01
Our Food
▲ strongest
3 tactics
ecommerce · Sep 23, 2026
generalmills.com
We found more conversion tactics here than on 10% of the 211 multi-step e-commerce funnels we have measured.
1 conversion tactic detected
3 pages walked · measured by Roentgen 1.27.0
How this was measured
Measured by Roentgen 1.27.0 on 2026-09-23. 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 3% of them.
Walk 24 links on the entry page, 6 walkable. 2 matched a funnel step; we captured 3 pages in all, this one included.
The short version, in 5 parts
-
Proven on the page
1 conversion tactic detected, each backed by text on the page
- Answers buyer objections
Frequently asked questions What does General Mills make? How do you support nutrition? How
-
Not seen
14 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.
- Proof above the fold
- Social proof rendered within the first viewport on at least one step.
+ 11 more
-
Flagged
3 of 12 build checks flagged, each with a fix
- Page weight
- At least 151.7 MB across 191 measurable resources. 146 cross-origin resources did not exp…
- Oversized images
- 14 images are shipped at more than 2x the width shown.
- Tap-target size (mobile)
- 25 of 52 interactive targets are under 44×44px on mobile.
-
Walked
3 pages walked, Our Food to Brands
- Step 1
- Our Food
- Step 2
- Nutrition
- Step 3
- Brands
-
In their words
The headline:
Our food
- Promise
Explore Our Food at General Mills, from cereals and snacks to meals, baking and pet food. Discover brands lik…
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
Unchanged across 3 scans
Same 1 conversion tactic detected since 2026-08-09.
- 1 tactic 2026-08-09
- 1 tactic 2026-08-10
- 1 tactic 2026-09-23
The funnel, frame by frame
3 steps walked
In their own words
30 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
Our Food | General Mills Brands, Cereals, Snacks & Pet Food | General Mills
- Meta description
Explore Our Food at General Mills, from cereals and snacks to meals, baking and pet food. Discover brands like Cheerios, Old El Paso and Blue Buffalo.
- Headline
Our food
- Section headings
Good food, for people and pets
What we make
Food for people
Food for pets
Nutrition
Evolving with changing needs
Our people are at the heart of everything we make.
Frequently asked questions
+8 more, not shown- Buttons and links
Search
About
Our Food
Standing For Good
News and Stories
What does General Mills make?
How do you support nutrition?
How do you adapt to changing food preferences?
United States English
Customize Cookie Settings
+1 more, not shown
Sections
4 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
1 tacticconversion tactics we could prove are present, with the on-page text that evidences each
measuredextracted directly from the live page. a fact, not an opinionobjection1 of 2
Answers buyer objections
Frequently asked questions What does General Mills make? How do you support nutrition? How
What we didn’t find
14 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 see14 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
Proof above the fold
381 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
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 · 3 flaggedcontrast, mobile, typography, accessibility, weight — each with what would fix it
measuredextracted directly from the live page. a fact, not an opinion3 of 12 measured checks need work
Page weight
weight:At least 151.7 MB across 191 measurable resources. 146 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.
Oversized images
weight:14 images are shipped at more than 2x the width shown.
“image?url=https%3A%2F%2Fedge.sitecoreclo” is 1440px wide, displayed at 628px
FixServe responsive sizes (srcset/sizes) matching the rendered width.
Tap-target size (mobile)
mobile:25 of 52 interactive targets are under 44×44px on mobile.
smallest: “Mega Nav” at 44×34px
FixGive tappable controls a ≥44×44px hit area. the touch minimum.
Worth knowing3
Line length
34 paragraphs run past ~95 characters per line.
FixCap measure at ~60-75ch for comfortable reading.
type:Link text
1 link uses generic text (“click here” / “learn more”).
FixMake link text describe its destination out of context.
a11y:Label in name
5 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:Clear6
Text contrast (WCAG AA) · Mobile viewport · Body text size · Language declared · Image alt text · Render-blocking resources
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#0074c1
accent#0074c1
bg#ffffff
surface#ffffff
text#444444
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 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
14pxAa
16pxAa
18pxAa
20pxAa
28pxAa
40pxAa
48pxAa
WEIGHTS
Aa400
Aa700
Aa800
FAMILIES
Montserrat · Noto Sans
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.
