Evidence coverage
the /100 — and the exact signals behind each category30/100
★★★★★
Sparse evidence coverage
Offer clarity13/20
Anchor / strikethrough pricingFree shippingSubscription / auto-ship
Action path0/20
no signals detected
Trust & proof6/20
On-page review wall
Friction reduction10/15
FAQ / objection handlingFree shipping
Value reinforcement0/15
no signals detected
Risk reversal & urgency0/10
no signals detected
Evidence Coverage Score: deterministic points across a fixed 6-category conversion rubric (Offer 20 · Action 20 · Trust 20 · Friction 15 · Value 15 · Risk/Urgency 10 = 100), each capped so no single area dominates. Every point traces to an on-page evidence string. It measures coverage, not quality — no opinions, no predictions.
Palette
every color by on-page usage · the roles doing their jobfull palette ordered by on-page usage %
primary#e12727
accent#e12727
bg#ffffff
surface#ededed
text#ffffff
accent
Body copy in their text role, on a surface card.
the roles, doing their job
Typography
their type system, rendered liveThe quick brown fox54px
Jumps over the lazy dog32px
A subheading in their voice28px
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
Shape
the corner-radius scale, drawn2px
3px
4px
50px
Offer & pricing
rebuilt from extracted facts — nothing inventedRECONSTRUCTION — rebuilt from extracted facts
$10.00 $39.98 $38.00$10.0015% OFF
$0.00$39.98$27.99
One-timeSubscribe · every 30 days
FREEFree Gift With Purchase
source: step 3 · Cart — every value extracted, nothing invented
The funnel
3 steps walked
1Homepage / Lander
#1 Organic and #1 Fair Trade Coffee – Death Wish Coffee
2 proof points15% OFF% offsubscription3 components
“SKIP TO CONTENT”“1 / of 2”“SHOP POWER SURGE LEARN MORE”
2Product page
Fiercely Strong Coffee | Dark Roast Coffee – Death Wish Coffee
4 proof points15% OFF% offsubscription · 30 Days6 components
“SKIP TO CONTENT”“SKIP TO PRODUCT INFORMATION”“ONE-TIME PURCHASE $1.25/oz”
3Cart
Your Shopping Cart – Death Wish Coffee
1 proof point15% OFF% offsubscription · 30 days1 free item4 components
“SKIP TO CONTENT”“CONTINUE SHOPPING”“Decrease quantity for Blueberry Bliss Suncatcher”
4Checkoutstalled
Your Shopping Cart – Death Wish Coffee
1 proof point15% OFF% offsubscription · 30 days1 free item4 components
“SKIP TO CONTENT”“CONTINUE SHOPPING”“Decrease quantity for Blueberry Bliss Suncatcher”
Tactics detected
applicable conversion tactics — click any for its evidence string·Proof at every step
·Stacked free gifts
·Countdown / urgency timer
✓Anchor / strikethrough pricing3×
home: 15% OFF pdp: 15% OFF cart: $10.00 / $39.98 / $38.00 / 15% OFF
✓Subscription / auto-ship
cart: every 30 days
·Per-unit price anchor
·Us-vs-them comparison
✓On-page review wall2×
home: review wall pdp: review wall
·Express wallets
✓Free shipping
pdp: free shipping
·Money-back guarantee
✓FAQ / objection handling3×
home: FAQ/accordion pdp: FAQ/accordion cart: FAQ/accordion
·Proof above the fold
Proof & trust language
the social-proof strings, harvestedlimited time — limited time (1)
{N}% OFF — 15% OFF (1)
{N} Reviews — 4717 Reviews (1)
{X} out of 5 — 4.8 out of 5 (1)
Free shipping — Free shipping (1)
Build brief — copy for your agent
the whole teardown as one grounded spec: tokens · proof language · detected tactics · funnel facts# Agent Brief — build in the style of deathwishcoffee.com
> Machine-extracted from a live funnel teardown (2026-07-07). 100% facts — measured
> tokens, detected patterns, harvested proof strings. No LLM interpretation.
> Tokens: `tokens.json` / `tailwind.css`.
**Category (label):** —
**Funnel:** Homepage / Lander → Product page → Cart → Checkout
## Palette (area-weighted from live CSS)
| Hex | Usage | Likely role |
|-----|------:|-------------|
| `#000000` | 75% | support |
| `#e12727` | 9.8% | accent/brand |
| `#201e1d` | 9.6% | support |
| `#ffffff` | 5.4% | background |
| `#666666` | 0.1% | support |
| `#757575` | 0% | support |
| `#ededed` | 0% | background |
| `#262626` | 0% | support |
Curated roles: `primary=#e12727` · `accent=#e12727` · `bg=#ffffff` · `surface=#ededed` · `text=#ffffff`
## Type
- Display: `Revans-Bold`
- Body: `Fenomen-Sans-Bold`
- Size scale (px): 12, 14, 16, 18, 20, 22, 28, 32, 54
- Radius (px): 2, 3, 4, 50
## Patterns detected (fact-based) — 5/13
- **Anchor / strikethrough pricing** — A struck-through original price or an "X% off" claim. _(home: 15% OFF; pdp: 15% OFF; cart: $10.00 / $39.98 / $38.00 / 15% OFF)_
- **Subscription / auto-ship** — A recurring delivery interval detected on the cart or checkout step. _(cart: every 30 days)_
- **On-page review wall** — An embedded wall of customer reviews. _(home: review wall; pdp: review wall)_
- **Free shipping** — Free shipping / delivery surfaced in the funnel. _(pdp: free shipping)_
- **FAQ / objection handling** — An accordion / FAQ block answering objections. _(home: FAQ/accordion; pdp: FAQ/accordion; cart: FAQ/accordion)_
## Proof language (harvested strings → templates)
- `limited time` — e.g. "limited time"
- `{N}% OFF` — e.g. "15% OFF"
- `{N} Reviews` — e.g. "4717 Reviews"
- `{X} out of 5` — e.g. "4.8 out of 5"
- `Free shipping` — e.g. "Free shipping"
## Funnel facts
- Depth reached: 3 steps
- Proof points: 5 across 3 steps
- Free-gift line items (max on a step): 1
- Discount/anchor pricing: yes · Countdown: no · Subscription: yes
- Price continuity lander→checkout: not detected
## To replicate
Match the palette + type tokens above, deploy the detected patterns at the same funnel positions, and reuse the proof-language templates with your own numbers.