Body text size
type:Smallest sampled text is 12px, below the 13px floor this check uses.
FixKeep body copy ≥15-16px; reserve sub-13px for fine print only.
01
Homepage / Lander
1 tactic
$6.99 +4 more · 1 proof point
ecommerce · Sep 10, 2026
dominos.com
We found more conversion tactics here than on 25% of the 211 multi-step e-commerce funnels we have measured.
2 conversion tactics detected
2 pages walked · measured by Roentgen 1.27.0
How this was measured
Measured by Roentgen 1.27.0 on 2026-09-10. 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 10% of them.
Walk 49 links on the entry page, 38 walkable. 1 matched a funnel step; we captured 2 pages in all, this one included.
The short version, in 5 parts
-
Proven on the page
2 conversion tactics detected, each backed by text on the page
- Anchors the price against a higher original
35% OFF
- Signals scarcity without a live clock
limited time
-
Not seen
13 of 15 applicable tactics we checked for and did not see
- FAQ / objection handling
- An accordion / FAQ block answering objections.
- 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.
+ 10 more
-
Flagged
6 of 12 build checks flagged, each with a fix
- Body text size
- Smallest sampled text is 12px, below the 13px floor this check uses.
- Line height
- Body line-height is 0.9×, tight enough to hurt readability.
- Page weight
- At least 5.5 MB across 245 measurable resources. 255 cross-origin resources did not expos…
+ 3 more
-
Walked
2 pages walked, Homepage / Lander to Deals
- Step 1
- Homepage / Lander
- Step 2
- Deals
-
In their words
The headline:
START YOUR ORDER
- Promise
Order pizza, pasta, sandwiches & more online for carryout or delivery from Domino's. View menu, find location…
- Prices shown
- $6.99 · $7.99 · $10.99
What we recorded
Progress
3 scans
this funnel’s coverage score across measured re-scans
measuredextracted directly from the live page. a fact, not an opinion
1 more tactic detected
1 → 2 across 3 scans since 2026-08-09. The ruleset changed in this window, so part of this may be our detection improving rather than the page changing.
- 1 tactic 2026-08-09
- 1 tactic 2026-08-10
- 2 tactics 2026-09-10
The funnel, frame by frame
2 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
33 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
Pizza Delivery & Carryout, Pasta, Wings & More | Domino's
- Meta description
Order pizza, pasta, sandwiches & more online for carryout or delivery from Domino's. View menu, find locations, track orders. Sign up for Domino's email & text offers to get great deals on your next order.
- Headline
START YOUR ORDER
- Section headings
Try the new Domino™ Mix and match Choose any two for $6.99 each.
Weeklong carryout Carry out for just $7.99 each.
Parmesan Stuffed Crust Just $10.99 each.
The perfect combo Get all of this for just $19.99.
Local deals Find your local store's coupons.
TRY THE NEW DOMINO™ MIX AND MATCH CHOOSE ANY TWO FOR $6.99 EACH.
EXPLORE MORE DEALS
WHAT'S NEW
+5 more, not shown- Buttons and links
ORDER NOW
Choose your location
SIGN IN
empty cart
DELIVERY
CARRYOUT
ADD DEAL
Offer details
OFFER DETAILS
SEE LOCAL DEALS
+2 more, not shown- Prices on the page
$6.99
$7.99
$10.99
$19.99
$20
Sections
3 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
2 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 opinionurgency1 of 2
Signals scarcity without a live clock
limited time
offer1 of 4
Anchors the price against a higher original
35% OFF
What we didn’t find
13 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 see13 of 15 applicable
FAQ / objection handling
1,615 of the 2,420 funnels we checked
Press / "as seen in"
642 of the 2,417 funnels we checked
Us-vs-them comparison
441 of the 2,420 funnels we checked
Proof above the fold
381 of the 2,420 funnels we checked
On-page review wall
95 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
12 run · 6 flaggedcontrast, mobile, typography, accessibility, weight — each with what would fix it
measuredextracted directly from the live page. a fact, not an opinion6 of 12 measured checks need work
Line height
type:Body line-height is 0.9×, tight enough to hurt readability.
FixSet body line-height to ~1.4-1.6×.
Page weight
weight:At least 5.5 MB across 245 measurable resources. 255 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:13 stylesheets/scripts in <head> block first paint.
FixDefer non-critical JS (defer/async) and inline only critical CSS.
Oversized images
weight:6 images are shipped at more than 2x the width shown.
“43778453-e8b1-4db6-83fa-00f2dc43d6e3?im=” is 1440px wide, displayed at 615px
FixServe responsive sizes (srcset/sizes) matching the rendered width.
Tap-target size (mobile)
mobile:80 of 86 interactive targets are under 44×44px on mobile.
smallest: “empty cart” at 40×40px
FixGive tappable controls a ≥44×44px hit area. the touch minimum.
Worth knowing2
Line length
15 paragraphs run past ~95 characters per line.
FixCap measure at ~60-75ch for comfortable reading.
type:Label in name
2 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:Clear4
Text contrast (WCAG AA) · Mobile viewport · Language declared · Image alt text
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#e70000
accent#e70000
bg#fefaf6
surface#faf2e9
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 fox48px
Jumps over the lazy dog40px
A subheading in their voice33px
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
12pxAa
14pxAa
16pxAa
20pxAa
21pxAa
22pxAa
32pxAa
33pxAa
40pxAa
48pxAa
WEIGHTS
Aa400
Aa500
Aa700
Aa950
FAMILIES
Dominos Sans Display
rendered in their own type system · webfont not loaded. system fallback if uninstalled
Measured, found none
2 of 10 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.
