{ "schema_version": "1.0", "generated_at": "2026-07-10T00:18:29.654Z", "slug": "graza-co-2026-07-09", "domain": "graza.co", "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": 30, "band": "Sparse", "stars": 1, "categories": [ { "id": "offer", "label": "Offer clarity", "pts": 10, "cap": 18 }, { "id": "action", "label": "Action path", "pts": 7, "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": 0, "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": 30, "band": "Sparse", "stars": 1, "categories": [ { "id": "offer", "label": "Offer clarity", "pts": 10, "cap": 18 }, { "id": "action", "label": "Action path", "pts": 7, "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": 0, "cap": 15 }, { "id": "urgency", "label": "Risk reversal & urgency", "pts": 0, "cap": 10 } ] }, "funnel_depth": 3, "proof_points": 5, "proof_steps": 1, "components_present": 6, "free_gifts": 0, "discount_present": true, "has_countdown": false, "subscription_detected": true, "checkout_form_fields": 1, "price_continuity": { "continuous": false, "shared": [] }, "tactics_detected": 4, "tactics_total": 13, "checkout_reached": true }, "patterns": [ { "id": "anchor_discount", "label": "Anchor / strikethrough pricing", "category": "offer", "present": true, "count": 1, "evidence": [ "pdp: $60 / 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": 0, "evidence": [] }, { "id": "free_shipping_offer", "label": "Free shipping", "category": "offer", "present": true, "count": 1, "evidence": [ "pdp: 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": false, "count": 0, "evidence": [] }, { "id": "proof_above_fold", "label": "Proof above the fold", "category": "proof", "present": true, "count": 1, "evidence": [ "pdp: proof in first viewport" ] }, { "id": "proof_saturation", "label": "Proof at every step", "category": "proof", "present": false, "count": 1, "evidence": [ "pdp: 1738 Reviews" ] }, { "id": "review_wall", "label": "On-page review wall", "category": "proof", "present": true, "count": 3, "evidence": [ "home: review wall", "pdp: review wall", "checkout: review wall" ] }, { "id": "subscription_default", "label": "Subscription / auto-ship", "category": "offer", "present": false, "count": 0, "evidence": [] } ] }, "design_tokens": { "source_type": "measured", "summary": { "roles": { "primary": "#fbd535", "accent": "#fbd535", "bg": "#f6e6d9", "surface": "#fff4ec", "text": "#3c422e" }, "font": { "display": "ITC Garamond Condensed", "body": "GT Alpina Typewriter" }, "radius_scale": [ 3, 8, 10, 20, 32, 50 ] } }, "proof_language": [ { "type": "review_count", "template": "{N} Reviews", "examples": [ "1738 Reviews" ] }, { "type": "star_rating", "template": "{X} out of 5", "examples": [ "4.9 out of 5" ] }, { "type": "free_shipping", "template": "Free shipping", "examples": [ "Free shipping" ] }, { "type": "urgency", "template": "LIMITED TIME", "examples": [ "LIMITED TIME" ] }, { "type": "discount", "template": "{N}% Off", "examples": [ "20% Off" ] } ], "steps": [ { "n": 1, "id": "home", "label": "Homepage / Lander", "url": "https://www.graza.co/", "reached": true, "copy": { "title": "GRAZA | High Quality Olive Oil", "hero_copy": "Shop | Subscribe & Save | Find Us", "h1": [ "Extra Virgin Olive Oil makes everything better.", "Made by people who take olives very seriously." ], "h2": [ "Shop", "Subscribe & Save", "Find Us", "About", "Cart(0) 0 items", "Get The Trio", "New E.V.O.O. Potato Chips", "Graza in Glass" ], "ctas": [ "Shop", "CLOSE", "⏸", "Sear", "Fry", "Grill", "Roast", "Bake", "Garnish", "Knead", "SUBMIT" ], "prices": [ "$21", "$16", "$14" ], "form_fields": 1 }, "proof": [], "tactics": [ "sticky_cta", "review_wall", "subscription_toggle" ], "screenshots": { "hero": "https://uxxray.com/reports/graza.co/2026-07-09/desktop/01-home/hero.png", "full": "https://uxxray.com/reports/graza.co/2026-07-09/desktop/01-home/full.png" }, "crops": [ { "region": "primary_cta", "label": "Primary CTA", "url": "https://uxxray.com/reports/graza.co/2026-07-09/desktop/01-home/crops/primary_cta.png" } ] }, { "n": 2, "id": "pdp", "label": "Product page", "url": "https://www.graza.co/products/the-trio?variant=46478650802390", "reached": true, "copy": { "title": "“The Trio” | Graza", "hero_copy": "Shop | Subscribe & Save | Find Us", "h1": [ "“The Trio”" ], "h2": [ "Shop", "Subscribe & Save", "Find Us", "About", "Cart(0) 0 items", "Sizzle, Drizzle, & Frizzle Set", "Fun things to do with Sizzle, Drizzle, & Frizzle", "See what else we’re cooking up:" ], "ctas": [ "Shop", "CLOSE", "Subscribe – $60 $48.36", "Filters", "Write a Review (Opens in a new window)", "Show More", "SUBMIT" ], "prices": [ "$60", "$48.36", "$52" ], "form_fields": 4 }, "proof": [ { "type": "review_count", "text": "1738 Reviews", "value": 1738 }, { "type": "star_rating", "text": "4.9 out of 5", "value": 4.9 }, { "type": "free_shipping", "text": "Free shipping", "value": null }, { "type": "urgency", "text": "LIMITED TIME", "value": null }, { "type": "discount", "text": "20% Off", "value": 20 } ], "tactics": [ "sticky_cta", "review_wall", "free_gift", "subscription_toggle", "free_shipping", "usage_proof" ], "screenshots": { "hero": "https://uxxray.com/reports/graza.co/2026-07-09/desktop/02-pdp/hero.png", "full": "https://uxxray.com/reports/graza.co/2026-07-09/desktop/02-pdp/full.png" }, "crops": [ { "region": "primary_cta", "label": "Primary CTA", "url": "https://uxxray.com/reports/graza.co/2026-07-09/desktop/02-pdp/crops/primary_cta.png" }, { "region": "proof", "label": "Proof placement", "url": "https://uxxray.com/reports/graza.co/2026-07-09/desktop/02-pdp/crops/proof.png" } ] }, { "n": 3, "id": "cart", "label": "Cart", "url": "https://www.graza.co/cart", "reached": false, "copy": { "title": "Your Shopping Cart", "hero_copy": "Shop | Subscribe & Save | Find Us", "h1": [], "h2": [ "Shop", "Subscribe & Save", "Find Us", "About", "Cart(0) 0 items", "See what else we’re cooking up:" ], "ctas": [ "Shop", "CLOSE", "SUBMIT" ], "prices": [], "form_fields": 1 }, "proof": [], "tactics": [ "sticky_cta", "review_wall", "subscription_toggle" ], "screenshots": { "hero": "https://uxxray.com/reports/graza.co/2026-07-09/desktop/03-cart/hero.png", "full": "https://uxxray.com/reports/graza.co/2026-07-09/desktop/03-cart/full.png" }, "crops": [] }, { "n": 4, "id": "checkout", "label": "Checkout", "url": "https://www.graza.co/cart", "reached": true, "copy": { "title": "Your Shopping Cart", "hero_copy": "Shop | Subscribe & Save | Find Us", "h1": [], "h2": [ "Shop", "Subscribe & Save", "Find Us", "About", "Cart(0) 0 items", "See what else we’re cooking up:" ], "ctas": [ "Shop", "CLOSE", "SUBMIT" ], "prices": [], "form_fields": 1 }, "proof": [], "tactics": [ "review_wall", "subscription_toggle" ], "screenshots": { "hero": "https://uxxray.com/reports/graza.co/2026-07-09/desktop/04-checkout/hero.png", "full": "https://uxxray.com/reports/graza.co/2026-07-09/desktop/04-checkout/full.png" }, "crops": [ { "region": "primary_cta", "label": "Primary CTA", "url": "https://uxxray.com/reports/graza.co/2026-07-09/desktop/04-checkout/crops/primary_cta.png" } ] } ], "favicon_url": "https://api.uxxray.com/api/v1/teardown/graza-co-2026-07-09/favicon", "agent_brief": { "source_type": "rendered_summary", "note": "generated only from measured facts — see facts.patterns[].evidence", "markdown": "# Agent Brief — build in the style of graza.co\n\n> Machine-extracted from a live funnel teardown (2026-07-09). 