their above-the-fold, as captured

UXXRAY · Teardown dossier ◉ scanned Jul 20, 2026

kettleandfire.com

ecommerce · desktop · Roentgen 1.4

Biggest quick win

91% of measurable text passes WCAG AA. 4+ runs fail. Raise text/background contrast to ≥4.5:1 (≥3:1 for large text), especially on CTAs and body copy.

3 of 13 conversion signals detected

25 /100 coverage

Sparse ★☆☆☆☆ 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 1.4; detection improves, so rescan anytime.

Score breakdown

Offer clarity 10/18
Action path 0/13
Trust & proof 6/17
Friction reduction 4/15
Value reinforcement 0/15
Risk reversal & urgency 0/10

The funnel, frame by frame

see their whole funnel without clicking through it. scored step by stepmeasured

Homepage / Lander

▲ strongest

6 tactics

20% OFF · subscription · 3 proof points

Sticky CTAReviewsSubscriptionTrust badgesFree shippingLogo wall

A

▼ thinnest

4 tactics

ReviewsTrust badgesFree shippingLogo wall

Pages

6 tactics

20% OFF · subscription · 2 proof points

Sticky CTAReviewsSubscriptionTrust badgesFree shippingLogo wall

Offer

how clearly they present the deal and its valuemeasured

10/18partialpoints earned

Anchor / strikethrough pricing20% OFF
Free shippingFree shippingFree Shipping

Tactics we scan for but didn't detect

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

per-unit price anchor
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.

Tactics we scan for but didn't detect

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

proof above the fold
express wallets

Trust

proof, social proof, and credibilitymeasured

6/17partialpoints earned

On-page review wall8 review elements4 review elements

Tactics we scan for but didn't detect

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

proof at every step
money-back guarantee

Friction

objections answered, barriers removedmeasured

4/15lowpoints earned

Free shippingFree shippingFree Shipping

Tactics we scan for but didn't detect

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

FAQ / objection handling
express wallets

Value

why it’s worth it. comparison and reinforcementmeasured

0/15nonepoints 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.

us-vs-them comparison
stacked free gifts
per-unit price anchor

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.

NEEDS WORKText contrast (WCAG AA)

91% of measurable text passes WCAG AA. 4+ runs fail.

worst: “Powered by” at 1.09:1 (13px, #ffffff on #fff5db). needs 4.5:1

Raise text/background contrast to ≥4.5:1 (≥3:1 for large text), especially on CTAs and body copy.

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 10px (base ~15px). below the ~16px readable floor.

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

NOTELine length

2 paragraphs run 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 114 content images carry alt text.

NOTELink text

1 link uses generic text (“click here” / “learn more”).

Make link text describe its destination out of context.

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#db1e14

accent#db1e14

bg#fff5db

surface#f5e3bc

text#221e1e

accent

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

the roles, doing their job

The quick brown fox70px

Jumps over the lazy dog50px

A subheading in their voice30px

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

kettleandfire.com · 3/13 tactics · 3 proof templates · evidence-backed

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

> Machine-extracted from a live on-demand funnel teardown (2026-07-20). 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 → A → Products → Pages

## Palette (area-weighted from live CSS)
| Hex | Usage | Likely role |
|-----|------:|-------------|
| `#fff5db` | 45.1% | background |
| `#221e1e` | 18.3% | support |
| `#f5e3bc` | 15.2% | background |
| `#000000` | 11.2% | support |
| `#ffffff` | 5% | background |
| `#db1e14` | 3.6% | accent/brand |
| `#fff4dd` | 1% | background |
| `#fffbf1` | 0.4% | background |

Curated roles: `primary=#db1e14` · `accent=#db1e14` · `bg=#fff5db` · `surface=#f5e3bc` · `text=#221e1e`

## Type
- Display: `Coastal`
- Body: `sans-serif`
- Size scale (px): 10, 11, 12, 13, 14, 15, 16, 18, 19, 30, 50, 70
- Radius (px): 12, 20, 25, 50, 100, 1440

## Patterns detected (fact-based). 3/13
- **Anchor / strikethrough pricing**. A struck-through original price or an "X% off" claim. _(home: 20% OFF; p4: 20% OFF)_
- **On-page review wall**. An embedded wall of customer reviews. _(home: 8 review elements; p2: 4 review elements; p4: 4 review elements)_
- **Free shipping**. Free shipping / delivery surfaced in the funnel. _(home: Free shipping; p2: Free Shipping; p4: Free shipping)_

## Proof language (harvested strings → templates)
- `{N} Reviews`. e.g. "7,462 Reviews"
- `Free shipping`. e.g. "Free shipping"
- `{N}% OFF`. e.g. "20% OFF"

## Funnel facts
- Depth reached: 3 step(s) (single-page MVP capture)
- Proof points: 3 across 2 step(s)
- Discount/anchor pricing: yes · 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.