pupgum.com

# Funnel Teardown — pupgum.com

> An evidence-based read of pupgum.com's live conversion funnel, captured 2026-07-10.
> Every claim is measured from the page; each detected tactic carries the exact
> on-page string it fired on. Deterministic extraction — no LLM opinion. Read this
> to understand WHY this funnel converts (or leaks) — the persuasion principles it
> uses and the ones it's missing. It is a report to learn from, not a template to clone.

**Funnel type:** ecommerce
**Evidence Coverage Score:** 80/100 (Strong)
**Path captured:** Homepage / Lander → Product page (Medium Dogs) → Cart / add-to-cart drawer → Checkout

## Scorecard — where the points come from
| Category | Earned |
|----------|-------:|
| Offer clarity | 13 / 18 |
| Action path | 13 / 13 |
| Trust & proof | 17 / 17 |
| Friction reduction | 15 / 15 |
| Value reinforcement | 5 / 15 |
| Risk reversal & urgency | 7 / 10 |

## What's working — tactics in play, with proof
Each is a persuasion mechanism the funnel actually deploys; the quoted string is the on-page evidence.
- **Proof at every step** — Social proof (reviews / ratings / counts) present across most funnel steps.  
  _Proof:_ `home: 923 reviews`, `pdp: 923 reviews`, `cart: 923 reviews`
- **Stacked free gifts** — Two or more $0 / FREE line items on the cart or checkout step.  
  _Proof:_ `cart: FREE Mystery Tote 07/08/2026 Nicole`, `cart: FREE Mystery Tote`
- **Anchor / strikethrough pricing** — A struck-through original price or an "X% off" claim.  
  _Proof:_ `home: $31.00 / 20% OFF`, `pdp: $31.00 / SAVE 15%`, `cart: $31.00 / 20% OFF`
- **Subscription / auto-ship** — A recurring delivery interval detected on the cart or checkout step.  
  _Proof:_ `cart: every 2 weeks`, `checkout: every 2 weeks`
- **On-page review wall** — An embedded wall of customer reviews.  
  _Proof:_ `home: review widget`, `pdp: review widget`, `cart: review widget`
- **Express wallets** — One-tap wallets (Shop Pay / PayPal / G Pay) offered.  
  _Proof:_ `checkout: express wallet (embedded)`
- **Free shipping** — Free shipping / delivery surfaced in the funnel.  
  _Proof:_ `home: Free shipping`, `pdp: Free shipping`, `cart: Free shipping`
- **Money-back guarantee** — An N-day / money-back guarantee stated.  
  _Proof:_ `home: 30-DAY GUARANTEE`, `pdp: 30-DAY MONEY-BACK GUARANTEE`, `cart: 30-DAY MONEY-BACK GUARANTEE`
- **FAQ / objection handling** — An accordion / FAQ block answering objections.  
  _Proof:_ `home: Is PupGum actually gum?`, `pdp: What is the 30-Day Guarantee?`, `cart: What is the 30-Day Guarantee?`
- **Proof above the fold** — Social proof rendered within the first viewport on at least one step.  
  _Proof:_ `pdp: proof in first viewport`, `cart: proof in first viewport`

## What's missing — gaps for a ecommerce funnel
Conversion tactics that apply to this funnel type but weren't found — the openings a competitor could exploit:
- **Countdown / urgency timer** — not detected. A visible countdown timer creating time pressure.
- **Per-unit price anchor** — not detected. Price reframed per serving / day / use to shrink perceived cost.
- **Us-vs-them comparison** — not detected. A comparison table framing the brand against alternatives.

## Proof language observed
The exact phrasing this funnel uses to build credibility — study the *mechanism* (specific numbers, named counts, guarantees), not the wording:
- `{N} reviews` — e.g. "923 reviews"
- `{N}-DAY MONEY-BACK GUARANTEE` — e.g. "30-DAY GUARANTEE", "30-DAY MONEY-BACK GUARANTEE"
- `Free shipping` — e.g. "Free shipping"
- `Limited Time` — e.g. "Limited Time"
- `{N}% OFF` — e.g. "20% OFF", "SAVE 15%"

## Measured design signals (facts, not a style to copy)
- Palette, area-weighted from live CSS:

| Hex | Usage | Likely role |
|-----|------:|-------------|
| `#ffffff` | 80% | background |
| `#e7f3fb` | 5.2% | background |
| `#9dcdee` | 4.9% | support |
| `#9fcdff` | 3% | support |
| `#ffe800` | 2.1% | accent/brand |
| `#ffa1c6` | 2% | support |
| `#e6f3fb` | 0.9% | background |
| `#000000` | 0.8% | support |

- Type: display `Monument Grotesk Mono`, body `Monument Grotesk Mono` · size scale (px): 12, 16, 18, 20, 24, 25, 32, 36, 45, 48, 72, 96 · radius (px): 2, 3, 4, 8, 11, 12, 16, 18, 24, 30, 50

## Funnel facts
- Depth reached: 4 steps
- Proof points: 7 across 4 steps
- Free-gift line items (max on a step): 2
- Discount/anchor pricing: yes · Countdown: no · Subscription: yes
- Price continuity lander→checkout: yes ($26.35)

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_Full machine data: `tokens.json`, and the JSON bundle at api.uxxray.com. The value here is the analysis of a real competitor's funnel — what it does, what it doesn't, and the evidence for each._