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
▲ strongest
10 tactics
subscription
saas · Sep 15, 2026
hellofresh.com
We found more conversion tactics here than on 67% of the 1,413 multi-step SaaS funnels we have measured.
6 conversion tactics detected
2 pages walked · measured by Roentgen 1.27.0
How this was measured
Measured by Roentgen 1.27.0 on 2026-09-15. 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 11 that apply to a saas funnel. A low count means we did not detect those patterns, not that the funnel is weak.
Against all 1,864 multi-step funnels, more conversion tactics than 72% of them.
Walk 82 links on the entry page, 44 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
6 conversion tactics detected, each backed by text on the page
- Answers buyer objections
FAQs
- Offers a free trial or free tier
Free forever
- Shows customer logos or a trusted-by claim
used by
+ 3 more with evidence
-
Not seen
5 of 11 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…
- Demo / docs entry
- A "book a demo" or documentation / API entry point.
- Us-vs-them comparison
- A comparison table framing the brand against alternatives.
+ 2 more
-
Flagged
5 of 13 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 1.15×, tight enough to hurt readability.
- Page weight
- At least 13.3 MB across 201 measurable resources. 153 cross-origin resources did not expo…
+ 2 more
-
Walked
2 pages walked, Homepage / Lander to Plans
- Step 1
- Homepage / Lander
- Step 2
- Plans
-
In their words
The headline:
Take Back Dinnertime!
- Promise
HelloFresh Meal Kits | One free item per box with active subscription. Free meals applied as discount on firs…
What we recorded
Progress
9 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
5 → 6 across 9 scans since 2026-07-21. The ruleset changed in this window, so part of this may be our detection improving rather than the page changing.
- 5 tactics 2026-07-21
- 7 tactics 2026-07-29
- 7 tactics 2026-07-30
- 7 tactics 2026-08-01
- 7 tactics 2026-08-02
- 7 tactics 2026-08-03
- 7 tactics 2026-08-05
- 6 tactics 2026-08-15
- 6 tactics 2026-09-15
The funnel, frame by frame
2 steps walkedIn their own words
25 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
HelloFresh® Meal Kits | Free Breakfast for Life + 10 Free Meals
- Meta description
HelloFresh Meal Kits | One free item per box with active subscription. Free meals applied as discount on first box, new subscribers only, varies by plan.
- Headline
Take Back Dinnertime!
- Section headings
UNLEASH BETTER DINNERS.
More questions about our meal delivery services?
Whatever your week looks like, dinner’s covered.
91% of our customers feel healthier with a HelloFresh subscription
93% of our customers feel less stressed at dinner time
98% of our customers save time on meals
Dinner’s easy as 1, 2, 3
Turn off the day, turn up the flavor—now with 100+ weekly recipes.
+2 more, not shown- Buttons and links
See Pricing & Plans
View Menu
Creamy Tuscan Spaghetti & Meatballs with Scallions & Lemon
Pork & Zucchini Bibimbap with Carrots & Pickled Scallions
Creamy Dill Pork Filet with Couscous & Carrots
Bacon & Mushroom Risotto with Thyme, Parmesan & Scallions
BESTSELLER Chicken & Greek Salad Pita Pockets with Feta
Creamy Dill Chicken with Couscous & Carrots
Creamy Dill Pork Filet with Couscous & Broccoli
Creamy Dill Pork with Couscous & Asparagus
+2 more, not shown
Sections
5 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
6 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 opinionobjection1 of 2
Answers buyer objections
FAQs
proof2 of 4
Shows customer logos or a trusted-by claim
used by
Puts a number on adoption
1 million customers
offer2 of 2
Offers a free trial or free tier
Free forever
Makes the pricing ladder explicit
free, $8.25/mo
checkout1 of 2
Lead-capture form
zipcode, promo, email
What we didn’t find
5 of 11 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 see5 of 11 applicable
Press / "as seen in"
673 of the 2,522 funnels we checked
Demo / docs entry
594 of the 1,760 funnels we checked
Us-vs-them comparison
467 of the 2,525 funnels we checked
Proof above the fold
406 of the 2,525 funnels we checked
Scarcity / urgency copy
131 of the 2,522 funnels we checked
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 · 5 flaggedcontrast, mobile, typography, accessibility, weight — each with what would fix it
measuredextracted directly from the live page. a fact, not an opinion5 of 13 measured checks need work
Line height
type:Body line-height is 1.15×, tight enough to hurt readability.
FixSet body line-height to ~1.4-1.6×.
Page weight
weight:At least 13.3 MB across 201 measurable resources. 153 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:8 images are shipped at more than 2x the width shown.
“NABRAND-51718_LandingPage_2026-07_HERO_D” is 5120px wide, displayed at 1440px
FixServe responsive sizes (srcset/sizes) matching the rendered width.
Tap-target size (mobile)
mobile:13 of 283 interactive targets are under 44×44px on mobile.
smallest: “Privacy” at 45×24px
FixGive tappable controls a ≥44×44px hit area. the touch minimum.
Worth knowing3
Heading structure
The landing page has 3 <h1> elements (expected 1).
FixUse exactly one <h1> as the page’s title.
a11y:Heading levels
1 heading skips a level (e.g. <h2> followed by <h4>). Screen-reader users navigate by this outline.
FixStep heading levels one at a time; use CSS for size, not a deeper level.
a11y:Autocomplete hints
No autocomplete attributes across 2 fields. browsers cannot autofill.
FixAdd autocomplete="email"/"tel"/"name" to identity fields.
forms:Clear5
Text contrast (WCAG AA) · Mobile viewport · Language declared · Image alt text · Inline validation
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#96dc16
accent#96dc16
bg#faf8f3
surface#ffffff
text#242424
See the roles applied
accent
Body copy in their text role, on a surface card.
the roles, doing their job
The quick brown fox56px
Jumps over the lazy dog40px
A subheading in their voice32px
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
14pxAa
16pxAa
20pxAa
32pxAa
40pxAa
56pxAa
WEIGHTS
Aa400
Aa500
Aa700
FAMILIES
agrandir-tight-black · roboto
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.
