `ToledoTS-Bold`
- Size scale (px): 8, 12, 13, 14, 16, 18, 20, 24, 30, 36, 45, 60
- Radius (px): 2, 4, 6, 10, 16, 20

## Patterns detected (fact-based). 5/13
- **Anchor / strikethrough pricing**. A struck-through original price or an "X% off" claim. _(home: $179 / $437 / $168 / $378 / $258 / $109 / 30% off; p2: $179 / $168 / $189 / $437 / $258 / $218 / 30% off; p3: $179 / $29 / $139 / $159 / $169 / $69 / 30% off)_
- **On-page review wall**. An embedded wall of customer reviews. _(home: review widget; p2: review widget; p3: review widget)_
- **Free shipping**. Free shipping / delivery surfaced in the funnel. _(home: free shipping; p2: free shipping; p3: free shipping)_
- **FAQ / objection handling**. An accordion / FAQ block answering objections. _(p3: Why You'll Love It Everyone knows our bedding’s the coolest, but did you know we just got )_
- **Proof above the fold**. Social proof rendered within the first viewport on at least one step. _(p2: proof in first viewport)_

## Proof language (harvested strings → templates)
- `Free shipping`. e.g. "Free shipping"
- `{N}% off`. e.g. "30% off"
- `{N}+ 5-Star Reviews`. e.g. "150,000+ 5-Star Reviews"

## Funnel facts
- Depth reached: 4 step(s) (single-page MVP capture)
- Proof points: 3 across 4 step(s)
- Discount/anchor pricing: yes · Countdown: no · Subscription: no

## To replicate
Match the palette + type tokens above and deploy the detected patterns. This is a single-page capture. no cart/checkout tactics were evaluated.