UXXRAY · Teardown dossier
deathwishcoffee-com-2026-07-10-desktop
35 /100
30% off
$12.99 / $39.98 / $38.00 / 20% OFF
$99.9910 count
free shipping
every 30 days
No signals detected for this category on the captured funnel.
Not detected: proof above the fold and express wallets.
16 review elements
☆☆☆☆☆ ☆☆☆☆☆ 5 out of 5 stars. Blade · a year ago Simply Then
Not detected: proof at every step and money-back guarantee.
free shipping
Not detected: FAQ / objection handling and express wallets.
$99.9910 count
Not detected: us-vs-them comparison and stacked free gifts.
No signals detected for this category on the captured funnel.
Not detected: money-back guarantee and countdown / urgency timer.
Body copy in their text role, on a surface card.
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.
# Funnel Teardown — deathwishcoffee.com
> An evidence-based read of deathwishcoffee.com's live conversion funnel, captured 2026-07-10.
> Every claim is measured from the page; each detected tactic carries the exact
> on-page string it fired on. Deterministic extraction — no LLM opinion. Read this
> to understand WHY this funnel converts (or leaks) — the persuasion principles it
> uses and the ones it's missing. It is a report to learn from, not a template to clone.
**Funnel type:** ecommerce
**Evidence Coverage Score:** 35/100 (Sparse)
**Path captured:** Homepage / Lander → Product page → Cart → Checkout
## Scorecard — where the points come from
| Category | Earned |
|----------|-------:|
| Offer clarity | 18 / 18 |
| Action path | 0 / 13 |
| Trust & proof | 6 / 17 |
| Friction reduction | 4 / 15 |
| Value reinforcement | 4 / 15 |
| Risk reversal & urgency | 0 / 10 |
## What's working — tactics in play, with proof
Each is a persuasion mechanism the funnel actually deploys; the quoted string is the on-page evidence.
- **Anchor / strikethrough pricing** — A struck-through original price or an "X% off" claim.
_Proof:_ `home: 30% off`, `pdp: 30% off`, `cart: $12.99 / $39.98 / $38.00 / 20% OFF`
- **Subscription / auto-ship** — A recurring delivery interval detected on the cart or checkout step.
_Proof:_ `cart: every 30 days`
- **Per-unit price anchor** — Price reframed per serving / day / use to shrink perceived cost.
_Proof:_ `home: $99.9910 count`
- **On-page review wall** — An embedded wall of customer reviews.
_Proof:_ `home: 16 review elements`, `pdp: ☆☆☆☆☆ ☆☆☆☆☆ 5 out of 5 stars. Blade · a year ago Simply Then`
- **Free shipping** — Free shipping / delivery surfaced in the funnel.
_Proof:_ `home: free shipping`, `pdp: free shipping`, `cart: free shipping`
## What's missing — gaps for a ecommerce funnel
Conversion tactics that apply to this funnel type but weren't found — the openings a competitor could exploit:
- **Proof at every step** — not detected. Social proof (reviews / ratings / counts) present across most funnel steps.
- **Stacked free gifts** — not detected. Two or more $0 / FREE line items on the cart or checkout step.
- **Countdown / urgency timer** — not detected. A visible countdown timer creating time pressure.
- **Us-vs-them comparison** — not detected. A comparison table framing the brand against alternatives.
- **Express wallets** — not detected. One-tap wallets (Shop Pay / PayPal / G Pay) offered.
- **Money-back guarantee** — not detected. An N-day / money-back guarantee stated.
- **FAQ / objection handling** — not detected. An accordion / FAQ block answering objections.
- **Proof above the fold** — not detected. Social proof rendered within the first viewport on at least one step.
## Proof language observed
The exact phrasing this funnel uses to build credibility — study the *mechanism* (specific numbers, named counts, guarantees), not the wording:
- `limited time` — e.g. "limited time"
- `{N}% off` — e.g. "30% off", "20% OFF"
- `{N} Reviews` — e.g. "4717 Reviews"
- `{X} out of 5` — e.g. "4.8 out of 5"
- `Free shipping` — e.g. "Free shipping"
## Measured design signals (facts, not a style to copy)
- Palette, area-weighted from live CSS:
| Hex | Usage | Likely role |
|-----|------:|-------------|
| `#000000` | 74.5% | support |
| `#e12727` | 9.8% | accent/brand |
| `#201e1d` | 9.4% | support |
| `#ffffff` | 6.3% | background |
| `#666666` | 0.1% | support |
| `#757575` | 0% | support |
| `#ededed` | 0% | background |
| `#262626` | 0% | support |
- Type: display `Revans-Bold`, body `Fenomen-Sans-Bold` · size scale (px): 12, 14, 16, 18, 20, 22, 28, 32, 54 · radius (px): 2, 3, 4, 50
## Funnel facts
- Depth reached: 3 steps
- Proof points: 6 across 3 steps
- Free-gift line items (max on a step): 1
- Discount/anchor pricing: yes · Countdown: no · Subscription: yes
- Price continuity lander→checkout: not detected
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_Full machine data: `tokens.json`, and the JSON bundle at api.uxxray.com. The value here is the analysis of a real competitor's funnel — what it does, what it doesn't, and the evidence for each._