{ "schema_version": "1.0", "generated_at": "2026-07-11T00:03:07.334Z", "slug": "nike", "domain": "nike.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": 10, "band": "Sparse", "stars": 1, "categories": [ { "id": "offer", "label": "Offer clarity", "pts": 4, "cap": 18 }, { "id": "action", "label": "Action path", "pts": 0, "cap": 13 }, { "id": "trust", "label": "Trust & proof", "pts": 0, "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": 10, "band": "Sparse", "stars": 1, "categories": [ { "id": "offer", "label": "Offer clarity", "pts": 4, "cap": 18 }, { "id": "action", "label": "Action path", "pts": 0, "cap": 13 }, { "id": "trust", "label": "Trust & proof", "pts": 0, "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": 1, "proof_points": 0, "proof_steps": 0, "components_present": 2, "free_gifts": 0, "discount_present": false, "has_countdown": false, "subscription_detected": false, "checkout_form_fields": 0, "price_continuity": { "continuous": false, "shared": [] }, "tactics_detected": 1, "tactics_total": 13, "checkout_reached": false }, "patterns": [ { "id": "anchor_discount", "label": "Anchor / strikethrough pricing", "category": "offer", "present": false, "count": 0, "evidence": [] }, { "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": [ "home: 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": false, "count": 0, "evidence": [] }, { "id": "proof_saturation", "label": "Proof at every step", "category": "proof", "present": false, "count": 0, "evidence": [] }, { "id": "review_wall", "label": "On-page review wall", "category": "proof", "present": false, "count": 0, "evidence": [] }, { "id": "subscription_default", "label": "Subscription / auto-ship", "category": "offer", "present": false, "count": 0, "evidence": [] } ] }, "design_tokens": { "source_type": "measured", "summary": { "roles": { "primary": "#ffffff", "accent": "#ffffff", "bg": "#ffffff", "surface": "#e5e5e5", "text": "#707072" }, "font": { "display": "Helvetica Now Display Medium", "body": "Helvetica Now Text Medium" }, "radius_scale": [ 4, 8, 20, 24, 30, 50 ] } }, "proof_language": [ { "type": "free_shipping", "template": "Free shipping", "examples": [ "Free shipping" ] } ], "steps": [ { "n": 1, "id": "home", "label": "Homepage / Lander", "url": "https://www.nike.com/", "reached": true, "copy": { "title": "Nike. Just Do It. Nike.com", "hero_copy": "Celebrating History | DIAMOND CLASSICS | LOCK IN. LEVEL UP.", "h1": [], "h2": [ "Celebrating History", "DIAMOND CLASSICS", "LOCK IN. LEVEL UP.", "Lock In. Level Up.", "TRENDING", "TRENDING", "Africa", "Americas" ], "ctas": [ "United States", "Guides", "Join Us", "Shop Cristiano Ronaldo", "Shop France", "Shop England", "Shop Soccer", "Shop", "Shop the Collection", "Shop Baseball", "Shop Equipment", "Shop Fan Gear" ], "prices": [], "form_fields": 1 }, "proof": [], "tactics": [ "free_shipping", "social_proof_logos" ], "screenshots": { "hero": "https://uxxray.com/reports/nike.com/2026-07-10/desktop/01-home/hero.png", "full": "https://uxxray.com/reports/nike.com/2026-07-10/desktop/01-home/full.png" }, "crops": [ { "region": "primary_cta", "label": "Primary CTA", "url": "https://uxxray.com/reports/nike.com/2026-07-10/desktop/01-home/crops/primary_cta.png" } ] }, { "n": 2, "id": "cart", "label": "Cart", "url": "https://www.nike.com/cart", "reached": false, "copy": { "title": "Cart. Nike Store.", "hero_copy": "Bag | Summary | Favorites", "h1": [ "Bag" ], "h2": [ "Summary", "Favorites", "Africa", "Americas", "Asia Pacific", "Europe", "Middle East" ], "ctas": [ "Checkout", "United States", "Guides", "Join Us", "Join us", "Order Status", "Order Cancellation" ], "prices": [ "$50.00", "$50", "$55.00", "$47.00", "$155.00", "$60.97", "$75.00", "$65.00", "$30.00", "$220.00", "$70.00" ], "form_fields": 2 }, "proof": [ { "type": "free_shipping", "text": "Free shipping", "value": null } ], "tactics": [], "screenshots": { "hero": "https://uxxray.com/reports/nike.com/2026-07-10/desktop/02-cart/hero.png", "full": "https://uxxray.com/reports/nike.com/2026-07-10/desktop/02-cart/full.png" }, "crops": [] }, { "n": 3, "id": "checkout", "label": "Checkout", "url": "https://www.nike.com/cart", "reached": false, "copy": { "title": "Cart. Nike Store.", "hero_copy": "Bag | Summary | Favorites", "h1": [ "Bag" ], "h2": [ "Summary", "Favorites", "Africa", "Americas", "Asia Pacific", "Europe", "Middle East" ], "ctas": [ "Checkout", "United States", "Guides", "Join Us", "Join us", "Order Status", "Order Cancellation" ], "prices": [ "$50.00", "$50", "$55.00", "$47.00", "$155.00", "$60.97", "$75.00", "$65.00", "$30.00", "$220.00", "$70.00" ], "form_fields": 2 }, "proof": [ { "type": "free_shipping", "text": "Free shipping", "value": null } ], "tactics": [], "screenshots": { "hero": "https://uxxray.com/reports/nike.com/2026-07-10/desktop/03-checkout/hero.png", "full": "https://uxxray.com/reports/nike.com/2026-07-10/desktop/03-checkout/full.png" }, "crops": [] } ], "favicon_url": "https://api.uxxray.com/api/v1/teardown/nike/favicon", "agent_brief": { "source_type": "rendered_summary", "note": "generated only from measured facts — see facts.patterns[].evidence", "markdown": "# Funnel Teardown — nike.com\n\n> An evidence-based read of nike.