Smallest body text is 12px (base ~20px). below the ~16px readable floor.
fix Keep body copy ≥15-16px; reserve sub-13px for fine print only.
01
Home
2 tactics
1 proof point
ecommerce · Aug 10, 2026
hersheyland.com
25/100 Sparse
Scores above 12% of 1,252 multi-step funnels we have measured. Among the 151 ecommerce funnels in that group, above 42%.
How this was measured
Coverage 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.
Measured by Roentgen 1.21.0, one of our versioned rulesets. A capture is read once and its measurements freeze there, so the stamp says which ruleset read this one.
Walk 141 links seen, 129 walkable, 2 matched, and we walked 3 pages.
What we recorded
Progress
2 scans
this funnel’s coverage score across measured re-scans
measuredextracted directly from the live page. a fact, not an opinion
0pts
since the first measured scan (2026-08-09) — 2 re-scans
- 25 Sparse 2026-08-09
- 25 Sparse 2026-08-10
The funnel, frame by frame
3 steps walkedIn their own words
19 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
Hersheyland | Explore Hershey Products, Recipes, Crafts & More
- Meta description
Hersheyland is home to our favorite dessert recipes, the latest candy innovations and endless sweet inspiration, from everyday treats to special occasion bakes.
- Headline
Remix a Classic S’mores
- Section headings
It’s Always S’mores Season with Hershey
Our Latest Flavor Innovations
Sweet Summer Inspo
We All Scream for Ice Cream Recipes
Sweeten Your Everyday Moments
Still Scrolling? Try One of These!
Footer
How to Make S’mores Indoors
+2 more, not shown- Buttons and links
Enable accessibility
Explore S'mores
Browse All Recipes
Follow
Submit Email
Shop Hershey Store
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 opinionAction path1 of 2
Puts proof in the first viewport
(1705) 4.7 out of 5 stars. 1705 reviews
Trust & proof2 of 3
Repeats proof across the funnel
4.7 out of 5
Displays a wall of customer reviews
(52) 4.7 out of 5 stars. 52 reviews
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
1175 of 1777 measured funnels run this
Press / "as seen in"
448 of 1769 measured funnels run this
Us-vs-them comparison
304 of 1777 measured funnels run this
Anchor / strikethrough pricing
94 of 177 measured funnels run this
Scarcity / urgency copy
94 of 1769 measured funnels run this
Free shipping
71 of 177 measured funnels run this
Express wallets
31 of 177 measured funnels run this
Money-back guarantee
31 of 177 measured funnels run this
Countdown / urgency timer
15 of 177 measured funnels run this
Per-unit price anchor
9 of 177 measured funnels run this
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 flaggedcontrast, mobile, typography, accessibility, weight — each with what would fix it
measuredextracted directly from the live page. a fact, not an opinionReadability & contrastclear
Text contrast (WCAG AA) passescontrast:text-contrast-wcag-aa
100% of measurable text passes WCAG AA.
Mobile & tap targetsclear
Mobile viewport passesmobile:mobile-viewport
Responsive viewport meta is present.
Typography1 flagged
Body text size needs worktype:body-text-size
Accessibility hygieneclear
Language declared passesa11y:language-declared
html[lang] is set for screen readers.
Image alt text passesa11y:image-alt-text
All 127 content images carry alt text.
Heading levels notea11y:heading-levels
1 heading skips a level (e.g. <h2> followed by <h4>). Screen-reader users navigate by this outline.
fix Step heading levels one at a time; use CSS for size, not a deeper level.
Label in name notea11y:label-in-name
4 controls have an aria-label that does not contain its visible text, so voice-control users cannot activate it by saying what they see.
fix Make the accessible name start with the visible label text.
Weight & delivery2 flagged
Page weight not measurableweight:page-weight
At least 0.0 MB across 7 measurable resources, but 139 cross-origin resources did not expose a size. The true weight cannot be determined from the page.
Render-blocking resources needs workweight:render-blocking-resources
12 stylesheets/scripts in <head> block first paint.
fix Defer non-critical JS (defer/async) and inline only critical CSS.
Oversized images needs workweight:oversized-images
14 images are shipped at more than 2x the width shown.
“12-hersheys-chocolate-milkshake-recipe-h” is 1920px wide, displayed at 596px
fix Serve responsive sizes (srcset/sizes) matching the rendered width.
Structure & reachability1 flagged
Landmark regions needs workstructure:landmark-regions
No <main> or <header> or <footer> landmark. screen-reader users cannot jump between regions.
fix Wrap the page in <header>, <main> and <footer> (or matching ARIA roles).
Keyboard reachability notestructure:keyboard-reachability
3 elements look clickable but cannot be reached by keyboard.
“TOP”, “TOP”, “TOP”
fix Use <button>/<a>, or add role + tabindex="0" and a key handler.
Form usabilityclear
Inline validation passesforms:inline-validation
3 fields carry validation attributes (required/pattern/aria-invalid).
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#ffe293
accent#ffe293
bg#ffe293
surface#ffffff
text#3f000b
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 dog36px
A subheading in their voice22px
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
14pxAa
15pxAa
16pxAa
17pxAa
18pxAa
20pxAa
22pxAa
36pxAa
48pxAa
WEIGHTS
Aa400
Aa500
Aa700
Aa900
FAMILIES
Gazpacho · TT Norms Pro
rendered in their own type system · webfont not loaded. system fallback if uninstalled
We also looked for Playbook match, and found none on this funnel.
X-ray a funnel
