ecommerce · Aug 3, 2026
28/100 Sparse
Scores higher than 19% of 1,391 multi-step funnels we have measured. Among the 157 ecommerce funnels in that group, higher than 55%.
Measured by Roentgen 1.18 on 2026-08-03. 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. Per device: desktop 30 · mobile 25.
Walk 296 links on the entry page, 283 walkable. 2 matched a funnel step; we captured 3 pages in all, this one included.
this funnel’s coverage score across measured re-scans
measuredextracted directly from the live page. a fact, not an opinionsee their whole funnel without clicking through it. scored step by step
measuredextracted directly from the live page. a fact, not an opinionthe entry page’s own title, headline, buttons and prices — quoted, never paraphrased
measuredextracted directly from the live page. a fact, not an opinionBrüMate | Premium Insulated Tumblers, Drinkware, Coolers & Hydration Packs
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the atomic pieces — price anchors, ratings, guarantees — with their verbatim on-page text
measuredextracted directly from the live page. a fact, not an opinion
conversion tactics we could prove are present, with the on-page text that evidences each
measuredextracted directly from the live page. a fact, not an opinionFree Shipping
$34.99 | (818) 790 5-Star Reviews
4 review elements
Era FAQ
applicable tactics we checked for and did not see on any step we reached
measuredextracted directly from the live page. a fact, not an opinionAbsence 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.
contrast, mobile, typography, accessibility, weight — each with what would fix it
measuredextracted directly from the live page. a fact, not an opinion7 of 18 measured checks need work1 could not be measured — not counted either way
87% of measurable text passes WCAG AA. 4+ runs fail.
worst: “Choose Your Thirst Level” at 1:1 (40px, #ffffff on #ffffff). needs 3:1
FixRaise text/background contrast to ≥4.5:1 (≥3:1 for large text), especially on CTAs and body copy.
Smallest body text is 9px (base ~15px). below the ~16px readable floor.
FixKeep body copy ≥15-16px; reserve sub-13px for fine print only.
1 of 5 form fields have no label (+3 rely on placeholder only).
FixGive every input a <label> or aria-label; placeholders are not labels.
3 buttons/links have no accessible name (icon-only, no aria-label).
FixAdd aria-label to icon-only buttons and links.
74 stylesheets/scripts in <head> block first paint.
FixDefer non-critical JS (defer/async) and inline only critical CSS.
6 images are shipped at more than 2x the width shown.
“Era_20oz.png?v=1763659185&width=600&heig” is 475px wide, displayed at 200px
FixServe responsive sizes (srcset/sizes) matching the rendered width.
308 of 406 interactive targets are under 44×44px on mobile.
smallest: “Previous slide” at 20×20px
FixGive tappable controls a ≥44×44px hit area. the touch minimum.
3 links use generic text (“click here” / “learn more”).
FixMake link text describe its destination out of context.
a11y:The landing page has no <h1>.
FixUse exactly one <h1> as the page’s title.
a11y:8 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: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:59 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:3 elements look clickable but cannot be reached by keyboard.
FixUse <button>/<a>, or add role + tabindex="0" and a key handler.
structure:No autocomplete attributes across 3 fields. browsers cannot autofill.
FixAdd autocomplete="email"/"tel"/"name" to identity fields.
forms:At least 3.2 MB across 445 measurable resources, but 305 cross-origin resources did not expose a size. The true weight cannot be determined from the page.
weight:Mobile viewport · Language declared · Image alt text · Inline validation
palette by on-page usage · type rendered live
measuredextracted directly from the live page. a fact, not an opinionBody copy in their text role, on a surface card.
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.
layers 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.
