The funnel, frame by frame see their whole funnel without clicking through it. scored step by step measured
Desktop 2 steps
⤢
01
Homepage / Lander
$3 +1 more · 3 proof points
FAQ Trust badges Logo wall
⤢
02
Reviews
1 proof point
Reviews Trust badges Logo wall
Offer how clearly they present the deal and its value measured
0/8 none points earned
No signals detected for this category on the captured funnel.
Tactics we scan for but didn't detect
Add them to lift coverage, or tell us we missed one.
pricing tiers
we have this →
Action the path to convert. CTA, sign-up, checkout measured
7/20 partial points earned
Proof above the fold 4.9 6,000+ Trustpilot reviews
Tactics we scan for but didn't detect
Add them to lift coverage, or tell us we missed one.
free trial / freemium
we have this →
lead-capture form
we have this →
demo / docs entry
we have this →
Trust proof, social proof, and credibility measured
6/11 partial points earned
Trusted-by logo wall logos: Kids covering faces, Trustpilot stars rating, TrustPilot Review Stars, Google Revie logos: ethos reviews, Trustpilot, BBB, Google reviews
Tactics we scan for but didn't detect
Add them to lift coverage, or tell us we missed one.
usage / adoption proof
we have this →
Friction objections answered, barriers removed measured
6/10 high points earned
Tactics we scan for but didn't detect
Add them to lift coverage, or tell us we missed one.
free trial / freemium
we have this →
Value why it’s worth it. comparison and reinforcement measured
0/10 none points earned
No signals detected for this category on the captured funnel.
Tactics we scan for but didn't detect
Add them to lift coverage, or tell us we missed one.
us-vs-them comparison
we have this →
usage / adoption proof
we have this →
UX signals measured UX quality. contrast · mobile · type · a11y · layout measured
Leaky
3 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.
GOOD Text contrast (WCAG AA)
98% of measurable text passes WCAG AA.
Mobile & tap targets Responsive viewport + touch-target sizes where it matters.
GOOD Mobile viewport
Responsive viewport meta is present.
NEEDS WORK Tap-target size (mobile)
99 of 129 interactive targets are under 44×44px on mobile.
smallest: “Menu” at 16×16px
Give tappable controls a ≥44×44px hit area. the touch minimum.
Typography Body size, line-height, line length. is the pitch actually readable?
NEEDS WORK Body text size
Smallest body text is 10px (base ~14px). below the ~16px readable floor.
Keep body copy ≥15-16px; reserve sub-13px for fine print only.
NEEDS WORK Line height
Body line-height is 1.25×. tight enough to hurt readability.
Set body line-height to ~1.4-1.6×.
Accessibility hygiene Language, alt text, form labels, named controls, headings, link clarity.
GOOD Language declared
html[lang] is set for screen readers.
GOOD Image alt text
All 23 content images carry alt text.
NOTE Link text
2 links use generic text (“click here” / “learn more”).
Make link text describe its destination out of context.
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 live measured
full palette ordered by on-page usage %
accent
Body copy in their text role, on a surface card.
Primary CTA
the roles, doing their job
The quick brown fox39px
Jumps over the lazy dog33px
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
Primary action
Hover (simulated)
Disabled
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
ethos.com · 3/11 tactics · 3 proof templates · evidence-backed
Copy report →
# Agent Brief. build in the style of ethos.com
> Machine-extracted from a live on-demand funnel teardown (2026-07-30). 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 → Reviews
## Palette (area-weighted from live CSS)
| Hex | Usage | Likely role |
|-----|------:|-------------|
| `#ffffff` | 43.2% | background |
| `#05594f` | 31.9% | support |
| `#faf9f5` | 21.8% | background |
| `#59f8b1` | 3% | accent/brand |
| `#e9e9e9` | 0.1% | background |
| `#056257` | 0% | support |
Curated roles: `primary=#59f8b1` · `accent=#59f8b1` · `bg=#ffffff` · `surface=#faf9f5` · `text=#ffffff`
## Type
- Display: `portada`
- Body: `hauss`
- Size scale (px): 10, 11, 13, 14, 16, 19, 23, 28, 33, 39
- Radius (px): 4, 8, 10, 16, 20, 24
## Patterns detected (fact-based). 3/11
- **FAQ / objection handling**. An accordion / FAQ block answering objections. _(home: If you're new to life insurance, you're not alone. Find answers to common questions here.)_
- **Proof above the fold**. Social proof rendered within the first viewport on at least one step. _(home: 4.9
6,000+ Trustpilot reviews)_
- **Trusted-by logo wall**. Customer/company logos or a "trusted by / used by" claim. _(home: logos: Kids covering faces, Trustpilot stars rating, TrustPilot Review Stars, Google Revie; p2: logos: ethos reviews, Trustpilot, BBB, Google reviews)_
## Proof language (harvested strings → templates)
- `{N}+ reviews`. e.g. "6,000+ reviews"
- `{X}/5`. e.g. "4.9/5", "4.8/5"
- `money-back guarantee`. e.g. "money-back guarantee"
## Funnel facts
- Depth reached: 2 step(s) (single-page MVP capture)
- Proof points: 4 across 2 step(s)
- Discount/anchor pricing: no · Countdown: no · Subscription: no
## 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.
