Smallest body text is 12px (base ~12px). below the ~16px readable floor.
fix Keep body copy ≥15-16px; reserve sub-13px for fine print only.
01
Homepage / Lander
2 tactics
ecommerce · Jul 11, 2026
nike.com
10/100 Sparse
Scores above 18% of 1,252 multi-step funnels we have measured. Among the 151 ecommerce funnels in that group, above 54%.
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
Coverage is detection coverage, not a verdict — it counts the conversion tactics we could prove are present, out of the 13 that apply to an ecommerce funnel. Per device: desktop 10 · mobile 10.
What we recorded
The funnel, frame by frame
1 step walkedIn their own words
30 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
Celebrating History
- Section headings
DIAMOND CLASSICS
LOCK IN. LEVEL UP.
Lock In. Level Up.
TRENDING
Africa
Americas
HIS LEGEND LIVES ON
FRENCH ARTISTRY
+4 more, not shown- Buttons and links
United States
Guides
Join Us
Shop Cristiano Ronaldo
Shop France
Shop England
Shop Soccer
Shop
Shop the Collection
Shop Baseball
+2 more, not shown
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 opinionOffer clarity1 of 4
Offers free shipping
free shipping
Friction reduction1 of 3
Offers free shipping
free shipping
What we didn’t find
12 of 13 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 13 applicable
FAQ / objection handling
1175 of 1777 measured funnels run this
Us-vs-them comparison
304 of 1777 measured funnels run this
Proof above the fold
292 of 1777 measured funnels run this
Anchor / strikethrough pricing
94 of 177 measured funnels run this
On-page review wall
89 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
Proof at every step
27 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
6 run · 2 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
97% of measurable text passes WCAG AA.
Mobile & tap targets1 flagged
Mobile viewport passesmobile:mobile-viewport
Responsive viewport meta is present.
Tap-target size (mobile) needs workmobile:tap-target-size-mobile
217 of 291 interactive targets are under 44×44px on mobile.
smallest: “Search” at 36×36px
fix Give tappable controls a ≥44×44px hit area. the touch minimum.
Typography1 flagged
Body text size needs worktype:body-text-size
Accessibility hygiene1 flagged
Language declared passesa11y:language-declared
html[lang] is set for screen readers.
Image alt text passesa11y:image-alt-text
All 76 content images carry alt text.
Named controls needs worka11y:named-controls
656 buttons/links have no accessible name (icon-only, no aria-label).
fix Add aria-label to icon-only buttons and links.
This funnel: 97% 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 %
primary#ffffff
accent#ffffff
bg#ffffff
surface#e5e5e5
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 dog24px
A subheading in their voice20px
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
24pxAa
76pxAa
WEIGHTS
Aa400
Aa500
Aa700
FAMILIES
Helvetica Now Display Medium · Helvetica Now Text Medium
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
