ecommerce · Aug 10, 2026

airbnb.com

5/100 Sparse

Scores higher than 3% of 1,391 multi-step funnels we have measured. Among the 157 ecommerce funnels in that group, higher than 7%.

1 conversion tactic detected
2 pages captured
13 UX checks
4 flagged

How this was measured

Measured by Roentgen 1.21.0 on 2026-08-10. A capture is read once and its measurements freeze there, so the stamp says which ruleset read this one.

Coverage 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.

Walk 70 links on the entry page, 42 walkable. 1 matched a funnel step; we captured 2 pages in all, this one included.

Captured Giftcards — Step 1 · Giftcards1 / 2

What we recorded

The funnel, frame by frame

2 steps walked

see their whole funnel without clicking through it. scored step by step

measured

Giftcards

2 tactics

$10,000

Sticky CTAFAQ

Page

2 tactics

$100 +3 more

FAQLogo wall

In their own words

22 quoted

the entry page’s own title, headline, buttons and prices — quoted, never paraphrased

measured

Page title: Airbnb Travel Gift Card
Meta description: Buy and send an Airbnb gift card to friends and family. The perfect start to any journey.
Headline: Airbnb gift cards
Section headings: You give. They go.Gift cards for businessFAQsFrequently asked questionsSite FooterPick your designWhat they wantEasy to send+4 more, not shown
Buttons and links: English (US)$ USDBuy nowBuy gift cards in bulkGet startedJoin a free hosting class
Prices on the page: $10,000

What we found

1 tactic

conversion tactics we could prove are present, with the on-page text that evidences each

measured

Friction reduction1 of 3

Answers buyer objections FAQs

What we didn’t find

14 of 15 applicable

applicable tactics we checked for and did not see on any step we reached

measured

What we didn’t see14 of 15 applicable

Press / "as seen in" 508 of the 1,960 funnels we checked

Us-vs-them comparison 332 of the 1,968 funnels we checked

Proof above the fold 314 of the 1,968 funnels we checked

Scarcity / urgency copy 101 of the 1,960 funnels we checked

Anchor / strikethrough pricing 98 of the 185 ecommerce funnels we checked

On-page review wall 91 of the 185 ecommerce funnels we checked

Free shipping 72 of the 185 ecommerce funnels we checked

Express wallets 31 of the 185 ecommerce funnels we checked

Money-back guarantee 31 of the 185 ecommerce funnels we checked

Proof at every step 27 of the 185 ecommerce funnels we checked

Countdown / urgency timer 15 of the 185 ecommerce funnels we checked

Per-unit price anchor 9 of the 185 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

13 run · 4 flagged

contrast, mobile, typography, accessibility, weight — each with what would fix it

measured

4 of 12 measured checks need work1 could not be measured — not counted either way

Body text size

type:body-text-size

Smallest body text is 12px (base ~16px). below the ~16px readable floor.

FixKeep body copy ≥15-16px; reserve sub-13px for fine print only.

Line height

type:line-height

Body line-height is 1.25×. tight enough to hurt readability.

FixSet body line-height to ~1.4-1.6×.

Oversized images

weight:oversized-images

12 images are shipped at more than 2x the width shown.

“2025_Belo_Thumbnail_v01.png” is 1832px wide, displayed at 120px

FixServe responsive sizes (srcset/sizes) matching the rendered width.

Worth knowing4

Line length

3 paragraphs run past ~95 characters per line.

FixCap measure at ~60-75ch for comfortable reading.

type:line-length

Keyboard reachability

4 elements look clickable but cannot be reached by keyboard.

FixUse <button>/<a>, or add role + tabindex="0" and a key handler.

structure:keyboard-reachability

Not measurable1

Page weight

At least 4.3 MB across 105 measurable resources, but 48 cross-origin resources did not expose a size. The true weight cannot be determined from the page.

weight:page-weight

Clear4

Text contrast (WCAG AA) · Mobile viewport · Image alt text · Render-blocking resources

Brand kit

5 colour roles

palette by on-page usage · type rendered live

measured

full palette ordered by on-page usage %

primary#ffffff

accent#ffffff

bg#ffffff

surface#f7f7f7

text#222222

See the roles applied

accent

Body copy in their text role, on a surface card.

the roles, doing their job

The quick brown fox148px

Jumps over the lazy dog60px

A subheading in their voice48px

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

26pxAa

32pxAa

48pxAa

60pxAa

148pxAa

WEIGHTS

Aa400

Aa500

FAMILIES

Airbnb Cereal VF

rendered in their own type system · webfont not loaded. system fallback if uninstalled

Measured, found none

3 of 9 layers

layers we ran on this funnel that came back empty

measured

Sections — structural bands identified on this funnel, cropped from its own capture

Elements — the atomic pieces — price anchors, ratings, guarantees — with their verbatim on-page text

Playbook match — which funnel play this page runs — measured, evidence-quoted

We ran these passes 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.

X-ray a funnel