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
Homeowners Insurance
4 tactics
ecommerce · Sep 24, 2026
policygenius.com
We found more conversion tactics here than on 69% of the 223 multi-step e-commerce funnels we have measured.
5 conversion tactics detected
4 pages walked · measured by Roentgen 1.27.0
How this was measured
Measured by Roentgen 1.27.0 on 2026-09-24. 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 1,864 multi-step funnels, more conversion tactics than 53% of them.
Walk 80 links on the entry page, 66 walkable. 6 matched a funnel step; we captured 4 pages in all, this one included.
The short version, in 5 parts
-
Proven on the page
5 conversion tactics detected, each backed by text on the page
- Displays a wall of customer reviews
6 review elements
- Backs the purchase with a money-back guarantee
30-day money-back guarantee
- Answers buyer objections
Is homeowners insurance required? Typically, home insurance policies are not required by l
+ 2 more with evidence
-
Not seen
10 of 15 applicable tactics we checked for and did not see
- Us-vs-them comparison
- A comparison table framing the brand against alternatives.
- Scarcity / urgency copy
- Scarcity or time-pressure copy ("only N left", "selling fast", "limited time")…
- Anchor / strikethrough pricing
- A struck-through original price or an "X% off" claim.
+ 7 more
-
Flagged
4 of 19 build checks flagged, each with a fix
- Body text size
- Smallest sampled text is 12px, below the 13px floor this check uses.
- Named controls
- 21 buttons/links have no accessible name (icon-only, no aria-label).
- Oversized images
- 40 images are shipped at more than 2x the width shown.
+ 1 more
-
Walked
4 pages walked, Homeowners Insurance to Auto Insurance
- Step 1
- Homeowners Insurance
- Step 2
- Life Insurance
- Step 3
- Reviews
+ 1 more step
-
In their words
The headline:
Your perfect home insurance plan is just a quote away.
- Promise
Compare home insurance quotes from the best companies for free through the Policygenius online marketplace an…
What we recorded
Progress
4 scans
this funnel’s coverage score across measured re-scans
measuredextracted directly from the live page. a fact, not an opinion
Unchanged across 4 scans
Same 5 conversion tactics detected since 2026-07-30.
- 5 tactics 2026-07-30
- 5 tactics 2026-08-02
- 5 tactics 2026-08-03
- 5 tactics 2026-09-24
The funnel, frame by frame
4 steps walkedsee their whole funnel without clicking through it. scored step by step
measuredextracted directly from the live page. a fact, not an opinionIn 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
Free Home Insurance Quotes in Minutes | Policygenius
- Meta description
Compare home insurance quotes from the best companies for free through the Policygenius online marketplace and save on your coverage today.
- Headline
Your perfect home insurance plan is just a quote away.
- Section headings
Not sure where to start?
What homeowners insurance coveragetypes are there?
How much home insurance do youneed?
Why compare homeowners insurance quotes with Policygenius?
Learn, compare, and buy with Policygenius
Frequently asked questions.
Finished scrolling? Start saving .
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+8 more, not shown- Buttons and links
Sign in
Get Started
Read More Guides
Is homeowners insurance required?
What doesn’t homeowners insurance cover?
How can I lower my home insurance premium?
How to buy life insurance
How to buy homeowners insurance
How to buy car insurance
Sections
5 identified
structural bands identified on this funnel, cropped from its own capture
measuredextracted directly from the live page. a fact, not an opinion
Elements
2 harvested
the atomic pieces — price anchors, ratings, guarantees — with their verbatim on-page text
measuredextracted directly from the live page. a fact, not an opinion
What we found
5 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 opinionproof4 of 5
Displays a wall of customer reviews
6 review elements
Backs the purchase with a money-back guarantee
30-day money-back guarantee
Puts proof in the first viewport
Life insurance company reviews (2024)
Shows press logos or an as-seen-in claim
featured in
objection1 of 2
Answers buyer objections
Is homeowners insurance required? Typically, home insurance policies are not required by l
What we didn’t find
10 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 see10 of 15 applicable
Us-vs-them comparison
467 of the 2,525 funnels we checked
Scarcity / urgency copy
131 of the 2,522 funnels we checked
Anchor / strikethrough pricing
127 of the 251 ecommerce funnels we checked
Free shipping
81 of the 251 ecommerce funnels we checked
Express wallets
46 of the 251 ecommerce funnels we checked
Proof at every step
28 of the 251 ecommerce funnels we checked
Countdown / urgency timer
24 of the 251 ecommerce funnels we checked
Per-unit price anchor
12 of the 251 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
19 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 18 measured checks need work1 could not be measured — not counted either way
Named controls
a11y:21 buttons/links have no accessible name (icon-only, no aria-label).
FixAdd aria-label to icon-only buttons and links.
Oversized images
weight:40 images are shipped at more than 2x the width shown.
“2023-05_Auto_insurance_affordability_sur” is 1920px wide, displayed at 325px
FixServe responsive sizes (srcset/sizes) matching the rendered width.
Tap-target size (mobile)
mobile:463 of 605 interactive targets are under 44×44px on mobile.
smallest: “Play video” at 31×34px
FixGive tappable controls a ≥44×44px hit area. the touch minimum.
Worth knowing8
Line length
11 paragraphs run past ~95 characters per line.
FixCap measure at ~60-75ch for comfortable reading.
type:Form labels
5 form fields rely on placeholder text as the only label.
FixBack placeholders with a real <label>. placeholder text vanishes on input.
a11y:Link text
9 links use generic text (“click here” / “learn more”).
FixMake link text describe its destination out of context.
a11y:Heading levels
77 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:Skip link
No same-page “skip to content” link was found. Keyboard users tab through the whole nav on every page.
FixAdd a first-in-DOM <a href="#main"> that is visible on focus.
a11y:Label in name
6 controls have an aria-label that does not contain its visible text, so voice-control users cannot activate it by saying what they see.
FixMake the accessible name start with the visible label text.
a11y:Landmark regions
No <header> landmark. screen-reader users cannot jump between regions.
FixWrap the page in <header>, <main> and <footer> (or matching ARIA roles).
structure:Autocomplete hints
No autocomplete attributes across 13 fields. browsers cannot autofill.
FixAdd autocomplete="email"/"tel"/"name" to identity fields.
forms:Not measurable1
Page weight
At least 1.1 MB across 112 measurable resources, but 558 cross-origin resources did not expose a size. The true weight cannot be determined from the page.
weight:Clear6
Text contrast (WCAG AA) · Mobile viewport · Language declared · Image alt text · Render-blocking resources · Inline validation
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#eb6424
accent#eb6424
bg#ffffff
surface#f7f5f3
text#131212
See the roles applied
accent
Body copy in their text role, on a surface card.
the roles, doing their job
The quick brown fox64px
Jumps over the lazy dog40px
A subheading in their voice36px
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
14pxAa
16pxAa
18pxAa
20pxAa
28pxAa
36pxAa
40pxAa
64pxAa
WEIGHTS
Aa400
Aa500
Aa700
FAMILIES
Victor Serif · Suisse Intl
rendered in their own type system · webfont not loaded. system fallback if uninstalled
Measured, found none
1 of 10 layerslayers we ran on this funnel that came back empty
measuredextracted directly from the live page. a fact, not an opinionPlaybook match — which funnel play this page runs — measured, evidence-quoted
We ran this pass 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.
