Body text size
type:Smallest body text is 10px (base ~16px). below the ~16px readable floor.
FixKeep body copy ≥15-16px; reserve sub-13px for fine print only.
01
Homepage / Lander
3 tactics
$3 +1 more · 3 proof points
saas · Aug 3, 2026
ethoslife.com
30/100 Sparse
Scores higher than 19% of 1,391 multi-step funnels we have measured. Among the 1,074 saas funnels in that group, higher than 11%.
How this was measured
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 11 that apply to a saas funnel.
Walk 59 links on the entry page, 48 walkable. 1 matched a funnel step; we captured 2 pages in all, this one included.
What we recorded
Progress
4 scans
this funnel’s coverage score across measured re-scans
measuredextracted directly from the live page. a fact, not an opinion
Unchanged across 4 scans
Same 3 conversion tactics detected since 2026-07-21.
- 3 tactics 2026-07-21
- 3 tactics 2026-07-30
- 3 tactics 2026-08-02
- 3 tactics 2026-08-03
The funnel, frame by frame
2 steps walkedIn their own words
20 quotedthe entry page’s own title, headline, buttons and prices — quoted, never paraphrased
measuredextracted directly from the live page. a fact, not an opinion- Page title
Ethos | Affordable Online Life Insurance & Instant Quotes
- Meta description
Get an instant life insurance quote online today! Ethos makes life insurance easy by offering you a dependable quote in seconds.
- Headline
Life insurance for any budget
- Section headings
Not sure where to begin?
Boomer Esiason
If you're new to life insurance, you're not alone. Find answers to common questions here.
- Buttons and links
Check my price
Which insurance policy do I need?
How does Ethos work?
How much life insurance do I need?
Is my employer life insurance enough?
Learn more
What does life insurance cover?
What kind of life insurance does Ethos offer?
Who is eligible to apply?
Does Ethos offer a money-back guarantee?
+2 more, not shown- Prices on the page
$3
$898
Elements
2 harvested
the atomic pieces — price anchors, ratings, guarantees — with their verbatim on-page text
measuredextracted directly from the live page. a fact, not an opinion
What we found
3 tacticsconversion tactics we could prove are present, with the on-page text that evidences each
measuredextracted directly from the live page. a fact, not an opinionAction path1 of 4
Puts proof in the first viewport
4.9 6,000+ reviews on Trustpilot
Trust & proof1 of 2
Shows customer logos or a trusted-by claim
logos: Kids covering faces, Trustpilot stars rating, green star, TrustPilot Review Stars,
Friction reduction1 of 2
Answers buyer objections
If you're new to life insurance, you're not alone. Find answers to common questions here.
What we didn’t find
8 of 11 applicableapplicable tactics we checked for and did not see on any step we reached
measuredextracted directly from the live page. a fact, not an opinionWhat we didn’t see8 of 11 applicable
Free trial / freemium
1,084 of the 1,385 SaaS funnels we checked
Pricing tiers
699 of the 1,385 SaaS funnels we checked
Press / "as seen in"
508 of the 1,960 funnels we checked
Demo / docs entry
477 of the 1,393 funnels we checked
Lead-capture form
342 of the 1,393 funnels we checked
Us-vs-them comparison
332 of the 1,968 funnels we checked
Usage / adoption proof
237 of the 1,539 funnels we checked
Scarcity / urgency copy
101 of the 1,960 funnels we checked
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 · 2 flaggedcontrast, mobile, typography, accessibility, weight — each with what would fix it
measuredextracted directly from the live page. a fact, not an opinion2 of 12 measured checks need work1 could not be measured — not counted either way
Render-blocking resources
weight:22 stylesheets/scripts in <head> block first paint.
FixDefer non-critical JS (defer/async) and inline only critical CSS.
Worth knowing6
Line length
10 paragraphs run past ~95 characters per line.
FixCap measure at ~60-75ch for comfortable reading.
type:Link text
1 link uses generic text (“click here” / “learn more”).
FixMake link text describe its destination out of context.
a11y:Heading levels
1 heading skips 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:Skip link
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:Landmark regions
No <header> landmark. screen-reader users cannot jump between regions.
FixWrap the page in <header>, <main> and <footer> (or matching ARIA roles).
structure:Keyboard reachability
10 elements look clickable but cannot be reached by keyboard.
FixUse <button>/<a>, or add role + tabindex="0" and a key handler.
structure:Not measurable1
Page weight
At least 3.0 MB across 121 measurable resources, but 158 cross-origin resources did not expose a size. The true weight cannot be determined from the page.
weight:Clear4
Text contrast (WCAG AA) · Mobile viewport · Language declared · Image alt text
Brand kit
5 colour roles
palette by on-page usage · type rendered live
measuredextracted directly from the live page. a fact, not an opinionfull palette ordered by on-page usage %
primary#59f8b1
accent#59f8b1
bg#ffffff
surface#faf9f5
text#ffffff
See the roles applied
accent
Body copy in their text role, on a surface card.
the roles, doing their job
The quick brown fox80px
Jumps over the lazy dog44px
A subheading in their voice35px
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
10pxAa
12pxAa
14pxAa
16pxAa
18pxAa
23pxAa
28pxAa
35pxAa
44pxAa
80pxAa
WEIGHTS
Aa400
Aa500
Aa600
Aa700
FAMILIES
portada · hauss
rendered in their own type system · webfont not loaded. system fallback if uninstalled
Measured, found none
1 of 9 layerslayers 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.
X-ray a funnel
