{ "schema_version": "1.0", "generated_at": "2026-07-11T00:04:06.542Z", "slug": "deathwishcoffee", "domain": "deathwishcoffee.com", "funnel_type": "ecommerce", "provenance": { "facts": "measured", "design_tokens": "measured", "proof_language": "measured", "steps": "measured", "screenshots": "measured", "favicon": "measured", "score": "derived_deterministic", "agent_brief": "rendered_summary" }, "score": { "source_type": "derived_deterministic", "score": 35, "band": "Sparse", "stars": 1, "categories": [ { "id": "offer", "label": "Offer clarity", "pts": 18, "cap": 18 }, { "id": "action", "label": "Action path", "pts": 0, "cap": 13 }, { "id": "trust", "label": "Trust & proof", "pts": 6, "cap": 17 }, { "id": "friction", "label": "Friction reduction", "pts": 4, "cap": 15 }, { "id": "value", "label": "Value reinforcement", "pts": 4, "cap": 15 }, { "id": "urgency", "label": "Risk reversal & urgency", "pts": 0, "cap": 10 } ] }, "devices_available": [ "desktop", "mobile" ], "facts": { "source_type": "measured", "profile": { "funnel_type": "ecommerce", "score": { "score": 35, "band": "Sparse", "stars": 1, "categories": [ { "id": "offer", "label": "Offer clarity", "pts": 18, "cap": 18 }, { "id": "action", "label": "Action path", "pts": 0, "cap": 13 }, { "id": "trust", "label": "Trust & proof", "pts": 6, "cap": 17 }, { "id": "friction", "label": "Friction reduction", "pts": 4, "cap": 15 }, { "id": "value", "label": "Value reinforcement", "pts": 4, "cap": 15 }, { "id": "urgency", "label": "Risk reversal & urgency", "pts": 0, "cap": 10 } ] }, "funnel_depth": 3, "proof_points": 6, "proof_steps": 3, "components_present": 8, "free_gifts": 1, "discount_present": true, "has_countdown": false, "subscription_detected": true, "checkout_form_fields": 0, "price_continuity": { "continuous": false, "shared": [] }, "tactics_detected": 5, "tactics_total": 13, "checkout_reached": false }, "patterns": [ { "id": "anchor_discount", "label": "Anchor / strikethrough pricing", "category": "offer", "present": true, "count": 3, "evidence": [ "home: 30% off", "pdp: 30% off", "cart: $12.99 / $39.98 / $38.00 / 20% OFF" ] }, { "id": "comparison_table", "label": "Us-vs-them comparison", "category": "objection", "present": false, "count": 0, "evidence": [] }, { "id": "countdown_urgency", "label": "Countdown / urgency timer", "category": "urgency", "present": false, "count": 0, "evidence": [] }, { "id": "express_checkout", "label": "Express wallets", "category": "checkout", "present": false, "count": 0, "evidence": [] }, { "id": "faq_objection", "label": "FAQ / objection handling", "category": "objection", "present": false, "count": 0, "evidence": [] }, { "id": "free_gift_stack", "label": "Stacked free gifts", "category": "incentive", "present": false, "count": 1, "evidence": [] }, { "id": "free_shipping_offer", "label": "Free shipping", "category": "offer", "present": true, "count": 3, "evidence": [ "home: free shipping", "pdp: free shipping", "cart: free shipping" ] }, { "id": "guarantee", "label": "Money-back guarantee", "category": "proof", "present": false, "count": 0, "evidence": [] }, { "id": "per_serving_anchor", "label": "Per-unit price anchor", "category": "offer", "present": true, "count": 1, "evidence": [ "home: $99.9910 count" ] }, { "id": "proof_above_fold", "label": "Proof above the fold", "category": "proof", "present": false, "count": 0, "evidence": [] }, { "id": "proof_saturation", "label": "Proof