Body text size
type:Smallest body text is 12px (base ~12px). below the ~16px readable floor.
FixKeep body copy ≥15-16px; reserve sub-13px for fine print only.
01
Homepage / Lander
2 tactics
ecommerce · Jul 11, 2026
nike.com
10/100 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 from a 1-page capture. We did not walk past the entry page, so signals that live deeper in a funnel could not be seen.
How this was measured
Captured on 2026-07-11. A capture is read once and its measurements freeze there.
Coverage is detection coverage, not a verdict — it counts the conversion tactics we could prove are present, out of the 13 that apply to an ecommerce funnel. Per device: desktop 10 · mobile 10.
What we recorded
The funnel, frame by frame
1 step walkedIn their own words
30 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
Nike. Just Do It. Nike.com
- Meta description
Inspiring the world's athletes, Nike delivers innovative products, experiences and services.
- Headline
Celebrating History
- Section headings
DIAMOND CLASSICS
LOCK IN. LEVEL UP.
Lock In. Level Up.
TRENDING
Africa
Americas
HIS LEGEND LIVES ON
FRENCH ARTISTRY
+4 more, not shown- Buttons and links
United States
Guides
Join Us
Shop Cristiano Ronaldo
Shop France
Shop England
Shop Soccer
Shop
Shop the Collection
Shop Baseball
+2 more, not shown
What we found
1 tacticconversion tactics we could prove are present, with the on-page text that evidences each
measuredextracted directly from the live page. a fact, not an opinionOffer clarity1 of 4
Offers free shipping
free shipping
Friction reduction1 of 3
Offers free shipping
also shown under Offer clarity
What we didn’t find
12 of 13 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 see12 of 13 applicable
FAQ / objection handling
1,302 of the 1,968 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
Anchor / strikethrough pricing
98 of the 185 ecommerce funnels we checked
On-page review wall
91 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
7 run · 3 flaggedcontrast, mobile, typography, accessibility, weight — each with what would fix it
measuredextracted directly from the live page. a fact, not an opinion3 of 7 measured checks need work
Named controls
a11y:656 buttons/links have no accessible name (icon-only, no aria-label).
FixAdd aria-label to icon-only buttons and links.
Tap-target size (mobile)
mobile:217 of 291 interactive targets are under 44×44px on mobile.
smallest: “Search” at 36×36px
FixGive tappable controls a ≥44×44px hit area. the touch minimum.
Clear4
Text contrast (WCAG AA) · Mobile viewport · Language declared · Image alt text
This funnel: 97% of text passes AA · top corpus funnels average 93%.
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#ffffff
accent#ffffff
bg#ffffff
surface#e5e5e5
text#707072
See the roles applied
accent
Body copy in their text role, on a surface card.
the roles, doing their job
The quick brown fox76px
Jumps over the lazy dog24px
A subheading in their voice20px
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
12pxAa
14pxAa
16pxAa
20pxAa
24pxAa
76pxAa
WEIGHTS
Aa400
Aa500
Aa700
FAMILIES
Helvetica Now Display Medium · Helvetica Now Text Medium
rendered in their own type system · webfont not loaded. system fallback if uninstalled
Measured, found none
1 of 7 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
