their above-the-fold, as captured

UXXRAY · Teardown dossier ◉ scanned Jul 21, 2026

butcherbox.com

ecommerce · desktop · Roentgen 1.5

Biggest quick win

86% of measurable text passes WCAG AA. 4+ runs fail. Raise text/background contrast to ≥4.5:1 (≥3:1 for large text), especially on CTAs and body copy.

6 of 13 conversion signals detected

50 /100 coverage

Thin ★★☆☆☆ weighted for impact · 6 measured categories

UXXRAY scans for 13 conversion tactics with deterministic rules. Unconventional builds may not register, so this is detection coverage, not a verdict. Scored by Roentgen 1.5; detection improves, so rescan anytime.

Score breakdown

Offer clarity 4/18
Action path 7/13
Trust & proof 9/17
Friction reduction 10/15
Value reinforcement 7/15
Risk reversal & urgency 7/10

The funnel, frame by frame

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

Homepage / Lander

▲ strongest

9 tactics

$100 +8 more · subscription · 3 proof points

Sticky CTAReviewsComparisonSubscriptionFAQTrust badgesFree shippingLogo wallUsage proof

Collections

▼ thinnest

0 tactics

$249.00 +15 more

no named tactics detected on this step

Pages

1 tactic

$100 +4 more · subscription · 2 weeks

Reviews

Offer

how clearly they present the deal and its valuemeasured

4/18lowpoints earned

Free shippingFree Shipping

Tactics we scan for but didn't detect

Add them to lift coverage, or tell us we missed one.

anchor / strikethrough pricing
per-unit price anchor
subscription / auto-ship

Action

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

7/13partialpoints earned

Proof above the fold400k+ SUBSCRIBERS 1B+ BETTER MEALS SENT 70k+ 5-STAR REVIEWS

Tactics we scan for but didn't detect

Add them to lift coverage, or tell us we missed one.

express wallets

Trust

proof, social proof, and credibilitymeasured

9/17partialpoints earned

On-page review wall62 testimonials40 testimonials
Money-back guaranteeSatisfaction Guarantee

Tactics we scan for but didn't detect

Add them to lift coverage, or tell us we missed one.

proof at every step

Friction

objections answered, barriers removedmeasured

10/15highpoints earned

FAQ / objection handling
Free shippingFree Shipping

Tactics we scan for but didn't detect

Add them to lift coverage, or tell us we missed one.

express wallets

Value

why it’s worth it. comparison and reinforcementmeasured

7/15partialpoints earned

Us-vs-them comparisonButcherbox vs. Others How ButcherBox compares with other meat delivery services Pricing* $

Tactics we scan for but didn't detect

Add them to lift coverage, or tell us we missed one.

stacked free gifts
per-unit price anchor

Risk & Urgency

risk reversal and reasons to act nowmeasured

7/10highpoints earned

Money-back guaranteeSatisfaction Guarantee

Tactics we scan for but didn't detect

Add them to lift coverage, or tell us we missed one.

countdown / urgency timer

UX signals

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

Minor

2 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.

NEEDS WORKText contrast (WCAG AA)

86% of measurable text passes WCAG AA. 4+ runs fail.

worst: “Clean protein you can trust” at 1:1 (18px, #ffffff on #ffffff). needs 4.5:1

Raise text/background contrast to ≥4.5:1 (≥3:1 for large text), especially on CTAs and body copy.

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 ~16px). below the ~16px readable floor.

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

NOTELine length

16 paragraphs run past ~95 characters per line.

Cap measure at ~60-75ch for comfortable reading.

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 80 content images carry alt text.

NOTEForm labels

3 form fields rely on placeholder text as the only label.

Back placeholders with a real <label>. placeholder text vanishes on input.

NOTEHeading structure

The landing page has 2 <h1> elements (expected 1).

Use exactly one <h1> as the page’s title.

Playbook match

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

MATCH Playbook #3 — Intent-Match Funnel

Comparison surface matches the Intent-Match pattern — measured comparison table plus comparison-intent copy

comparison table home: Butcherbox vs. Others How ButcherBox compares with other meat delivery services Pricing* $comparison copy Butcherbox vs. Others

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#015870

accent#015870

bg#ffffff

surface#fcfaf8

text#1c2623

accent

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

the roles, doing their job

The quick brown fox48px

Jumps over the lazy dog40px

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

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

butcherbox.com · 6/13 tactics · 3 proof templates · evidence-backed

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

> Machine-extracted from a live on-demand funnel teardown (2026-07-21). 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 → Pages

## Palette (area-weighted from live CSS)
| Hex | Usage | Likely role |
|-----|------:|-------------|
| `#ffffff` | 48.5% | background |
| `#fcfaf8` | 20% | background |
| `#000000` | 14.7% | support |
| `#015870` | 9.3% | accent/brand |
| `#f9f5f0` | 6% | background |
| `#f2e8dd` | 0.6% | background |
| `#03858f` | 0.4% | accent/brand |
| `#00945f` | 0.3% | accent/brand |

Curated roles: `primary=#015870` · `accent=#015870` · `bg=#ffffff` · `surface=#fcfaf8` · `text=#1c2623`

## Type
- Display: `Poppins`
- Body: `Lato`
- Size scale (px): 12, 14, 16, 18, 20, 32, 40, 48
- Radius (px): 8, 16, 50, 33554400

## Patterns detected (fact-based). 6/13
- **Us-vs-them comparison**. A comparison table framing the brand against alternatives. _(home: Butcherbox vs. Others How ButcherBox compares with other meat delivery services Pricing* $)_
- **On-page review wall**. An embedded wall of customer reviews. _(home: 62 testimonials; signup: 40 testimonials)_
- **Free shipping**. Free shipping / delivery surfaced in the funnel. _(home: Free Shipping)_
- **Money-back guarantee**. An N-day / money-back guarantee stated. _(home: Satisfaction Guarantee)_
- **FAQ / objection handling**. An accordion / FAQ block answering objections. _(home: Questions? Find peace of mind here What sets ButcherBox apart from the competition? Butche)_
- **Proof above the fold**. Social proof rendered within the first viewport on at least one step. _(home: 400k+
SUBSCRIBERS
1B+
BETTER MEALS SENT
70k+
5-STAR REVIEWS)_

## Proof language (harvested strings → templates)
- `Satisfaction Guarantee`. e.g. "Satisfaction Guarantee"
- `Free shipping`. e.g. "Free shipping"
- `Limited Time`. e.g. "Limited Time"

## Funnel facts
- Depth reached: 3 step(s) (single-page MVP capture)
- Proof points: 3 across 1 step(s)
- Discount/anchor pricing: no · Countdown: no · Subscription: yes

## 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.