at every step", "category": "proof", "present": false, "count": 1, "evidence": [ "pdp: 4717 Reviews" ] }, { "id": "review_wall", "label": "On-page review wall", "category": "proof", "present": true, "count": 2, "evidence": [ "home: 16 review elements", "pdp: ☆☆☆☆☆ ☆☆☆☆☆ 5 out of 5 stars. Blade · a year ago Simply Then" ] }, { "id": "subscription_default", "label": "Subscription / auto-ship", "category": "offer", "present": true, "count": 1, "evidence": [ "cart: every 30 days" ] } ] }, "design_tokens": { "source_type": "measured", "summary": { "roles": { "primary": "#e12727", "accent": "#e12727", "bg": "#ffffff", "surface": "#ededed", "text": "#ffffff" }, "font": { "display": "Revans-Bold", "body": "Fenomen-Sans-Bold" }, "radius_scale": [ 2, 3, 4, 50 ] } }, "proof_language": [ { "type": "urgency", "template": "limited time", "examples": [ "limited time" ] }, { "type": "discount", "template": "{N}% off", "examples": [ "30% off", "20% OFF" ] }, { "type": "review_count", "template": "{N} Reviews", "examples": [ "4717 Reviews" ] }, { "type": "star_rating", "template": "{X} out of 5", "examples": [ "4.8 out of 5" ] }, { "type": "free_shipping", "template": "Free shipping", "examples": [ "Free shipping" ] } ], "steps": [ { "n": 1, "id": "home", "label": "Homepage / Lander", "url": "https://www.deathwishcoffee.com/", "reached": true, "copy": { "title": "#1 Organic and #1 Fair Trade Coffee – Death Wish Coffee", "hero_copy": "Item added to your cart | BURY YOUR BLUES IN BLUEBERRY COFFEE | WHEN LIFE SURGES, SO DO YOU", "h1": [], "h2": [ "Item added to your cart", "BURY YOUR BLUES IN BLUEBERRY COFFEE", "WHEN LIFE SURGES, SO DO YOU", "THE MORE YOU BUY, THE MORE YOU SAVE", "NEW ARRIVALS", "SUBSCRIBE AND SAVE 30% OFF YOUR ORDER", "WHAT PEOPLE ARE SAYING", "MY TASTE BUDS ARE IN SHOCK" ], "ctas": [ "SKIP TO CONTENT", "1 / of 3", "SHOP BLUEBERRY SHOP NEW ARRIVALS", "SHOP BLUEBERRY", "SHOP NEW ARRIVALS", "SHOP POWER SURGE LEARN MORE", "SHOP POWER SURGE", "LEARN MORE", "BUILD YOUR BUNDLE SHOP CANNED LATTES", "BUILD YOUR BUNDLE", "SHOP CANNED LATTES", "ADD TO CART" ], "prices": [ "$25.00", "$30.00", "$12.00", "$15.00", "$5.00", "$38.00", "$19.99", "$14.99", "$13.99", "$39.99", "$15.99" ], "form_fields": 2 }, "proof": [ { "type": "urgency", "text": "limited time", "value": null }, { "type": "discount", "text": "30% off", "value": 30 } ], "tactics": [ "review_wall", "free_gift", "subscription_toggle", "trust_badges", "press_logos", "per_unit_price", "free_shipping", "social_proof_logos" ], "screenshots": { "hero": "https://uxxray.com/reports/deathwishcoffee.com/2026-07-10/desktop/01-home/hero.png", "full": "https://uxxray.com/reports/deathwishcoffee.com/2026-07-10/desktop/01-home/full.png" }, "crops": [ { "region": "primary_cta", "label": "Primary CTA", "url": "https://uxxray.com/reports/deathwishcoffee.com/2026-07-10/desktop/01-home/crops/primary_cta.png" } ] }, { "n": 2, "id": "pdp", "label": "Product page", "url": "https://www.deathwishcoffee.com/products/death-wish-coffee", "reached": true, "copy": { "title": "Fiercely Strong Coffee | Dark Roast Coffee – Death Wish Coffee", "hero_copy": "Item added to your cart | Dark Roast Coffee | Dark Roast Coffee", "h1": [ "Dark Roast Coffee", "DARK ROAST COFFEE" ], "h2": [ "Item added to your cart", "Dark Roast Coffee", "Dark Roast Coffee", "FLAVOR PROFILE", "ATTRIBUTES", "DETAILS", "Reviews", "STAY