their above-the-fold, as captured

UXXRAY · Teardown dossier ◉ scanned Jul 19, 2026

fellowproducts.com

ecommerce · desktop · Roentgen 1.4

Biggest quick win

Smallest body text is 12px (base ~14px). below the ~16px readable floor. Keep body copy ≥15-16px; reserve sub-13px for fine print only.

4 of 13 conversion signals detected

30 /100 coverage

Sparse ★☆☆☆☆ 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 1.4; detection improves, so rescan anytime.

Score breakdown

Offer clarity 6/18
Action path 7/13
Trust & proof 6/17
Friction reduction 6/15
Value reinforcement 0/15
Risk reversal & urgency 0/10

The funnel, frame by frame

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

Homepage / Lander

▼ thinnest

2 tactics

$100 +9 more · 10% off · 1 proof point

Sticky CTALogo wall

Products

▲ strongest

5 tactics

$100 +4 more · 17% off · 2 proof points

Sticky CTAReviewsTrust badgesFree trialLogo wall

Collections

3 tactics

$100 +24 more · 17% off · 1 proof point

Sticky CTAReviewsLogo wall

Pages

3 tactics

$100 · 10% off · 1 proof point

Sticky CTAFAQLogo wall

Offer

how clearly they present the deal and its valuemeasured

6/18partialpoints earned

Anchor / strikethrough pricing10% off$799.90 / 17% off17% off

Tactics we scan for but didn't detect

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

per-unit price anchor
free shipping
subscription / auto-ship

Action

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

7/13partialpoints earned

Proof above the fold4.5 2952 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

6/17partialpoints earned

On-page review wallreview widget

Tactics we scan for but didn't detect

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

proof at every step
money-back guarantee

Friction

objections answered, barriers removedmeasured

6/15partialpoints earned

FAQ / objection handling

Tactics we scan for but didn't detect

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

express wallets
free shipping

Value

why it’s worth it. comparison and reinforcementmeasured

0/15nonepoints 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
stacked free gifts
per-unit price anchor

Risk & Urgency

risk reversal and reasons to act nowmeasured

0/10nonepoints 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.

money-back guarantee
countdown / urgency timer

UX signals

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

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.

GOODText contrast (WCAG AA)

99% of measurable text passes WCAG AA.

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 ~14px). below the ~16px readable floor.

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

Accessibility hygiene

Language, alt text, form labels, named controls, headings, link clarity.

GOODLanguage declared

html[lang] is set for screen readers.

NEEDS WORKImage alt text

120 of 306 content images (39%) have no alt attribute.

Add descriptive alt to content images; alt="" for purely decorative ones.

NEEDS WORKNamed controls

7 buttons/links have no accessible name (icon-only, no aria-label).

Add aria-label to icon-only buttons and links.

NOTELink text

3 links use generic text (“click here” / “learn more”).

Make link text describe its destination out of context.

NOTEHeading structure

The landing page has 3 <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 #1 — Pre-Sold Funnel

Lander matches the Pre-Sold Funnel's confirmation-lander pattern (4 of 5 measurable groups present)

proof mass p2: review widgetrisk removal p4: Which Fellow products can I register?offer framing home: 10% offproof above the fold p2: 4.5 2952 Reviews

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#1e1e1f

accent#1e1e1f

bg#ffffff

surface#f5f5f5

text#1e1e1f

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 voice24px

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

fellowproducts.com · 4/13 tactics · 2 proof templates · evidence-backed

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

> Machine-extracted from a live on-demand funnel teardown (2026-07-19). 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 → Products → Collections → Pages

## Palette (area-weighted from live CSS)
| Hex | Usage | Likely role |
|-----|------:|-------------|
| `#1e1e1f` | 44.6% | support |
| `#ffffff` | 44.2% | background |
| `#f5f5f5` | 11.1% | background |
| `#35332b` | 0.1% | support |

Curated roles: `primary=#1e1e1f` · `accent=#1e1e1f` · `bg=#ffffff` · `surface=#f5f5f5` · `text=#1e1e1f`

## Type
- Display: `Fellow Solar`
- Body: `Sohne`
- Size scale (px): 12, 13, 14, 16, 18, 24, 40, 48
- Radius (px): 2, 7, 50, 1000, 33554400

## Patterns detected (fact-based). 4/13
- **Anchor / strikethrough pricing**. A struck-through original price or an "X% off" claim. _(home: 10% off; p2: $799.90 / 17% off; p3: 17% off)_
- **On-page review wall**. An embedded wall of customer reviews. _(p2: review widget; p3: review widget)_
- **FAQ / objection handling**. An accordion / FAQ block answering objections. _(p4: Which Fellow products can I register?)_
- **Proof above the fold**. Social proof rendered within the first viewport on at least one step. _(p2: 4.5
2952 Reviews)_

## Proof language (harvested strings → templates)
- `{N}% off`. e.g. "10% off", "17% off"
- `{N} Reviews`. e.g. "2952 Reviews"

## Funnel facts
- Depth reached: 4 step(s) (single-page MVP capture)
- Proof points: 3 across 4 step(s)
- Discount/anchor pricing: yes · 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.