Smallest body text is 10px (base ~14px). below the ~16px readable floor.
fix Keep body copy ≥15-16px; reserve sub-13px for fine print only.
01
Homepage / Lander
2 tactics
saas · Aug 9, 2026
pawsbook.pet
20/100 Sparse
Scores above 36% of 525 entry-page captures we have measured. Among the 289 saas funnels in that group, above 23%.
Walk 1 link seen on the entry page, and none were walkable past it. We only follow a[href], so a funnel behind a button or a login would not appear here.
How this was measured
Coverage is detection coverage, not a verdict — it counts the conversion tactics we could prove are present, out of the 11 that apply to a saas funnel.
Measured by Roentgen 1.21, one of our versioned rulesets. A capture is read once and its measurements freeze there, so the stamp says which ruleset read this one.
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
PawsMatch
- Meta description
PawsMatch - Connecting Pets, People and Purpose
- Headline
Where Pets Make Fur-ever Friends!
- Section headings
Key Features
Trusted Partners
Social Events & Pet Communities
Who Benefits from PawsMatch?
PawsMatch Digital Pet ID
Activity Tracking & Recommendations
Advanced NLP Search
Latest News
+5 more, not shown- Buttons and links
Home
Discover
Furry World
Community
Social Events
Login
Register
Search Location
Use My Location
Social & Community
+2 more, not shown
Sections
1 identified
structural bands identified on this funnel, cropped from its own capture
measuredextracted directly from the live page. a fact, not an opinion
What we found
2 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 opinionTrust & proof2 of 2
Shows customer logos or a trusted-by claim
logos: PawsMatch, Kaylie's profile, PawsMatch: Adding a Pet, PawsMatch - My Pawstory, Paws
Puts a number on adoption
3,000 Users
Value reinforcement1 of 2
Puts a number on adoption
3,000 Users
What we didn’t find
9 of 11 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 see9 of 11 applicable
FAQ / objection handling
1175 of 1777 measured funnels run this
Free trial / freemium
974 of 1248 measured funnels run this
Pricing tiers
636 of 1248 measured funnels run this
Press / "as seen in"
448 of 1769 measured funnels run this
Demo / docs entry
440 of 1256 measured funnels run this
Lead-capture form
310 of 1256 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
Scarcity / urgency copy
94 of 1769 measured funnels run this
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
14 run · 5 flaggedcontrast, mobile, typography, accessibility, weight — each with what would fix it
measuredextracted directly from the live page. a fact, not an opinionReadability & contrast1 flagged
Text contrast (WCAG AA) needs workcontrast:text-contrast-wcag-aa
90% of measurable text passes WCAG AA. 4+ runs fail. 19% of text was unmeasurable (over images/gradients). not counted either way.
worst: “-83.7% 30d” at 3.3:1 (10px, #16a34a on #ffffff). needs 4.5:1
fix Raise text/background contrast to ≥4.5:1 (≥3:1 for large text), especially on CTAs and body copy.
Mobile & tap targetsclear
Mobile viewport passesmobile:mobile-viewport
Responsive viewport meta is present.
Typography1 flagged
Body text size needs worktype:body-text-size
Line length notetype:line-length
7 paragraphs run past ~95 characters per line.
fix Cap measure at ~60-75ch for comfortable reading.
Accessibility hygiene1 flagged
Language declared passesa11y:language-declared
html[lang] is set for screen readers.
Image alt text passesa11y:image-alt-text
All 63 content images carry alt text.
Form labels needs worka11y:form-labels
1 of 2 form fields have no label.
fix Give every input a <label> or aria-label; placeholders are not labels.
Heading levels notea11y:heading-levels
7 headings skip 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.
Skip link notea11y:skip-link
No same-page “skip to content” link was found. Keyboard users tab through the whole nav on every page.
fix Add a first-in-DOM <a href="#main"> that is visible on focus.
Weight & delivery2 flagged
Page weight needs workweight:page-weight
At least 11.0 MB across 23 measurable resources. 67 cross-origin resources did not expose a size, so the real total is higher.
fix Compress and lazy-load below-the-fold media; drop unused third-party scripts.
Render-blocking resources passesweight:render-blocking-resources
3 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
29 images are shipped at more than 2x the width shown.
“9ea92a09-9bcc-4fae-affc-7a822d48d17e_176” is 1200px wide, displayed at 128px
fix Serve responsive sizes (srcset/sizes) matching the rendered width.
Structure & reachabilityclear
Landmark regions notestructure:landmark-regions
No <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
38 elements look clickable but cannot be reached by keyboard.
“PawsMatch”, “PawsMatch”, “Meet Kaylie View Profile”
fix Use <button>/<a>, or add role + tabindex="0" and a key handler.
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#2c3e50
accent#2c3e50
bg#ffffff
surface#fafbff
text#546e7a
See the roles applied
accent
Body copy in their text role, on a surface card.
the roles, doing their job
The quick brown fox54px
Jumps over the lazy dog34px
A subheading in their voice26px
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
10pxAa
11pxAa
12pxAa
13pxAa
14pxAa
15pxAa
16pxAa
17pxAa
20pxAa
26pxAa
34pxAa
54pxAa
WEIGHTS
Aa400
Aa500
Aa600
Aa700
Aa800
FAMILIES
Poppins
rendered in their own type system · webfont not loaded. system fallback if uninstalled
We also looked for Elements and Playbook match, and found none on this funnel.
X-ray a funnel