BOLD, STAY CAFFEINATED. SIGN UP AND SAVE 20% OFF YOUR FIRST ORDER" ], "ctas": [ "SKIP TO CONTENT", "SKIP TO PRODUCT INFORMATION", "ONE-TIME PURCHASE $1.25/oz", "SUBSCRIBE AND SAVE $0.87/oz 30% OFF", "30 Days 60 Days 90 Days", "30 Days", "60 Days", "90 Days", "START A NEW SUBSCRIPTION", "ADD TO CART", "ϙ Search", "Write a review . This action will open a modal dialog." ], "prices": [ "$19.99", "$1.25", "$0.87", "$15.99", "$13.99", "$14.99" ], "form_fields": 11 }, "proof": [ { "type": "review_count", "text": "4717 Reviews", "value": 4717 }, { "type": "star_rating", "text": "4.8 out of 5", "value": 4.8 }, { "type": "free_shipping", "text": "Free shipping", "value": null }, { "type": "discount", "text": "30% off", "value": 30 } ], "tactics": [ "review_wall", "free_gift", "subscription_toggle", "trust_badges", "free_shipping", "social_proof_logos" ], "screenshots": { "hero": "https://uxxray.com/reports/deathwishcoffee.com/2026-07-10/desktop/02-pdp/hero.png", "full": "https://uxxray.com/reports/deathwishcoffee.com/2026-07-10/desktop/02-pdp/full.png" }, "crops": [ { "region": "primary_cta", "label": "Primary CTA", "url": "https://uxxray.com/reports/deathwishcoffee.com/2026-07-10/desktop/02-pdp/crops/primary_cta.png" }, { "region": "proof", "label": "Proof placement", "url": "https://uxxray.com/reports/deathwishcoffee.com/2026-07-10/desktop/02-pdp/crops/proof.png" } ] }, { "n": 3, "id": "cart", "label": "Cart", "url": "https://www.deathwishcoffee.com/cart", "reached": true, "copy": { "title": "Your Shopping Cart – Death Wish Coffee", "hero_copy": "YOUR CART | Your cart is empty | Have an account?", "h1": [ "YOUR CART", "Your cart is empty" ], "h2": [ "Have an account?", "SUBTOTAL", "FEATURED COLLECTION", "STAY BOLD, STAY CAFFEINATED. SIGN UP AND SAVE 20% OFF YOUR FIRST ORDER", "End of the road, jack.", "COMPANY", "ACCOUNTS + ORDERS", "LEGAL" ], "ctas": [ "SKIP TO CONTENT", "CONTINUE SHOPPING", "Decrease quantity for Blueberry Coffee (9oz)", "Increase quantity for Blueberry Coffee (9oz)", "Decrease quantity for Dark Roast Coffee", "Increase quantity for Dark Roast Coffee", "Decrease quantity for Valhalla Java Odinforce Blend", "Increase quantity for Valhalla Java Odinforce Blend", "CHECK OUT", "ADD TO CART", "QUICK SHOP", "VIEW ALL" ], "prices": [ "$12.99", "$0.00", "$39.98", "$27.99", "$15.99", "$43.98", "$38.00", "$34.20", "$60.00", "$55.00", "$30.00" ], "form_fields": 5 }, "proof": [ { "type": "discount", "text": "20% OFF", "value": 20 } ], "tactics": [ "free_gift", "subscription_toggle", "trust_badges", "free_shipping", "social_proof_logos" ], "screenshots": { "hero": "https://uxxray.com/reports/deathwishcoffee.com/2026-07-10/desktop/03-cart/hero.png", "full": "https://uxxray.com/reports/deathwishcoffee.com/2026-07-10/desktop/03-cart/full.png" }, "crops": [ { "region": "primary_cta", "label": "Primary CTA", "url": "https://uxxray.com/reports/deathwishcoffee.com/2026-07-10/desktop/03-cart/crops/primary_cta.png" }, { "region": "checkout", "label": "Cart / order summary", "url": "https://uxxray.com/reports/deathwishcoffee.com/2026-07-10/desktop/03-cart/crops/checkout.png" } ] }, { "n": 4, "id": "checkout", "label": "Checkout", "url": "https://www.deathwishcoffee.com/cart", "reached": false, "copy": { "title": "Your Shopping Cart – Death Wish Coffee", "hero_copy": "YOUR CART | Your cart is empty | Have an account?", "h1": [ "YOUR CART", "Your cart is