# Funnel Teardown — nike.com

> An evidence-based read of nike.com's live conversion funnel, captured 2026-07-10.
> 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
**Evidence Coverage Score:** 10/100 (Sparse)
**Path captured:** Homepage / Lander → Cart → Checkout

## Scorecard — where the points come from
| Category | Earned |
|----------|-------:|
| Offer clarity | 4 / 18 |
| Action path | 0 / 13 |
| Trust & proof | 0 / 17 |
| Friction reduction | 4 / 15 |
| Value reinforcement | 0 / 15 |
| Risk reversal & urgency | 0 / 10 |

## 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.
- **Free shipping** — Free shipping / delivery surfaced in the funnel.  
  _Proof:_ `home: free shipping`

## What's missing — gaps for a 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.
- **Anchor / strikethrough pricing** — not detected. A struck-through original price or an "X% off" claim.
- **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.
- **Money-back guarantee** — not detected. An N-day / money-back guarantee stated.
- **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.

## Proof language observed
The exact phrasing this funnel uses to build credibility — study the *mechanism* (specific numbers, named counts, guarantees), not the wording:
- `Free shipping` — e.g. "Free shipping"

## Measured design signals (facts, not a style to copy)
- Palette, area-weighted from live CSS:

| Hex | Usage | Likely role |
|-----|------:|-------------|
| `#ffffff` | 61.7% | background |
| `#e5e5e5` | 14.6% | background |
| `#cacacb` | 14.1% | support |
| `#f5f5f5` | 9.5% | background |
| `#111111` | 0.1% | support |
| `#1f1f21` | 0% | support |

- Type: display `Helvetica Now Display Medium`, body `Helvetica Now Text Medium` · size scale (px): 12, 14, 16, 20, 24, 76 · radius (px): 4, 8, 20, 24, 30, 50

## Funnel facts
- Depth reached: 1 steps
- Proof points: 0 across 0 steps
- Free-gift line items (max on a step): 0
- Discount/anchor pricing: no · Countdown: no · Subscription: no
- Price continuity lander→checkout: not detected

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_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._