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
4 tactics
$100 · 30% OFF · 2 proof points
ecommerce · Oct 17, 2026
herbivorebotanicals.com
We found more conversion tactics here than on 38% of the 228 multi-step e-commerce funnels we have measured.
3 conversion tactics detected
3 pages walked · measured by Roentgen 1.30.0
How this was measured
Measured by Roentgen 1.30.0 on 2026-10-17. 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 1,899 multi-step funnels, more conversion tactics than 20% of them.
Walk 203 links on the entry page, 183 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
3 conversion tactics detected, each backed by text on the page
- Anchors the price against a higher original
30% OFF
- Displays a wall of customer reviews
4 review elements
- Offers free shipping
FREE SHIPPING
-
Not seen
12 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.
+ 9 more
-
Flagged
8 of 15 build checks flagged, each with a fix
- Text contrast (WCAG AA)
- 94% of measurable text passes WCAG AA. 4+ runs fail.
- Body text size
- Smallest sampled text is 12px, below the 13px floor this check uses.
- Line height
- Body line-height is 1×, tight enough to hurt readability.
+ 5 more
-
Walked
3 pages walked, Homepage / Lander to Products
- Step 1
- Homepage / Lander
- Step 2
- Collections
- Step 3
- Products
-
In their words
The headline:
30% OFF
- Promise
Welcome to Herbivore Botanicals, where the potency of botanical actives drive our clinically proven skincare…
- Prices shown
- $100
What we recorded
Progress
6 scans
this funnel’s coverage score across measured re-scans
measuredextracted directly from the live page. a fact, not an opinion
1 fewer tactic detected
4 → 3 across 6 scans since 2026-07-20. The ruleset changed in this window, so part of this may be our detection improving rather than the page changing.
- 4 tactics 2026-07-20
- 4 tactics 2026-07-30
- 4 tactics 2026-08-02
- 4 tactics 2026-08-03
- 5 tactics 2026-09-15
- 3 tactics 2026-10-17
The funnel, frame by frame
3 steps walkedsee their whole funnel without clicking through it. scored step by step
measuredextracted directly from the live page. a fact, not an opinionIn their own words
28 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
Plant-Powered, Clinically-Effective Skincare – Herbivore Botanicals
- Meta description
Welcome to Herbivore Botanicals, where the potency of botanical actives drive our clinically proven skincare formulas to heal, protect, and nourish your skin, mind, and body—naturally.
- Headline
30% OFF
- Section headings
Country/Region
RENEW YOUR SKIN WITH THE POWER OF PLANTS
JOIN US FOR 15% OFF
SHOP NEW BODYCARE
SHOP TREMELLA MUSHROOM
BESTSELLING SKIN + BODYCARE
PLANT-ACTIVE SKIN SOLUTIONS
THE GEM SET
+3 more, not shown- Buttons and links
SKIP TO CONTENT
Account
OPEN REGION AND LANGUAGE SELECTOR USD
Cart (0)
SHOP ALL
SHOP NOW
SHOP SKINCARE
OUR PHILOSOPHY
SIGN UP
BODYCARE
+2 more, not shown- Prices on the page
$100
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
Elements
1 harvested
the atomic pieces — price anchors, ratings, guarantees — with their verbatim on-page text
measuredextracted directly from the live page. a fact, not an opinion
What we found
3 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 opinionproof1 of 5
Displays a wall of customer reviews
4 review elements
offer2 of 4
Anchors the price against a higher original
30% OFF
Offers free shipping
FREE SHIPPING
What we didn’t find
12 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 see12 of 15 applicable
FAQ / objection handling
1,729 of the 2,571 funnels we checked
Press / "as seen in"
671 of the 2,568 funnels we checked
Us-vs-them comparison
482 of the 2,571 funnels we checked
Proof above the fold
416 of the 2,571 funnels we checked
Scarcity / urgency copy
134 of the 2,568 funnels we checked
Express wallets
48 of the 258 ecommerce funnels we checked
Money-back guarantee
33 of the 258 ecommerce funnels we checked
Proof at every step
26 of the 258 ecommerce funnels we checked
Countdown / urgency timer
24 of the 258 ecommerce funnels we checked
Per-unit price anchor
12 of the 258 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
15 run · 8 flaggedcontrast, mobile, typography, accessibility, weight — each with what would fix it
measuredextracted directly from the live page. a fact, not an opinion8 of 15 measured checks need work
Text contrast (WCAG AA)
contrast:94% of measurable text passes WCAG AA. 4+ runs fail.
worst: “Free shipping with orders $100+” at 1:1 (12px, #ffffff on #ffffff). needs 4.5:1
FixRaise text/background contrast to ≥4.5:1 (≥3:1 for large text), especially on CTAs and body copy.
Line height
type:Body line-height is 1×, tight enough to hurt readability.
FixSet body line-height to ~1.4-1.6×.
Named controls
a11y:48 buttons/links have no accessible name (icon-only, no aria-label).
FixAdd aria-label to icon-only buttons and links.
Page weight
weight:At least 17.3 MB across 414 measurable resources. 829 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:37 stylesheets/scripts in <head> block first paint.
FixDefer non-critical JS (defer/async) and inline only critical CSS.
Oversized images
weight:64 images are shipped at more than 2x the width shown.
“Nav_Collection_Bundles.png?v=1772634291&” is 1440px wide, displayed at 231px
FixServe responsive sizes (srcset/sizes) matching the rendered width.
Tap-target size (mobile)
mobile:148 of 264 interactive targets are under 44×44px on mobile.
smallest: “Open account menu” at 14×44px
FixGive tappable controls a ≥44×44px hit area. the touch minimum.
Worth knowing4
Line length
3 paragraphs run past ~95 characters per line.
FixCap measure at ~60-75ch for comfortable reading.
type:Image alt text
2 of 317 content images (1%) have no alt attribute.
FixAdd descriptive alt to content images; alt="" for purely decorative ones.
a11y:Heading levels
4 headings skip 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:Keyboard reachability
176 elements look clickable but cannot be reached by keyboard.
FixUse <button>/<a>, or add role + tabindex="0" and a key handler.
structure:Clear3
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#f0a562
accent#f0a562
bg#ffffff
surface#ffe0de
text#000000
See the roles applied
accent
Body copy in their text role, on a surface card.
the roles, doing their job
The quick brown fox70px
Jumps over the lazy dog45px
A subheading in their voice25px
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
10pxAa
11pxAa
12pxAa
13pxAa
14pxAa
16pxAa
17pxAa
25pxAa
45pxAa
70pxAa
WEIGHTS
Aa300
Aa400
Aa500
Aa700
FAMILIES
Matter
rendered in their own type system · webfont not loaded. system fallback if uninstalled
Measured, found none
1 of 10 layerslayers we ran on this funnel that came back empty
measuredextracted directly from the live page. a fact, not an opinionPlaybook 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.