empty" ], "h2": [ "Have an account?", "SUBTOTAL", "FEATURED COLLECTION", "STAY BOLD, STAY CAFFEINATED. SIGN UP AND SAVE 20% OFF YOUR FIRST ORDER", "End of the road, jack.", "COMPANY", "ACCOUNTS + ORDERS", "LEGAL" ], "ctas": [ "SKIP TO CONTENT", "CONTINUE SHOPPING", "Decrease quantity for Blueberry Coffee (9oz)", "Increase quantity for Blueberry Coffee (9oz)", "Decrease quantity for Dark Roast Coffee", "Increase quantity for Dark Roast Coffee", "Decrease quantity for Valhalla Java Odinforce Blend", "Increase quantity for Valhalla Java Odinforce Blend", "CHECK OUT", "ADD TO CART", "QUICK SHOP", "VIEW ALL" ], "prices": [ "$12.99", "$0.00", "$39.98", "$27.99", "$15.99", "$43.98", "$38.00", "$34.20", "$60.00", "$55.00", "$30.00" ], "form_fields": 5 }, "proof": [ { "type": "discount", "text": "20% OFF", "value": 20 } ], "tactics": [], "screenshots": { "hero": "https://uxxray.com/reports/deathwishcoffee.com/2026-07-10/desktop/04-checkout/hero.png", "full": "https://uxxray.com/reports/deathwishcoffee.com/2026-07-10/desktop/04-checkout/full.png" }, "crops": [] } ], "favicon_url": "https://api.uxxray.com/api/v1/teardown/deathwishcoffee/favicon", "agent_brief": { "source_type": "rendered_summary", "note": "generated only from measured facts — see facts.patterns[].evidence", "markdown": "# Funnel Teardown — deathwishcoffee.com\n\n> An evidence-based read of deathwishcoffee.com's live conversion funnel, captured 2026-07-10.\n> Every claim is measured from the page; each detected tactic carries the exact\n> on-page string it fired on. Deterministic extraction — no LLM opinion. Read this\n> to understand WHY this funnel converts (or leaks) — the persuasion principles it\n> uses and the ones it's missing. It is a report to learn from, not a template to clone.\n\n**Funnel type:** ecommerce\n**Evidence Coverage Score:** 35/100 (Sparse)\n**Path captured:** Homepage / Lander → Product page → Cart → Checkout\n\n## Scorecard — where the points come from\n| Category | Earned |\n|----------|-------:|\n| Offer clarity | 18 / 18 |\n| Action path | 0 / 13 |\n| Trust & proof | 6 / 17 |\n| Friction reduction | 4 / 15 |\n| Value reinforcement | 4 / 15 |\n| Risk reversal & urgency | 0 / 10 |\n\n## What's working — tactics in play, with proof\nEach is a persuasion mechanism the funnel actually deploys; the quoted string is the on-page evidence.\n- **Anchor / strikethrough pricing** — A struck-through original price or an \"X% off\" claim. \n _Proof:_ `home: 30% off`, `pdp: 30% off`, `cart: $12.99 / $39.98 / $38.00 / 20% OFF`\n- **Subscription / auto-ship** — A recurring delivery interval detected on the cart or checkout step. \n _Proof:_ `cart: every 30 days`\n- **Per-unit price anchor** — Price reframed per serving / day / use to shrink perceived cost. \n _Proof:_ `home: $99.9910 count`\n- **On-page review wall** — An embedded wall of customer reviews. \n _Proof:_ `home: 16 review elements`, `pdp: ☆☆☆☆☆ ☆☆☆☆☆ 5 out of 5 stars. Blade · a year ago Simply Then`\n- **Free shipping** — Free shipping / delivery surfaced in the funnel. \n _Proof:_ `home: free shipping`, `pdp: free shipping`, `cart: free shipping`\n\n## What's missing — gaps for a ecommerce funnel\nConversion tactics that apply to this funnel type but weren't found — the openings a competitor could exploit:\n- **Proof at every step** — not detected. Social proof (reviews / ratings / counts) present across most funnel steps.