The funnel, frame by frame
see their whole funnel without clicking through it. scored step by stepmeasured
⤢
01
Homepage / Lander
$699 +22 more · 30% OFF · 3 proof points
Sticky CTAReviewsFree giftTrust badgesFree shippingLogo wall
⤢
02
Collections
▼ thinnest
$699 +24 more · 30% OFF · 2 proof points
Sticky CTAReviewsFree giftTrust badgesFree shippingLogo wall
⤢
03
Products
▲ strongest
$699 +12 more · 30% OFF · 3 proof points
ReviewsFree giftFAQTrust badgesFree shippingLogo wallPricing tiers
⤢
04
Pages
$699 +24 more · 30% OFF · 2 proof points
Sticky CTAReviewsCountdownFree giftTrust badgesFree shippingLogo wall
Offer
how clearly they present the deal and its valuemeasured
10/18partialpoints earned
- Anchor / strikethrough pricing
30% OFF
- Free shipping
Free Shipping
Free shipping
Not detected: per-unit price anchor and subscription / auto-ship.
Action
the path to convert. CTA, sign-up, checkoutmeasured
0/13nonepoints earned
No signals detected for this category on the captured funnel.
Not detected: proof above the fold and express wallets.
Trust
proof, social proof, and credibilitymeasured
6/17partialpoints earned
- On-page review wall
87 review elements
58 review elements
148 review elements
312 review elements
Not detected: proof at every step and money-back guarantee.
Friction
objections answered, barriers removedmeasured
10/15highpoints earned
- FAQ / objection handling
Hybrid Saucepan With Lid, 2-Qt Hot chocolate? Kids mac ‘n cheese? This is the ideal size f
- Free shipping
Free Shipping
Free shipping
Not detected: express wallets.
Value
why it’s worth it. comparison and reinforcementmeasured
0/15nonepoints earned
No signals detected for this category on the captured funnel.
Not detected: us-vs-them comparison, stacked free gifts, and per-unit price anchor.
Risk & Urgency
risk reversal and reasons to act nowmeasured
5/10partialpoints earned
- Countdown / urgency timer
12:00:00
Not detected: money-back guarantee.
UX signals
measured UX quality. contrast · mobile · type · a11y · layoutmeasured
Minor
2 flags · 10 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)
99% 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 ~16px). below the ~16px readable floor.
Keep body copy ≥15-16px; reserve sub-13px for fine print only.
NOTELine length
1 paragraph runs past ~95 characters per line.
Cap measure at ~60-75ch for comfortable reading.
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 812 content images carry alt text.
NOTEForm labels
4 form fields rely on placeholder text as the only label.
Back placeholders with a real <label>. placeholder text vanishes on input.
NEEDS WORKNamed controls
5 buttons/links have no accessible name (icon-only, no aria-label).
Add aria-label to icon-only buttons and links.
NOTELink text
2 links use generic text (“click here” / “learn more”).
Make link text describe its destination out of context.
NOTEHeading structure
The landing page has no <h1>.
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 %
accent
Body copy in their text role, on a surface card.
the roles, doing their job
The quick brown fox49px
Jumps over the lazy dog44px
A subheading in their voice24px
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
hexclad.com · 5/13 tactics · 3 proof templates · evidence-backed
# Agent Brief. build in the style of hexclad.com
> Machine-extracted from a live on-demand funnel teardown (2026-07-17). 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 → Collections → Products → Pages
## Palette (area-weighted from live CSS)
| Hex | Usage | Likely role |
|-----|------:|-------------|
| `#0a0a0a` | 43.6% | support |
| `#0e0e0e` | 35.3% | support |
| `#ffffff` | 20.5% | background |
| `#11322c` | 0.6% | support |
Curated roles: `primary=#0a0a0a` · `accent=#0a0a0a` · `bg=#ffffff` · `surface=#ffffff` · `text=#ffffff`
## Type
- Display: `din-2014`
- Body: `din-2014`
- Size scale (px): 12, 13, 14, 15, 16, 18, 20, 22, 24, 44, 49
- Radius (px): 0, 4, 6, 20
## Patterns detected (fact-based). 5/13
- **Countdown / urgency timer**. A visible countdown timer creating time pressure. _(p4: 12:00:00)_
- **Anchor / strikethrough pricing**. A struck-through original price or an "X% off" claim. _(home: 30% OFF; p2: 30% OFF; p3: 30% OFF)_
- **On-page review wall**. An embedded wall of customer reviews. _(home: 87 review elements; p2: 58 review elements; p3: 148 review elements)_
- **Free shipping**. Free shipping / delivery surfaced in the funnel. _(home: Free Shipping; p2: Free shipping; p3: Free shipping)_
- **FAQ / objection handling**. An accordion / FAQ block answering objections. _(p3: Hybrid Saucepan With Lid, 2-Qt Hot chocolate? Kids mac ‘n cheese? This is the ideal size f)_
## Proof language (harvested strings → templates)
- `{N}+ 5-Star Reviews`. e.g. "50,000+ 5-Star Reviews", "8244 Reviews"
- `Free shipping`. e.g. "Free shipping"
- `{N}% OFF`. e.g. "30% OFF"
## Funnel facts
- Depth reached: 4 step(s) (single-page MVP capture)
- Proof points: 4 across 4 step(s)
- Discount/anchor pricing: yes · Countdown: yes · Subscription: no
## 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.