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
2 tactics
ecommerce · Sep 17, 2026
nike.com
We found more conversion tactics here than on 38% of the 211 multi-step e-commerce funnels we have measured.
1 conversion tactic detected
1 page walked · measured by Roentgen 1.27.0
Measured from a 1-page capture. We did not walk past the entry page, so signals that live deeper in a funnel could not be seen.
How this was measured
Measured by Roentgen 1.27.0 on 2026-09-17. 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 1,781 multi-step funnels, more conversion tactics than 20% of them.
The short version, in 4 parts
-
Proven on the page
1 conversion tactic detected, each backed by text on the page
- Offers free shipping
free shipping
-
Not seen
14 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.
+ 11 more
-
Flagged
4 of 11 build checks flagged, each with a fix
- Body text size
- Smallest sampled text is 12px, below the 13px floor this check uses.
- Named controls
- 730 buttons/links have no accessible name (icon-only, no aria-label).
- Page weight
- At least 6.7 MB across 281 measurable resources. 421 cross-origin resources did not expos…
+ 1 more
-
In their words
The headline:
BODY OBSESSED
- Promise
Inspiring the world's athletes, Nike delivers innovative products, experiences and services.
What we recorded
The funnel, frame by frame
1 step walkedsee their whole funnel without clicking through it. scored step by step
measuredextracted directly from the live page. a fact, not an opinion
In 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
Nike. Just Do It. Nike.com
- Meta description
Inspiring the world's athletes, Nike delivers innovative products, experiences and services.
- Headline
BODY OBSESSED
- Section headings
TRENDING
Africa
Americas
Asia Pacific
Europe
Middle East
NEW SEASON. NO LIMITS.
WEAR YOUR ALLEGIANCE
+4 more, not shown- Buttons and links
Watch
Shop All
United States
Guides
Join Us
Shop
Shop NFL Rivalries
Shop Kids
Order Status
Order Cancellation
What we found
1 tacticconversion tactics we could prove are present, with the on-page text that evidences each
measuredextracted directly from the live page. a fact, not an opinionoffer1 of 4
Offers free shipping
free shipping
What we didn’t find
14 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 see14 of 15 applicable
FAQ / objection handling
1,615 of the 2,420 funnels we checked
Press / "as seen in"
642 of the 2,417 funnels we checked
Us-vs-them comparison
441 of the 2,420 funnels we checked
Proof above the fold
381 of the 2,420 funnels we checked
Scarcity / urgency copy
125 of the 2,417 funnels we checked
Anchor / strikethrough pricing
116 of the 238 ecommerce funnels we checked
On-page review wall
95 of the 238 ecommerce funnels we checked
Express wallets
41 of the 238 ecommerce funnels we checked
Money-back guarantee
33 of the 238 ecommerce funnels we checked
Proof at every step
26 of the 238 ecommerce funnels we checked
Countdown / urgency timer
18 of the 238 ecommerce funnels we checked
Per-unit price anchor
11 of the 238 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
11 run · 4 flaggedcontrast, mobile, typography, accessibility, weight — each with what would fix it
measuredextracted directly from the live page. a fact, not an opinion4 of 11 measured checks need work
Named controls
a11y:730 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 6.7 MB across 281 measurable resources. 421 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:13 stylesheets/scripts in <head> block first paint.
FixDefer non-critical JS (defer/async) and inline only critical CSS.
Worth knowing2
Heading levels
17 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
2 elements look clickable but cannot be reached by keyboard.
FixUse <button>/<a>, or add role + tabindex="0" and a key handler.
structure:Clear5
Text contrast (WCAG AA) · Mobile viewport · Language declared · Image alt text · Inline validation
This funnel: 98% of text passes AA · top corpus funnels average 93%.
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 %
accent#ffffff
bg#ffffff
surface#f5f5f5
text#707072
See the roles applied
accent
Body copy in their text role, on a surface card.
the roles, doing their job
The quick brown fox76px
Jumps over the lazy dog20px
A subheading in their voice16px
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
16pxAa
20pxAa
76pxAa
WEIGHTS
Aa400
Aa500
Aa700
FAMILIES
Nike Futura ND · Helvetica Now Text Medium
rendered in their own type system · webfont not loaded. system fallback if uninstalled
Measured, found none
2 of 8 layerslayers we ran on this funnel that came back empty
measuredextracted directly from the live page. a fact, not an opinionElements — the atomic pieces — price anchors, ratings, guarantees — with their verbatim on-page text
Playbook match — which funnel play this page runs — measured, evidence-quoted
We ran these passes 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.
