The funnel, frame by frame
see their whole funnel without clicking through it. scored step by stepmeasured
⤢
01
Homepage / Lander
$26.40 +6 more · 1 proof point
Sticky CTAReviewsLogo wall
⤢
02
Collections
$26.40 +19 more · 30% Off · 2 proof points
Sticky CTAReviewsLogo wall
⤢
03
Products
▲ strongest
$43.20 +7 more · 30% Off · subscription · 30 days · 6 proof points
Sticky CTAReviewsFAQTrust badgesFree shippingLogo wall
⤢
04
Page
▼ thinnest
$26.40 +6 more · 1 proof point
Sticky CTAReviewsLogo wall
Offer
how clearly they present the deal and its valuemeasured
10/18partialpoints earned
- Anchor / strikethrough pricing
$33.00 / $39.00 / $54.00
$33.00 / $54.00 / $39.00 / $50.00 / $44.00 / $60.00 / 30% Off
$54.00 / $33.00 / $60.00 / 30% Off
- Free shipping
Free shipping
Not detected: per-unit price anchor and subscription / auto-ship.
Action
the path to convert. CTA, sign-up, checkoutmeasured
0/13nonepoints earned
No signals detected for this category on the captured funnel.
Not detected: proof above the fold and express wallets.
Trust
proof, social proof, and credibilitymeasured
9/17partialpoints earned
- On-page review wall
42 review elements
4 review elements
4.6 Rated 4.6 out of 5 stars Based on 217 reviews 5 Rated ou
- Money-back guarantee
30 day money-back guarantee
Not detected: proof at every step.
Friction
objections answered, barriers removedmeasured
10/15highpoints earned
- FAQ / objection handling
- Free shipping
Free shipping
Not detected: express wallets.
Value
why it’s worth it. comparison and reinforcementmeasured
0/15nonepoints earned
No signals detected for this category on the captured funnel.
Not detected: us-vs-them comparison, stacked free gifts, and per-unit price anchor.
Risk & Urgency
risk reversal and reasons to act nowmeasured
7/10highpoints earned
- Money-back guarantee
30 day money-back guarantee
Not detected: countdown / urgency timer.
UX signals
measured UX quality. contrast · mobile · type · a11y · layoutmeasured
Leaky
3 flags · 10 checks
Measured UX quality. flags, not opinions. Deterministic, evidence-backed, and kept separate from the conversion score.
Readability & contrast
WCAG AA on measurable text. worst offenders quoted, never a fail we can’t compute.
GOODText contrast (WCAG AA)
96% of measurable text passes WCAG AA.
Mobile & tap targets
Responsive viewport + touch-target sizes where it matters.
GOODMobile viewport
Responsive viewport meta is present.
Typography
Body size, line-height, line length. is the pitch actually readable?
NEEDS WORKBody text size
Smallest body text is 12px (base ~16px). below the ~16px readable floor.
Keep body copy ≥15-16px; reserve sub-13px for fine print only.
NOTELine length
18 paragraphs run past ~95 characters per line.
Cap measure at ~60-75ch for comfortable reading.
Accessibility hygiene
Language, alt text, form labels, named controls, headings, link clarity.
GOODLanguage declared
html[lang] is set for screen readers.
NEEDS WORKImage alt text
71 of 171 content images (42%) have no alt attribute.
Add descriptive alt to content images; alt="" for purely decorative ones.
NOTEForm labels
4 form fields rely on placeholder text as the only label.
Back placeholders with a real <label>. placeholder text vanishes on input.
NEEDS WORKNamed controls
47 buttons/links have no accessible name (icon-only, no aria-label).
Add aria-label to icon-only buttons and links.
NOTELink text
1 link uses generic text (“click here” / “learn more”).
Make link text describe its destination out of context.
NOTEHeading structure
The landing page has 2 <h1> elements (expected 1).
Use exactly one <h1> as the page’s title.
Next move
Now line it up against a competitor.
Paste any URL. We’ll run the same scan, the same rubric, and put the two funnels side by side. category by category, all measured.
Live scan · 15-25 sec · same rubric · nothing is guessed
Brand kit
palette by on-page usage · type rendered livemeasured
full palette ordered by on-page usage %
accent
Body copy in their text role, on a surface card.
the roles, doing their job
The quick brown fox40px
Jumps over the lazy dog32px
A subheading in their voice24px
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
Teardown report. copy for your LLM
the full evidence-based read: what this funnel does well, where it is thin, and the on-page proof for each. paste into any agent to learn from
ritual.com · 5/13 tactics · 6 proof templates · evidence-backed
# Agent Brief. build in the style of ritual.com
> Machine-extracted from a live on-demand funnel teardown (2026-07-17). 100% facts —
> measured tokens, detected patterns, harvested proof strings. No LLM interpretation.
> Single-page capture (MVP): homepage/landing page only, no funnel walk.
> Tokens: `tokens.json` / `tailwind.css`.
**Category (label):** —
**Funnel:** Homepage / Lander → Collections → Products → Page
## Palette (area-weighted from live CSS)
| Hex | Usage | Likely role |
|-----|------:|-------------|
| `#ffffff` | 86.2% | background |
| `#f5f7f8` | 7.5% | background |
| `#fcf8ee` | 5.4% | background |
| `#142b6f` | 0.9% | support |
| `#ffe666` | 0% | accent/brand |
Curated roles: `primary=#fcf8ee` · `accent=#fcf8ee` · `bg=#ffffff` · `surface=#f5f7f8` · `text=#142b6f`
## Type
- Display: `CircularXX`
- Body: `CircularXX`
- Size scale (px): 12, 14, 16, 18, 24, 32, 40
- Radius (px): 4, 25, 44, 500, 33554400
## Patterns detected (fact-based). 5/13
- **Anchor / strikethrough pricing**. A struck-through original price or an "X% off" claim. _(home: $33.00 / $39.00 / $54.00; p2: $33.00 / $54.00 / $39.00 / $50.00 / $44.00 / $60.00 / 30% Off; p3: $54.00 / $33.00 / $60.00 / 30% Off)_
- **On-page review wall**. An embedded wall of customer reviews. _(home: 42 review elements; p2: 4 review elements; p3: 4.6 Rated 4.6 out of 5 stars Based on 217 reviews 5 Rated ou)_
- **Free shipping**. Free shipping / delivery surfaced in the funnel. _(p3: Free shipping)_
- **Money-back guarantee**. An N-day / money-back guarantee stated. _(p3: 30 day money-back guarantee)_
- **FAQ / objection handling**. An accordion / FAQ block answering objections. _(p3: Is Synbiotic+ right for me?)_
## Proof language (harvested strings → templates)
- `limited time`. e.g. "limited time"
- `{N}% Off`. e.g. "30% Off"
- `{N} reviews`. e.g. "217 reviews"
- `{X} out of 5`. e.g. "4.6 out of 5"
- `{N} day money-back guarantee`. e.g. "30 day money-back guarantee"
- `Free shipping`. e.g. "Free shipping"
## Funnel facts
- Depth reached: 4 step(s) (single-page MVP capture)
- Proof points: 6 across 4 step(s)
- Discount/anchor pricing: yes · Countdown: no · Subscription: yes
## To replicate
Match the palette + type tokens above and deploy the detected patterns. This is a single-page capture. no cart/checkout tactics were evaluated.