# Funnel Teardown: gopro.com > An evidence-based read of gopro.com's live conversion funnel, captured 2026-09-17. > Every claim is measured from the page; each detected tactic carries the exact > on-page string it fired on. Deterministic extraction — no LLM opinion. Read this > to understand WHY this funnel converts (or leaks) — the persuasion principles it > uses and the ones it's missing. It is a report to learn from, not a template to clone. **Funnel type:** ecommerce **Detection coverage:** 4 of 15 applicable conversion tactics detected **Path captured:** Homepage / Lander ## Coverage by group | Group | Detected | |-------|---------:| | proof | 1 / 5 | | incentive | 0 / 1 | | urgency | 1 / 2 | | offer | 2 / 4 | | objection | 0 / 2 | | checkout | 0 / 1 | ## What's working: tactics in play, with proof Each is a persuasion mechanism the funnel actually deploys; the quoted string is the on-page evidence. - **Anchor / strikethrough pricing** — A struck-through original price or an "X% off" claim. _Proof:_ `home: $499.99 / $599.99 / $829.99 / $569.99 / 50% off` - **Free shipping** — Free shipping / delivery surfaced in the funnel. _Proof:_ `home: Free Shipping` - **Money-back guarantee** — An N-day / money-back guarantee stated. _Proof:_ `home: Money Back Guarantee` - **Scarcity / urgency copy** — Scarcity or time-pressure copy ("only N left", "selling fast", "limited time") creating urgency without a live countdown timer. _Proof:_ `home: LIMITED TIME` ## What's missing: gaps for an ecommerce funnel Conversion tactics that apply to this funnel type but weren't found — the openings a competitor could exploit: - **Proof at every step** — not detected. Social proof (reviews / ratings / counts) present across most funnel steps. - **Stacked free gifts** — not detected. Two or more $0 / FREE line items on the cart or checkout step. - **Countdown / urgency timer** — not detected. A visible countdown timer creating time pressure. - **Subscription / auto-ship** — not detected. A recurring delivery interval detected on the cart or checkout step. - **Per-unit price anchor** — not detected. Price reframed per serving / day / use to shrink perceived cost. - **Us-vs-them comparison** — not detected. A comparison table framing the brand against alternatives. - **On-page review wall** — not detected. An embedded wall of customer reviews. - **Express wallets** — not detected. One-tap wallets (Shop Pay / PayPal / G Pay) offered. - **FAQ / objection handling** — not detected. An accordion / FAQ block answering objections. - **Proof above the fold** — not detected. Social proof rendered within the first viewport on at least one step. - **Press / "as seen in"** — not detected. Media logos or an "as seen in / featured in" claim borrowing publication credibility. ## Proof language observed The exact phrasing this funnel uses to build credibility — study the *mechanism* (specific numbers, named counts, guarantees), not the wording: - `Money Back Guarantee` — e.g. "Money Back Guarantee" - `LIMITED TIME` — e.g. "LIMITED TIME" - `{N}% off` — e.g. "50% off" ## UX quality: Leaky · 3 flags Measured UX-quality signals (WCAG contrast, mobile, typography, accessibility) — SEPARATE from the detection coverage above. Only flagged issues shown: - **Text contrast (WCAG AA)** — 94% of measurable text passes WCAG AA. 4+ runs fail. 16% of text was unmeasurable (over images/gradients). not counted either way. (worst: “Deals” at 2.65:1 (14px, #00a6e0 on #f9f9f9). needs 4.5:1) → Raise text/background contrast to ≥4.5:1 (≥3:1 for large text), especially on CTAs and body copy. - **Body text size** — Smallest sampled text is 12px, below the 13px floor this check uses. → Keep body copy ≥15-16px; reserve sub-13px for fine print only. - **Named controls** — 22 buttons/links have no accessible name (icon-only, no aria-label). → Add aria-label to icon-only buttons and links. - **Render-blocking resources** — 9 stylesheets/scripts in block first paint. → Defer non-critical JS (defer/async) and inline only critical CSS. - **Oversized images** — 16 images are shipped at more than 2x the width shown. (“gopro” is 1080px wide, displayed at 36px) → Serve responsive sizes (srcset/sizes) matching the rendered width. - **Landmark regions** — No
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