Body text size
type:Smallest sampled text is 9px, below the 13px floor this check uses.
FixKeep body copy ≥15-16px; reserve sub-13px for fine print only.
01
Homepage / Lander
4 tactics
$90 +5 more · 1 proof point
ecommerce · Oct 16, 2026
brumate.com
We found more conversion tactics here than on 56% of the 225 multi-step e-commerce funnels we have measured.
4 conversion tactics detected
3 pages walked · measured by Roentgen 1.30.0
How this was measured
Measured by Roentgen 1.30.0 on 2026-10-16. 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 1,885 multi-step funnels, more conversion tactics than 34% of them.
Walk 278 links on the entry page, 255 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
4 conversion tactics detected, each backed by text on the page
- Displays a wall of customer reviews
4 review elements
- Offers free shipping
Free shipping
- Answers buyer objections
Rise Series FAQ
+ 1 more with evidence
-
Not seen
11 of 15 applicable tactics we checked for and did not see
- 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.
- Scarcity / urgency copy
- Scarcity or time-pressure copy ("only N left", "selling fast", "limited time")…
+ 8 more
-
Flagged
8 of 18 build checks flagged, each with a fix
- Text contrast (WCAG AA)
- 86% of measurable text passes WCAG AA. 4+ runs fail.
- Body text size
- Smallest sampled text is 9px, below the 13px floor this check uses.
- Form labels
- 1 of 5 form fields have no label (+3 rely on placeholder only).
+ 5 more
-
Walked
3 pages walked, Homepage / Lander to Products
- Step 1
- Homepage / Lander
- Step 2
- Collections
- Step 3
- Products
-
In their words
The headline:
The Autumn Edit
- Promise
Shop BrüMate's award-winning insulated tumblers, leakproof drinkware, insulated coolers, and hydration packs.…
- Prices shown
- $90 · $40.99 · $37.99
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 4 conversion tactics detected since 2026-07-30.
- 4 tactics 2026-07-30
- 4 tactics 2026-08-02
- 4 tactics 2026-08-03
- 3 tactics 2026-09-12
- 4 tactics 2026-10-16
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
37 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
BrüMate | Premium Insulated Tumblers, Drinkware, Coolers & Hydration Packs
- Meta description
Shop BrüMate's award-winning insulated tumblers, leakproof drinkware, insulated coolers, and hydration packs. Built for your every day and every adventu...
- Headline
The Autumn Edit
- Section headings
Holidays In The Bag
Shop By Category
Capsule Collections
Gifts For Her
Rise 25oz
Nav 25oz
Era Flip 20oz
Era Flip 40oz
+1 more, not shown- Buttons and links
Enable Accessibility
(2424)
Add To Bag
(3718)
(63)
(3521)
(2407)
(3000)
United States (USD $)
Sign Up
+2 more, not shown- Prices on the page
$90
$40.99
$37.99
$50.99
$45.99
$48.99
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
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 opinionproof2 of 5
Displays a wall of customer reviews
4 review elements
Puts proof in the first viewport
$40.99 | (2424) 2,334 5-Star Reviews
offer1 of 4
Offers free shipping
Free shipping
objection1 of 2
Answers buyer objections
Rise Series FAQ
What we didn’t find
11 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 see11 of 15 applicable
Press / "as seen in"
673 of the 2,548 funnels we checked
Us-vs-them comparison
476 of the 2,551 funnels we checked
Scarcity / urgency copy
132 of the 2,548 funnels we checked
Anchor / strikethrough pricing
127 of the 255 ecommerce funnels we checked
Express wallets
48 of the 255 ecommerce funnels we checked
Money-back guarantee
33 of the 255 ecommerce funnels we checked
Proof at every step
27 of the 255 ecommerce funnels we checked
Countdown / urgency timer
24 of the 255 ecommerce funnels we checked
Per-unit price anchor
12 of the 255 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
18 run · 8 flaggedcontrast, mobile, typography, accessibility, weight — each with what would fix it
measuredextracted directly from the live page. a fact, not an opinion8 of 18 measured checks need work
Text contrast (WCAG AA)
contrast:86% of measurable text passes WCAG AA. 4+ runs fail.
worst: “Choose Your Thirst Level” at 1:1 (40px, #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.
Form labels
a11y:1 of 5 form fields have no label (+3 rely on placeholder only).
FixGive every input a <label> or aria-label; placeholders are not labels.
Named controls
a11y:1 button/link has no accessible name (icon-only, no aria-label).
FixAdd aria-label to icon-only buttons and links.
Page weight
weight:At least 8.0 MB across 800 measurable resources. 857 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:75 stylesheets/scripts in <head> block first paint.
FixDefer non-critical JS (defer/async) and inline only critical CSS.
Oversized images
weight:12 images are shipped at more than 2x the width shown.
“Rise-ComparisonChart.png?v=1761681960&wi” is 475px wide, displayed at 200px
FixServe responsive sizes (srcset/sizes) matching the rendered width.
Tap-target size (mobile)
mobile:316 of 410 interactive targets are under 44×44px on mobile.
smallest: “Previous slide” at 20×20px
FixGive tappable controls a ≥44×44px hit area. the touch minimum.
Worth knowing6
Link text
3 links use generic text (“click here” / “learn more”).
FixMake link text describe its destination out of context.
a11y:Heading levels
9 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:Label in name
23 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:Keyboard reachability
3 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 3 fields. browsers cannot autofill.
FixAdd autocomplete="email"/"tel"/"name" to identity fields.
forms: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 %
accent#f1f2f4
bg#ffffff
surface#f3f3f3
text#222222
See the roles applied
accent
Body copy in their text role, on a surface card.
the roles, doing their job
The quick brown fox66px
Jumps over the lazy dog40px
A subheading in their voice24px
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
11pxAa
12pxAa
14pxAa
15pxAa
16pxAa
18pxAa
21pxAa
24pxAa
40pxAa
66pxAa
WEIGHTS
Aa300
Aa400
Aa500
FAMILIES
Reckless Neue · Fellix
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.