\n- **Stacked free gifts** — not detected. Two or more $0 / FREE line items on the cart or checkout step.\n- **Countdown / urgency timer** — not detected. A visible countdown timer creating time pressure.\n- **Us-vs-them comparison** — not detected. A comparison table framing the brand against alternatives.\n- **Express wallets** — not detected. One-tap wallets (Shop Pay / PayPal / G Pay) offered.\n- **Money-back guarantee** — not detected. An N-day / money-back guarantee stated.\n- **FAQ / objection handling** — not detected. An accordion / FAQ block answering objections.\n- **Proof above the fold** — not detected. Social proof rendered within the first viewport on at least one step.\n\n## Proof language observed\nThe exact phrasing this funnel uses to build credibility — study the *mechanism* (specific numbers, named counts, guarantees), not the wording:\n- `limited time` — e.g. \"limited time\"\n- `{N}% off` — e.g. \"30% off\", \"20% OFF\"\n- `{N} Reviews` — e.g. \"4717 Reviews\"\n- `{X} out of 5` — e.g. \"4.8 out of 5\"\n- `Free shipping` — e.g. \"Free shipping\"\n\n## Measured design signals (facts, not a style to copy)\n- Palette, area-weighted from live CSS:\n\n| Hex | Usage | Likely role |\n|-----|------:|-------------|\n| `#000000` | 74.5% | support |\n| `#e12727` | 9.8% | accent/brand |\n| `#201e1d` | 9.4% | support |\n| `#ffffff` | 6.3% | background |\n| `#666666` | 0.1% | support |\n| `#757575` | 0% | support |\n| `#ededed` | 0% | background |\n| `#262626` | 0% | support |\n\n- Type: display `Revans-Bold`, body `Fenomen-Sans-Bold` · size scale (px): 12, 14, 16, 18, 20, 22, 28, 32, 54 · radius (px): 2, 3, 4, 50\n\n## Funnel facts\n- Depth reached: 3 steps\n- Proof points: 6 across 3 steps\n- Free-gift line items (max on a step): 1\n- Discount/anchor pricing: yes · Countdown: no · Subscription: yes\n- Price continuity lander→checkout: not detected\n\n---\n_Full machine data: `tokens.json`, and the JSON bundle at api.uxxray.com. The value here is the analysis of a real competitor's funnel — what it does, what it doesn't, and the evidence for each._\n" }, "_links": { "self": "https://api.uxxray.com/api/v1/teardown/deathwishcoffee/bundle", "html": "https://uxxray.com/ux-report/deathwishcoffee", "brief": "https://api.uxxray.com/api/v1/teardown/deathwishcoffee/brief", "tokens_json": "https://api.uxxray.com/api/v1/teardown/deathwishcoffee/tokens?format=json", "tokens_w3c": "https://api.uxxray.com/api/v1/teardown/deathwishcoffee/tokens?format=w3c", "tailwind": "https://api.uxxray.com/api/v1/teardown/deathwishcoffee/tokens?format=tailwind", "css": "https://api.uxxray.com/api/v1/teardown/deathwishcoffee/tokens?format=css", "openapi": "https://api.uxxray.com/api/v1/openapi.json", "mcp": "https://api.uxxray.com (MCP)" }, "devices": { "desktop": { "score": { "score": 35, "band": "Sparse", "stars": 1 }, "steps": [ { "n": 1, "id": "home", "label": "Homepage / Lander", "url": "https://www.deathwishcoffee.com/", "reached": true, "copy": { "title": "#1 Organic and #1 Fair Trade Coffee – Death Wish Coffee", "hero_copy": "Item added to your cart | BURY YOUR BLUES IN BLUEBERRY COFFEE | WHEN LIFE SURGES, SO DO YOU", "h1": [], "h2": [ "Item added to your cart", "BURY YOUR BLUES IN BLUEBERRY COFFEE", "WHEN LIFE SURGES, SO DO YOU", "THE MORE YOU BUY, THE MORE YOU SAVE", "NEW ARRIVALS", "SUBSCRIBE AND SAVE 30% OFF YOUR ORDER", "WHAT PEOPLE ARE SAYING", "MY TASTE