100% facts — measured\n> tokens, detected patterns, harvested proof strings. No LLM interpretation.\n> Tokens: `tokens.json` / `tailwind.css`.\n\n**Category (label):** —\n**Funnel:** Homepage / Lander → Product page → Cart → Checkout\n\n## Palette (area-weighted from live CSS)\n| Hex | Usage | Likely role |\n|-----|------:|-------------|\n| `#f6e6d9` | 62.1% | background |\n| `#fff4ec` | 14.5% | background |\n| `#9eef80` | 6.8% | accent/brand |\n| `#d1e030` | 6.5% | accent/brand |\n| `#fbd535` | 4.1% | accent/brand |\n| `#000000` | 3.9% | support |\n| `#e8d6c8` | 1.7% | support |\n| `#ffffff` | 0.2% | background |\n\nCurated roles: `primary=#fbd535` · `accent=#fbd535` · `bg=#f6e6d9` · `surface=#fff4ec` · `text=#3c422e`\n\n## Type\n- Display: `ITC Garamond Condensed`\n- Body: `GT Alpina Typewriter`\n- Size scale (px): 12, 13, 16, 18, 20, 46, 48, 72, 102, 120\n- Radius (px): 3, 8, 10, 20, 32, 50\n\n## Patterns detected (fact-based) — 4/13\n- **Anchor / strikethrough pricing** — A struck-through original price or an \"X% off\" claim. _(pdp: $60 / 20% Off)_\n- **On-page review wall** — An embedded wall of customer reviews. _(home: review wall; pdp: review wall; checkout: review wall)_\n- **Free shipping** — Free shipping / delivery surfaced in the funnel. _(pdp: free shipping)_\n- **Proof above the fold** — Social proof rendered within the first viewport on at least one step. _(pdp: proof in first viewport)_\n\n## Proof language (harvested strings → templates)\n- `{N} Reviews` — e.g. \"1738 Reviews\"\n- `{X} out of 5` — e.g. \"4.9 out of 5\"\n- `Free shipping` — e.g. \"Free shipping\"\n- `LIMITED TIME` — e.g. \"LIMITED TIME\"\n- `{N}% Off` — e.g. \"20% Off\"\n\n## Funnel facts\n- Depth reached: 3 steps\n- Proof points: 5 across 1 steps\n- Free-gift line items (max on a step): 0\n- Discount/anchor pricing: yes · Countdown: no · Subscription: yes\n- Price continuity lander→checkout: not detected\n\n## To replicate\nMatch the palette + type tokens above, deploy the detected patterns at the same funnel positions, and reuse the proof-language templates with your own numbers.\n" }, "_links": { "self": "https://api.uxxray.com/api/v1/teardown/graza-co-2026-07-09/bundle", "html": "https://uxxray.com/t/graza-co-2026-07-09", "brief": "https://api.uxxray.com/api/v1/teardown/graza-co-2026-07-09/brief", "tokens_json": "https://api.uxxray.com/api/v1/teardown/graza-co-2026-07-09/tokens?format=json", "tokens_w3c": "https://api.uxxray.com/api/v1/teardown/graza-co-2026-07-09/tokens?format=w3c", "tailwind": "https://api.uxxray.com/api/v1/teardown/graza-co-2026-07-09/tokens?format=tailwind", "css": "https://api.uxxray.com/api/v1/teardown/graza-co-2026-07-09/tokens?format=css", "openapi": "https://api.uxxray.com/api/v1/openapi.json", "mcp": "https://api.uxxray.com (MCP)" }, "devices": { "desktop": { "score": { "score": 30, "band": "Sparse", "stars": 1 }, "steps": [ { "n": 1, "id": "home", "label": "Homepage / Lander", "url": "https://www.graza.co/", "reached": true, "copy": { "title": "GRAZA | High Quality Olive Oil", "hero_copy": "Shop | Subscribe & Save | Find Us", "h1": [ "Extra Virgin Olive Oil makes everything better.", "Made by people who take olives very seriously." ], "h2": [ "Shop", "Subscribe & Save", "Find Us", "About", "Cart(0) 0 items", "Get The Trio", "New E.V.O.O. Potato Chips", "Graza in Glass" ], "ctas": [ "Shop", "CLOSE", "⏸", "Sear", "Fry", "Grill", "Roast", "Bake", "Garnish", "Knead", "SUBMIT" ], "prices": [ "$21", "$16", "$14" ], "form_fields": 1 }, "proof": [], "tactics": [ "sticky_cta", "review_wall", "subscription_toggle" ], "screenshots": { "hero": "https://uxxray.com/reports/graza.co/2026-07-09/desktop/01-home/hero.png", "full": "https://uxxray.com/reports/graza.co/2026-07-09/desktop/01-home/full.png" }, "crops": [ { "region": "primary_cta", "label": "Primary CTA", "url": "https://uxxray.com/reports/graza.co/2026-07-09/desktop/01-home/crops/primary_cta.png" } ] }, { "n": 2, "id": "pdp", "label": "Product page", "url": "https://www.graza.co/products/the-trio?variant=46478650802390", "reached": true, "copy": { "title": "“The Trio” | Graza", "hero_copy": "Shop | Subscribe & Save | Find Us", "h1": [ "“The Trio”" ], "h2": [ "Shop", "Subscribe & Save", "Find Us", "About", "Cart(0) 0 items", "Sizzle, Drizzle, & Frizzle Set", "Fun things to do with Sizzle, Drizzle, & Frizzle", "See what else we’re cooking up:" ], "ctas": [ "Shop", "CLOSE", "Subscribe – $60 $48.36", "Filters", "Write a Review (Opens in a new window)", "Show More", "SUBMIT" ], "prices": [ "$60", "$48.36", "$52" ], "form_fields": 4 }, "proof": [ { "type": "review_count", "text": "1738 Reviews", "value": 1738 }, { "type": "star_rating", "text": "4.9 out of 5", "value": 4.9 }, { "type": "free_shipping", "text": "Free shipping", "value": null }, { "type": "urgency", "text": "LIMITED TIME", "value": null }, { "type": "discount", "text": "20% Off", "value": 20 } ], "tactics": [ "sticky_cta", "review_wall", "free_gift", "subscription_toggle", "free_shipping", "usage_proof" ], "screenshots": { "hero": "https://uxxray.com/reports/graza.co/2026-07-09/desktop/02-pdp/hero.png", "full": "https://uxxray.com/reports/graza.co/2026-07-09/desktop/02-pdp/full.png" }, "crops": [ { "region": "primary_cta", "label": "Primary CTA", "url": "https://uxxray.com/reports/graza.co/2026-07-09/desktop/02-pdp/crops/primary_cta.png" }, { "region": "proof", "label": "Proof placement", "url": "https://uxxray.com/reports/graza.co/2026-07-09/desktop/02-pdp/crops/proof.png" } ] }, { "n": 3, "id": "cart", "label": "Cart", "url": "https://www.graza.co/cart", "reached": false, "copy": { "title": "Your Shopping Cart", "hero_copy": "Shop | Subscribe & Save | Find Us", "h1": [], "h2": [ "Shop", "Subscribe & Save", "Find Us", "About", "Cart(0) 0 items", "See what else we’re cooking up:" ], "ctas": [ "Shop", "CLOSE", "SUBMIT" ], "prices": [], "form_fields": 1 }, "proof": [], "tactics": [ "sticky_cta", "review_wall", "subscription_toggle" ], "screenshots": { "hero": "https://uxxray.com/reports/graza.co/2026-07-09/desktop/03-cart/hero.png", "full": "https://uxxray.com/reports/graza.co/2026-07-09/desktop/03-cart/full.png" }, "crops": [] }, { "n": 4, "id": "checkout", "label": "Checkout", "url": "https://www.graza.co/cart", "reached": true, "copy": { "title": "Your Shopping Cart", "hero_copy": "Shop | Subscribe & Save | Find Us", "h1": [], "h2": [ "Shop", "Subscribe & Save", "Find Us", "About", "Cart(0) 0 items", "See what else we’re cooking up:" ], "ctas": [ "Shop", "CLOSE", "SUBMIT" ], "prices": [], "form_fields": 1 }, "proof": [], "tactics": [ "review_wall", "subscription_toggle" ], "screenshots": { "hero": "https://uxxray.com/reports/graza.co/2026-07-09/desktop/04-checkout/hero.png", "full": "https://uxxray.com/reports/graza.co/2026-07-09/desktop/04-checkout/full.png" }, "crops": [ { "region": "primary_cta", "label": "Primary CTA", "url": "https://uxxray.com/reports/graza.co/2026-07-09/desktop/04-checkout/crops/primary_cta.png" } ] } ] }, "mobile": { "score": { "score": 30, "band": "Sparse", "stars": 1 }, "steps": [ { "n": 1, "id": "home", "label": "Homepage / Lander", "url": "https://www.graza.co/", "reached": true, "copy": { "title": "GRAZA | High Quality Olive Oil", "hero_copy": "Shop Olive Oil | Shop By Collection | Featured", "h1": [ "Extra Virgin Olive Oil makes everything better.", "Made by people who take olives very seriously." ], "h2": [ "Shop Olive Oil", "Shop By Collection", "Featured", "Cart(0) 0 items", "Get The