Body text size
type:Smallest sampled text is 11px, below the 13px floor this check uses.
FixKeep body copy ≥15-16px; reserve sub-13px for fine print only.
01
Homepage / Lander
1 tactic
ecommerce · Sep 21, 2026
clorox.com
We found more conversion tactics here than on 38% of the 211 multi-step e-commerce funnels we have measured.
3 conversion tactics detected
3 pages walked · measured by Roentgen 1.27.0
How this was measured
Measured by Roentgen 1.27.0 on 2026-09-21. 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 1,781 multi-step funnels, more conversion tactics than 20% of them.
Walk 38 links on the entry page, 20 walkable. 1 matched a funnel step; we captured 3 pages in all, this one included.
The short version, in 5 parts
-
Proven on the page
3 conversion tactics detected, each backed by text on the page
- Displays a wall of customer reviews
4 review elements
- Answers buyer objections
Frequently Asked Questions Can I use Clorox™ Disinfecting ToiletWand™ Disposable Cleaner s
- Puts proof in the first viewport
3.9 (4870) Write a review
-
Not seen
12 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")…
+ 9 more
-
Flagged
5 of 14 build checks flagged, each with a fix
- Body text size
- Smallest sampled text is 11px, below the 13px floor this check uses.
- Named controls
- 6 buttons/links have no accessible name (icon-only, no aria-label).
- Render-blocking resources
- 18 stylesheets/scripts in <head> block first paint.
+ 2 more
-
Walked
3 pages walked, Homepage / Lander to Clorox Toiletwand System
- Step 1
- Homepage / Lander
- Step 2
- Products
- Step 3
- Clorox Toiletwand System
-
In their words
The headline:
See what’s NEW at Clorox
- Promise
Explore a wide range of Clorox cleaning and disinfecting products, from wipes to sprays, to keep your home fr…
What we recorded
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
25 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
Cleaning & Disinfecting Products | Clorox™
- Meta description
Explore a wide range of Clorox cleaning and disinfecting products, from wipes to sprays, to keep your home fresh and healthy.
- Headline
See what’s NEW at Clorox
- Section headings
Tap to show summer cleaning go-tos
Clorox Solutions
Freshen up your feed.
Tips & tricks
Your Privacy
Don't Overthink Back-to-School Clean
Click, Swish, Toss with Clorox™ ToiletWand™
Neutralize Allergens
+1 more, not shown- Buttons and links
Products
Our Purpose
Search
See all products
Pause
See all articles
Sign up
Cookie Settings
Your Privacy Choices
Sections
5 identified
structural bands identified on this funnel, cropped from its own capture
measuredextracted directly from the live page. a fact, not an opinion
What we found
3 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
3.9 (4870) Write a review
objection1 of 2
Answers buyer objections
Frequently Asked Questions Can I use Clorox™ Disinfecting ToiletWand™ Disposable Cleaner s
What we didn’t find
12 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 see12 of 15 applicable
Press / "as seen in"
642 of the 2,417 funnels we checked
Us-vs-them comparison
441 of the 2,420 funnels we checked
Scarcity / urgency copy
125 of the 2,417 funnels we checked
Anchor / strikethrough pricing
116 of the 238 ecommerce funnels we checked
Free shipping
81 of the 238 ecommerce funnels we checked
Express wallets
41 of the 238 ecommerce funnels we checked
Money-back guarantee
33 of the 238 ecommerce funnels we checked
Proof at every step
26 of the 238 ecommerce funnels we checked
Countdown / urgency timer
18 of the 238 ecommerce funnels we checked
Per-unit price anchor
11 of the 238 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
14 run · 5 flaggedcontrast, mobile, typography, accessibility, weight — each with what would fix it
measuredextracted directly from the live page. a fact, not an opinion5 of 13 measured checks need work1 could not be measured — not counted either way
Named controls
a11y:6 buttons/links have no accessible name (icon-only, no aria-label).
FixAdd aria-label to icon-only buttons and links.
Render-blocking resources
weight:18 stylesheets/scripts in <head> block first paint.
FixDefer non-critical JS (defer/async) and inline only critical CSS.
Oversized images
weight:8 images are shipped at more than 2x the width shown.
“privacy-options.3ykbeqb1i62-2.svg” is 300px wide, displayed at 30px
FixServe responsive sizes (srcset/sizes) matching the rendered width.
Tap-target size (mobile)
mobile:140 of 202 interactive targets are under 44×44px on mobile.
smallest: “Open menu” at 24×24px
FixGive tappable controls a ≥44×44px hit area. the touch minimum.
Worth knowing3
Line length
3 paragraphs run past ~95 characters per line.
FixCap measure at ~60-75ch for comfortable reading.
type:Heading structure
The landing page has 2 <h1> elements (expected 1).
FixUse exactly one <h1> as the page’s title.
a11y:Autocomplete hints
No autocomplete attributes across 2 fields. browsers cannot autofill.
FixAdd autocomplete="email"/"tel"/"name" to identity fields.
forms:Not measurable1
Page weight
At least 2.2 MB across 245 measurable resources, but 399 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 %
primary#0040b6
accent#0040b6
bg#ffffff
surface#e5e7e9
text#ffffff
See the roles applied
accent
Body copy in their text role, on a surface card.
the roles, doing their job
The quick brown fox54px
Jumps over the lazy dog36px
A subheading in their voice28px
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
16pxAa
18pxAa
28pxAa
36pxAa
54pxAa
WEIGHTS
Aa400
Aa700
FAMILIES
larsseitAlt
rendered in their own type system · webfont not loaded. system fallback if uninstalled
Measured, found none
2 of 9 layerslayers we ran on this funnel that came back empty
measuredextracted directly from the live page. a fact, not an opinionElements — the atomic pieces — price anchors, ratings, guarantees — with their verbatim on-page text
Playbook match — which funnel play this page runs — measured, evidence-quoted
We ran these passes 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.
