Evidence coverage
the /100 — and the exact signals behind each category75/100
★★★★★
Strong evidence coverage
Offer clarity13/20
Anchor / strikethrough pricingFree shippingSubscription / auto-ship
Action path13/20
Proof above the foldExpress wallets
Trust & proof17/20
Proof at every stepOn-page review wallMoney-back guarantee
Friction reduction15/15
FAQ / objection handlingExpress walletsFree shipping
Value reinforcement7/15
Us-vs-them comparison
Risk reversal & urgency10/10
Money-back guaranteeCountdown / urgency timer
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#ffe800
accent#9fcdff
bg#ffffff
surface#e6f3fb
text#000000
secondary#ffa1c6
accent
Body copy in their text role, on a surface card.
the roles, doing their job
Typography
their type system, rendered liveThe quick brown fox96px
Jumps over the lazy dog72px
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
Shape
the corner-radius scale, drawn2px
3px
4px
8px
11px
12px
16px
18px
24px
30px
50px
Offer & pricing
rebuilt from extracted facts — nothing inventedRECONSTRUCTION — rebuilt from extracted facts
$31.00$26.3520% OFF
$0.00$31.00
One-timeSubscribe · every 2 weeks
FREEFREE Mystery Tote
source: step 3 · Cart / add-to-cart drawer — every value extracted, nothing invented
The funnel
4 steps walked · desktop + mobileDesktop ↔ Mobile differences
what the site hides / shows by device — measuredTactics detected🖥 11 · 📱 10 (Δ 1)
Proof points🖥 5 · 📱 5
Avg font size (px)🖥 27 · 📱 21 (Δ 6)
Checkout fields🖥 25 · 📱 23 (Δ 2)
Desktop-only 🖥Express wallets
1Homepage / Lander
PupGum ✨ Kiss Dog Breath Goodbye
4 proof points20% OFF% offsubscription · 2 weeks8 components
“0 items in your cart Open Cart”“0 items in your cart”“SHOP PUPGUM”
2Product page (Medium Dogs)
PupGum - Medium Dogs ✨ PupGum
4 proof pointsSAVE 15%% offsubscription · 2 weeks8 components
“0 items in your cart Open Cart”“0 items in your cart”“Previous”
3Cart / add-to-cart drawer
PupGum - Medium Dogs ✨ PupGum
4 proof points20% OFF% offsubscription · 2 weeks1 free item7 components
“Decrement quantity”“Increment quantity”“CHECK OUT”
4Checkout
Checkout - PupGum
1 proof pointsubscription · 2 weeks1 free item5 components
“+5”“Not now”“Add discount”
Tactics detected
applicable conversion tactics — click any for its evidence string✓Proof at every step3×
home: 905 reviews pdp: 905 reviews cart: 905 reviews
·Stacked free gifts
✓Countdown / urgency timer2×
pdp: countdown present cart: countdown present
✓Anchor / strikethrough pricing3×
home: $31.00 / 20% OFF pdp: $31.00 / SAVE 15% cart: $31.00 / 20% OFF
✓Subscription / auto-ship2×
cart: every 2 weeks checkout: every 2 weeks
·Per-unit price anchor
✓Us-vs-them comparison
home: comparison table
✓On-page review wall3×
home: review wall pdp: review wall cart: review wall
✓Express wallets
checkout: express wallet buttons
✓Free shipping4×
home: free shipping pdp: free shipping cart: free shipping checkout: free shipping
✓Money-back guarantee3×
home: 30-DAY GUARANTEE pdp: 30-DAY GUARANTEE cart: 30-DAY GUARANTEE
✓FAQ / objection handling3×
home: FAQ/accordion pdp: FAQ/accordion cart: FAQ/accordion
✓Proof above the fold2×
pdp: proof in first viewport cart: proof in first viewport
Proof & trust language
the social-proof strings, harvested{N} reviews — 905 reviews (1)
{N}-DAY GUARANTEE — 30-DAY GUARANTEE (1)
Free shipping — Free shipping (1)
{N}% OFF — 20% OFF · SAVE 15% (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 pupgum.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):** Dog breath / dental chews (subscription-first)
**Funnel:** Homepage / Lander → Product page (Medium Dogs) → Cart / add-to-cart drawer → Checkout
## Palette (area-weighted from live CSS)
| Hex | Usage | Likely role |
|-----|------:|-------------|
| `#ffffff` | 78.3% | background |
| `#e7f3fb` | 5.2% | background |
| `#9dcdee` | 4.9% | support |
| `#9fcdff` | 2.8% | support |
| `#ffe800` | 2.1% | accent/brand |
| `#85c1ea` | 1.9% | accent/brand |
| `#ffa1c6` | 1.8% | support |
| `#e6f3fb` | 0.9% | background |
Curated roles: `primary=#ffe800` · `accent=#9fcdff` · `bg=#ffffff` · `surface=#e6f3fb` · `text=#000000` · `secondary=#ffa1c6`
## Type
- Display: `Monument Grotesk Mono`
- Body: `Monument Grotesk Mono`
- Size scale (px): 12, 16, 18, 20, 24, 25, 32, 36, 45, 48, 72, 96
- Radius (px): 2, 3, 4, 8, 11, 12, 16, 18, 24, 30, 50
## Patterns detected (fact-based) — 11/13
- **Proof at every step** — Social proof (reviews / ratings / counts) present across most funnel steps. _(home: 905 reviews; pdp: 905 reviews; cart: 905 reviews)_
- **Countdown / urgency timer** — A visible countdown timer creating time pressure. _(pdp: countdown present; cart: countdown present)_
- **Anchor / strikethrough pricing** — A struck-through original price or an "X% off" claim. _(home: $31.00 / 20% OFF; pdp: $31.00 / SAVE 15%; cart: $31.00 / 20% OFF)_
- **Subscription / auto-ship** — A recurring delivery interval detected on the cart or checkout step. _(cart: every 2 weeks; checkout: every 2 weeks)_
- **Us-vs-them comparison** — A comparison table framing the brand against alternatives. _(home: comparison table)_
- **On-page review wall** — An embedded wall of customer reviews. _(home: review wall; pdp: review wall; cart: review wall)_
- **Express wallets** — One-tap wallets (Shop Pay / PayPal / G Pay) offered. _(checkout: express wallet buttons)_
- **Free shipping** — Free shipping / delivery surfaced in the funnel. _(home: free shipping; pdp: free shipping; cart: free shipping)_
- **Money-back guarantee** — An N-day / money-back guarantee stated. _(home: 30-DAY GUARANTEE; pdp: 30-DAY GUARANTEE; cart: 30-DAY GUARANTEE)_
- **FAQ / objection handling** — An accordion / FAQ block answering objections. _(home: FAQ/accordion; pdp: FAQ/accordion; cart: FAQ/accordion)_
- **Proof above the fold** — Social proof rendered within the first viewport on at least one step. _(pdp: proof in first viewport; cart: proof in first viewport)_
## Proof language (harvested strings → templates)
- `{N} reviews` — e.g. "905 reviews"
- `{N}-DAY GUARANTEE` — e.g. "30-DAY GUARANTEE"
- `Free shipping` — e.g. "Free shipping"
- `{N}% OFF` — e.g. "20% OFF", "SAVE 15%"
## Funnel facts
- Depth reached: 4 steps
- Proof points: 5 across 4 steps
- Free-gift line items (max on a step): 1
- Discount/anchor pricing: yes · Countdown: yes · Subscription: yes
- Price continuity lander→checkout: yes ($26.35)
## 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.