BUDS ARE IN SHOCK" ], "ctas": [ "SKIP TO CONTENT", "1 / of 3", "SHOP BLUEBERRY SHOP NEW ARRIVALS", "SHOP BLUEBERRY", "SHOP NEW ARRIVALS", "SHOP POWER SURGE LEARN MORE", "SHOP POWER SURGE", "LEARN MORE", "BUILD YOUR BUNDLE SHOP CANNED LATTES", "BUILD YOUR BUNDLE", "SHOP CANNED LATTES", "ADD TO CART" ], "prices": [ "$25.00", "$30.00", "$12.00", "$15.00", "$5.00", "$38.00", "$19.99", "$14.99", "$13.99", "$39.99", "$15.99" ], "form_fields": 2 }, "proof": [ { "type": "urgency", "text": "limited time", "value": null }, { "type": "discount", "text": "30% off", "value": 30 } ], "tactics": [ "review_wall", "free_gift", "subscription_toggle", "trust_badges", "press_logos", "per_unit_price", "free_shipping", "social_proof_logos" ], "screenshots": { "hero": "https://uxxray.com/reports/deathwishcoffee.com/2026-07-10/desktop/01-home/hero.png", "full": "https://uxxray.com/reports/deathwishcoffee.com/2026-07-10/desktop/01-home/full.png" }, "crops": [ { "region": "primary_cta", "label": "Primary CTA", "url": "https://uxxray.com/reports/deathwishcoffee.com/2026-07-10/desktop/01-home/crops/primary_cta.png" } ] }, { "n": 2, "id": "pdp", "label": "Product page", "url": "https://www.deathwishcoffee.com/products/death-wish-coffee", "reached": true, "copy": { "title": "Fiercely Strong Coffee | Dark Roast Coffee – Death Wish Coffee", "hero_copy": "Item added to your cart | Dark Roast Coffee | Dark Roast Coffee", "h1": [ "Dark Roast Coffee", "DARK ROAST COFFEE" ], "h2": [ "Item added to your cart", "Dark Roast Coffee", "Dark Roast Coffee", "FLAVOR PROFILE", "ATTRIBUTES", "DETAILS", "Reviews", "STAY BOLD, STAY CAFFEINATED. SIGN UP AND SAVE 20% OFF YOUR FIRST ORDER" ], "ctas": [ "SKIP TO CONTENT", "SKIP TO PRODUCT INFORMATION", "ONE-TIME PURCHASE $1.25/oz", "SUBSCRIBE AND SAVE $0.87/oz 30% OFF", "30 Days 60 Days 90 Days", "30 Days", "60 Days", "90 Days", "START A NEW SUBSCRIPTION", "ADD TO CART", "ϙ Search", "Write a review . This action will open a modal dialog." ], "prices": [ "$19.99", "$1.25", "$0.87", "$15.99", "$13.99", "$14.99" ], "form_fields": 11 }, "proof": [ { "type": "review_count", "text": "4717 Reviews", "value": 4717 }, { "type": "star_rating", "text": "4.8 out of 5", "value": 4.8 }, { "type": "free_shipping", "text": "Free shipping", "value": null }, { "type": "discount", "text": "30% off", "value": 30 } ], "tactics": [ "review_wall", "free_gift", "subscription_toggle", "trust_badges", "free_shipping", "social_proof_logos" ], "screenshots": { "hero": "https://uxxray.com/reports/deathwishcoffee.com/2026-07-10/desktop/02-pdp/hero.png", "full": "https://uxxray.com/reports/deathwishcoffee.com/2026-07-10/desktop/02-pdp/full.png" }, "crops": [ { "region": "primary_cta", "label": "Primary CTA", "url": "https://uxxray.com/reports/deathwishcoffee.com/2026-07-10/desktop/02-pdp/crops/primary_cta.png" }, { "region": "proof", "label": "Proof placement", "url": "https://uxxray.com/reports/deathwishcoffee.com/2026-07-10/desktop/02-pdp/crops/proof.png" } ] }, { "n": 3, "id": "cart", "label": "Cart", "url": "https://www.deathwishcoffee.com/cart", "reached": true, "copy": { "title": "Your Shopping Cart – Death Wish Coffee", "hero_copy": "YOUR CART | Your cart is empty | Have an account?", "h1": [ "YOUR CART", "Your cart is empty" ], "h2": [ "Have an account?", "SUBTOTAL", "FEATURED COLLECTION", "STAY BOLD, STAY CAFFEINATED. 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