their above-the-fold, as captured

UXXRAY · Teardown dossier ◉ scanned Jul 21, 2026

hellofresh.com

ecommerce · desktop · Roentgen 1.5

Biggest quick win

Smallest body text is 12px (base ~56px). below the ~16px readable floor. Keep body copy ≥15-16px; reserve sub-13px for fine print only.

5 of 13 conversion signals detected

45 /100 coverage

Thin ★★☆☆☆ 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 1.5; detection improves, so rescan anytime.

Score breakdown

Offer clarity 9/18
Action path 13/13
Trust & proof 0/17
Friction reduction 15/15
Value reinforcement 4/15
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

9 tactics

subscription · 1 proof point

Free giftSubscriptionTrust badgesPer-unit priceFree shippingFree trialLogo wallUsage proofExpress pay

Plans

▲ strongest

11 tactics

Sticky CTAFree giftSubscriptionFAQTrust badgesPer-unit priceFree shippingFree trialLogo wallUsage proofExpress pay

Offer

how clearly they present the deal and its valuemeasured

9/18partialpoints earned

Per-unit price anchor$1 per serving
Free shippingFree ShippingFREE Shipping

Tactics we scan for but didn't detect

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

anchor / strikethrough pricing
subscription / auto-ship

Action

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

13/13highpoints earned

Proof above the fold100+ Weekly Recipes 41,000+ 5-Star Reviews Fresh Ingredients
Express wallets

Trust

proof, social proof, and credibilitymeasured

0/17nonepoints 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.

proof at every step
on-page review wall
money-back guarantee

Friction

objections answered, barriers removedmeasured

15/15highpoints earned

FAQ / objection handling
Express wallets
Free shippingFree ShippingFREE Shipping

Value

why it’s worth it. comparison and reinforcementmeasured

4/15lowpoints earned

Per-unit price anchor$1 per serving

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

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

Minor

2 flags · 7 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)

98% 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 ~56px). below the ~16px readable floor.

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

NEEDS WORKLine height

Body line-height is 0.89×. 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.

GOODLanguage declared

html[lang] is set for screen readers.

GOODImage alt text

All 992 content images carry alt text.

NOTEHeading structure

The landing page has 3 <h1> elements (expected 1).

Use exactly one <h1> as the page’s title.

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#1a5db6

accent#1a5db6

bg#faf8f3

surface#ffffff

text#242424

accent

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

the roles, doing their job

The quick brown fox56px

Jumps over the lazy dog32px

A subheading in their voice20px

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

hellofresh.com · 5/13 tactics · 1 proof templates · evidence-backed

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

> Machine-extracted from a live on-demand funnel teardown (2026-07-21). 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 → Plans

## Palette (area-weighted from live CSS)
| Hex | Usage | Likely role |
|-----|------:|-------------|
| `#faf8f3` | 82.1% | background |
| `#ffffff` | 7.2% | background |
| `#009645` | 6.5% | accent/brand |
| `#1a5db6` | 2.5% | accent/brand |
| `#ce4500` | 0.5% | accent/brand |
| `#232323` | 0.4% | support |
| `#067a46` | 0.3% | accent/brand |
| `#ffe34d` | 0.3% | accent/brand |

Curated roles: `primary=#1a5db6` · `accent=#1a5db6` · `bg=#faf8f3` · `surface=#ffffff` · `text=#242424`

## Type
- Display: `agrandir-tight-black`
- Body: `agrandir-tight-black`
- Size scale (px): 12, 14, 16, 20, 32, 56
- Radius (px): 4, 8, 50, 999

## Patterns detected (fact-based). 5/13
- **Per-unit price anchor**. Price reframed per serving / day / use to shrink perceived cost. _(home: $1 per serving; pricing: $1 per serving)_
- **Express wallets**. One-tap wallets (Shop Pay / PayPal / G Pay) offered. _(home: Paypal payment method image; pricing: Paypal payment method image)_
- **Free shipping**. Free shipping / delivery surfaced in the funnel. _(home: Free Shipping; pricing: FREE Shipping)_
- **FAQ / objection handling**. An accordion / FAQ block answering objections. _(pricing: FAQs)_
- **Proof above the fold**. Social proof rendered within the first viewport on at least one step. _(home: 100+ Weekly Recipes
41,000+ 5-Star Reviews
Fresh Ingredients)_

## Proof language (harvested strings → templates)
- `{N}+ 5-Star Reviews`. e.g. "41,000+ 5-Star Reviews"

## Funnel facts
- Depth reached: 2 step(s) (single-page MVP capture)
- Proof points: 1 across 1 step(s)
- Discount/anchor pricing: no · Countdown: no · Subscription: yes

## 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.