ecommerce · Sep 17, 2026

graza.co

We found more conversion tactics here than on 58% of the 211 multi-step e-commerce funnels we have measured.

5 conversion tactics detected

3 pages walked · measured by Roentgen 1.27.0

5 conversion tactics detected
3 pages captured
13 UX checks
4 flagged

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How this was measured

Measured by Roentgen 1.27.0 on 2026-09-17. 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 34% of them.

The short version, in 5 parts

Proven on the page
5 conversion tactics detected, each backed by text on the page

Anchors the price against a higher original
$60 / 31% Off
Displays a wall of customer reviews
4 review elements
Offers free shipping
Free Shipping

+ 2 more with evidence

See all 5
Not seen
10 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.

+ 7 more

See what we looked for
Flagged
4 of 13 build checks flagged, each with a fix

Body text size
Smallest sampled text is 10px, below the 13px floor this check uses.
Page weight
At least 37.3 MB across 363 measurable resources. 766 cross-origin resources did not expo…
Render-blocking resources
47 stylesheets/scripts in <head> block first paint.

+ 1 more

See the fixes
Walked
3 pages walked, Homepage / Lander to Checkout

Step 1
Homepage / Lander
Step 2
Product page
Step 3
Checkout

Walk it frame by frame
In their words
The headline: Extra Virgin Olive Oil makes everything better.

Promise
Every kitchen deserves good, fresh olive oil that’s affordable enough to be used every day. Our extra virgin…
Prices shown
$21 · $16 · $14

Read every quote

Captured Homepage / Lander — Step 1 · Homepage / Lander1 / 4

What we recorded

The funnel, frame by frame

3 steps walked

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

measured

Homepage / Lander

3 tactics

$21 +2 more · subscription

Sticky CTAReviewsLogo wall

Product page

▲ strongest

5 tactics

$60 +2 more · 31% Off · subscription · 1 Month · 5 proof points

Sticky CTAReviewsSubscriptionFree shippingLogo wall

Checkout

▼ thinnest

2 tactics

subscription

ReviewsLogo wall

In their own words

32 quoted

the entry page’s own title, headline, buttons and prices — quoted, never paraphrased

measured

Page title: GRAZA | High Quality Olive Oil
Meta description: Every kitchen deserves good, fresh olive oil that’s affordable enough to be used every day. Our extra virgin olive oil is just that, and it comes in squeeze bottles + 100% recyclable refill cans that make everything easier and more fun.
Headline: Extra Virgin Olive Oil makes everything better.
Section headings: Made by people who take olives very seriously.ShopSubscribe & SaveFind UsAboutCart(0) 0 itemsGet The TrioNew E.V.O.O. Potato Chips+6 more, not shown
Buttons and links: ShopCLOSE⏸SearFryGrillRoastBakeGarnishKnead+2 more, not shown
Prices on the page: $21$16$14

Elements

2 harvested

the atomic pieces — price anchors, ratings, guarantees — with their verbatim on-page text

measured

Price anchor element — **Price anchor**“$60”

Rating element — **Rating**“1,793 reviews”

What we found

5 tactics

conversion tactics we could prove are present, with the on-page text that evidences each

measured

proof2 of 5

Displays a wall of customer reviews 4 review elements

Puts proof in the first viewport 4.9 based on 1793 Reviews

urgency1 of 2

Signals scarcity without a live clock LIMITED TIME

offer2 of 4

Anchors the price against a higher original $60 / 31% Off

Offers free shipping Free Shipping

What we didn’t find

10 of 15 applicable

applicable tactics we checked for and did not see on any step we reached

measured

What we didn’t see10 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

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

13 run · 4 flagged

contrast, mobile, typography, accessibility, weight — each with what would fix it

measured

4 of 13 measured checks need work

Body text size

type:body-text-size

Smallest sampled text is 10px, below the 13px floor this check uses.

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

Page weight

weight:page-weight

At least 37.3 MB across 363 measurable resources. 766 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:render-blocking-resources

47 stylesheets/scripts in <head> block first paint.

FixDefer non-critical JS (defer/async) and inline only critical CSS.

Oversized images

weight:oversized-images

6 images are shipped at more than 2x the width shown.

“olives_6ace5e5b-97d8-4557-88e9-83f3ec2db” is 496px wide, displayed at 200px

FixServe responsive sizes (srcset/sizes) matching the rendered width.

Worth knowing6

Line length

5 paragraphs run past ~95 characters per line.

FixCap measure at ~60-75ch for comfortable reading.

type:line-length

Keyboard reachability

49 elements look clickable but cannot be reached by keyboard.

FixUse <button>/<a>, or add role + tabindex="0" and a key handler.

structure:keyboard-reachability

Autocomplete hints

No autocomplete attributes across 11 fields. browsers cannot autofill.

FixAdd autocomplete="email"/"tel"/"name" to identity fields.

forms:autocomplete-hints

Clear3

Text contrast (WCAG AA) · Mobile viewport · Language declared

This funnel: 97% of text passes AA · top corpus funnels average 93%.

Brand kit

5 colour roles

palette by on-page usage · type rendered live

measured

full palette ordered by on-page usage %

primary#fbd535

accent#fbd535

bg#f6e6d9

surface#fff4ec

text#3c422e

See the roles applied

accent

Body copy in their text role, on a surface card.

the roles, doing their job

The quick brown fox120px

Jumps over the lazy dog102px

A subheading in their voice72px

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

13pxAa

16pxAa

18pxAa

20pxAa

46pxAa

48pxAa

72pxAa

102pxAa

120pxAa

WEIGHTS

Aa400

Aa500

Aa600

FAMILIES

ITC Garamond Condensed · GT Alpina Typewriter

rendered in their own type system · webfont not loaded. system fallback if uninstalled

Measured, found none

1 of 8 layers

layers we ran on this funnel that came back empty

measured

Playbook match — which funnel play this page runs — measured, evidence-quoted

We ran this pass 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.

Machine version → JSON bundle Markdown brief Design tokens llms.txt