Trio", "New E.V.O.O. Potato Chips", "Graza in Glass", "Get The Trio" ], "ctas": [ "CLOSE", "⏸", "Sear", "Fry", "Grill", "Roast", "Bake", "Garnish", "Knead", "SUBMIT" ], "prices": [ "$21", "$16", "$14" ], "form_fields": 1 }, "proof": [], "tactics": [ "review_wall", "subscription_toggle" ], "screenshots": { "hero": "https://uxxray.com/reports/graza.co/2026-07-09/mobile/01-home/hero.png", "full": "https://uxxray.com/reports/graza.co/2026-07-09/mobile/01-home/full.png" }, "crops": [ { "region": "primary_cta", "label": "Primary CTA", "url": "https://uxxray.com/reports/graza.co/2026-07-09/mobile/01-home/crops/primary_cta.png" } ] }, { "n": 2, "id": "pdp", "label": "Product page", "url": "https://www.graza.co/products/the-trio?variant=46478650802390", "reached": true, "copy": { "title": "“The Trio” | Graza", "hero_copy": "Shop Olive Oil | Shop By Collection | Featured", "h1": [ "“The Trio”" ], "h2": [ "Shop Olive Oil", "Shop By Collection", "Featured", "Cart(0) 0 items", "Sizzle, Drizzle, & Frizzle Set", "Fun things to do with Sizzle, Drizzle, & Frizzle", "See what else we’re cooking up:" ], "ctas": [ "CLOSE", "Subscribe – $60 $48.36", "Filters", "Write a Review (Opens in a new window)", "Read More Read more about this review", "Show More", "SUBMIT" ], "prices": [ "$60", "$48.36", "$52" ], "form_fields": 4 }, "proof": [ { "type": "review_count", "text": "1738 Reviews", "value": 1738 }, { "type": "star_rating", "text": "4.9 out of 5", "value": 4.9 }, { "type": "free_shipping", "text": "Free shipping", "value": null }, { "type": "urgency", "text": "LIMITED TIME", "value": null }, { "type": "discount", "text": "20% Off", "value": 20 } ], "tactics": [ "sticky_cta", "review_wall", "free_gift", "subscription_toggle", "free_shipping", "usage_proof" ], "screenshots": { "hero": "https://uxxray.com/reports/graza.co/2026-07-09/mobile/02-pdp/hero.png", "full": "https://uxxray.com/reports/graza.co/2026-07-09/mobile/02-pdp/full.png" }, "crops": [ { "region": "primary_cta", "label": "Primary CTA", "url": "https://uxxray.com/reports/graza.co/2026-07-09/mobile/02-pdp/crops/primary_cta.png" }, { "region": "proof", "label": "Proof placement", "url": "https://uxxray.com/reports/graza.co/2026-07-09/mobile/02-pdp/crops/proof.png" } ] }, { "n": 3, "id": "cart", "label": "Cart", "url": "https://www.graza.co/cart", "reached": false, "copy": { "title": "Your Shopping Cart", "hero_copy": "Shop Olive Oil | Shop By Collection | Featured", "h1": [], "h2": [ "Shop Olive Oil", "Shop By Collection", "Featured", "Cart(0) 0 items", "See what else we’re cooking up:" ], "ctas": [ "CLOSE", "SUBMIT" ], "prices": [], "form_fields": 1 }, "proof": [], "tactics": [ "review_wall", "subscription_toggle" ], "screenshots": { "hero": "https://uxxray.com/reports/graza.co/2026-07-09/mobile/03-cart/hero.png", "full": "https://uxxray.com/reports/graza.co/2026-07-09/mobile/03-cart/full.png" }, "crops": [] }, { "n": 4, "id": "checkout", "label": "Checkout", "url": "https://www.graza.co/cart", "reached": true, "copy": { "title": "Your Shopping Cart", "hero_copy": "Shop Olive Oil | Shop By Collection | Featured", "h1": [], "h2": [ "Shop Olive Oil", "Shop By Collection", "Featured", "Cart(0) 0 items", "See what else we’re cooking up:" ], "ctas": [ "CLOSE", "SUBMIT" ], "prices": [], "form_fields": 1 }, "proof": [], "tactics": [ "review_wall", "subscription_toggle" ], "screenshots": { "hero": "https://uxxray.com/reports/graza.co/2026-07-09/mobile/04-checkout/hero.png", "full": "https://uxxray.com/reports/graza.co/2026-07-09/mobile/04-checkout/full.png" }, "crops": [ { "region": "primary_cta", "label": "Primary CTA", "url": "https://uxxray.com/reports/graza.co/2026-07-09/mobile/04-checkout/crops/primary_cta.png" } ] } ] } } }