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:** 10/100 (Sparse)\n**Path captured:** Homepage / Lander → Cart → Checkout\n\n## Scorecard — where the points come from\n| Category | Earned |\n|----------|-------:|\n| Offer clarity | 4 / 18 |\n| Action path | 0 / 13 |\n| Trust & proof | 0 / 17 |\n| Friction reduction | 4 / 15 |\n| Value reinforcement | 0 / 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- **Free shipping** — Free shipping / delivery surfaced in the funnel. \n _Proof:_ `home: 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- **Anchor / strikethrough pricing** — not detected. A struck-through original price or an \"X% off\" claim.\n- **Subscription / auto-ship** — not detected. A recurring delivery interval detected on the cart or checkout step.\n- **Per-unit price anchor** — not detected. Price reframed per serving / day / use to shrink perceived cost.\n- **Us-vs-them comparison** — not detected. A comparison table framing the brand against alternatives.\n- **On-page review wall** — not detected. An embedded wall of customer reviews.\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- `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| `#ffffff` | 61.7% | background |\n| `#e5e5e5` | 14.6% | background |\n| `#cacacb` | 14.1% | support |\n| `#f5f5f5` | 9.5% | background |\n| `#111111` | 0.1% | support |\n| `#1f1f21` | 0% | support |\n\n- 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\n\n## Funnel facts\n- Depth reached: 1 steps\n- Proof points: 0 across 0 steps\n- Free-gift line items (max on a step): 0\n- Discount/anchor pricing: no · Countdown: no · Subscription: no\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/nike/bundle", "html": "https://uxxray.com/ux-report/nike", "brief": "https://api.uxxray.com/api/v1/teardown/nike/brief", "tokens_json": "https://api.uxxray.com/api/v1/teardown/nike/tokens?format=json", "tokens_w3c": "https://api.uxxray.com/api/v1/teardown/nike/tokens?format=w3c", "tailwind": "https://api.uxxray.com/api/v1/teardown/nike/tokens?format=tailwind", "css": "https://api.uxxray.com/api/v1/teardown/nike/tokens?format=css", "openapi": "https://api.uxxray.com/api/v1/openapi.json", "mcp": "https://api.uxxray.com (MCP)" }, "devices": { "desktop": { "score": { "score": 10, "band": "Sparse", "stars": 1 }, "steps": [ { "n": 1, "id": "home", "label": "Homepage / Lander", "url": "https://www.nike.com/", "reached": true, "copy": { "title": "Nike. Just Do It. Nike.com", "hero_copy": "Celebrating History | DIAMOND CLASSICS | LOCK IN. LEVEL UP.", "h1": [], "h2": [ "Celebrating History", "DIAMOND CLASSICS", "LOCK IN. LEVEL UP.", "Lock In. Level Up.", "TRENDING", "TRENDING", "Africa", "Americas" ], "ctas": [ "United States", "Guides", "Join Us", "Shop Cristiano Ronaldo", "Shop France", "Shop England", "Shop Soccer", "Shop", "Shop the Collection", "Shop Baseball", "Shop Equipment", "Shop Fan Gear" ], "prices": [], "form_fields": 1 }, "proof": [], "tactics": [ "free_shipping", "social_proof_logos" ], "screenshots": { "hero": "https://uxxray.com/reports/nike.com/2026-07-10/desktop/01-home/hero.png", "full": "https://uxxray.com/reports/nike.com/2026-07-10/desktop/01-home/full.png" }, "crops": [ { "region": "primary_cta", "label": "Primary CTA", "url": "https://uxxray.com/reports/nike.com/2026-07-10/desktop/01-home/crops/primary_cta.png" } ] }, { "n": 2, "id": "cart", "label": "Cart", "url": "https://www.nike.com/cart", "reached": false, "copy": { "title": "Cart. Nike Store.", "hero_copy": "Bag | Summary | Favorites", "h1": [ "Bag" ], "h2": [ "Summary", "Favorites", "Africa", "Americas", "Asia Pacific", "Europe", "Middle East" ], "ctas": [ "Checkout", "United States", "Guides", "Join Us", "Join us", "Order Status", "Order Cancellation" ], "prices": [ "$50.00", "$50", "$55.00", "$47.00", "$155.00", "$60.97", "$75.00", "$65.00", "$30.00", "$220.00", "$70.00" ], "form_fields": 2 }, "proof": [ { "type": "free_shipping", "text": "Free shipping", "value": null } ], "tactics": [], "screenshots": { "hero": "https://uxxray.com/reports/nike.com/2026-07-10/desktop/02-cart/hero.png", "full": "https://uxxray.com/reports/nike.com/2026-07-10/desktop/02-cart/full.png" }, "crops": [] }, { "n": 3, "id": "checkout", "label": "Checkout", "url": "https://www.nike.com/cart", "reached": false, "copy": { "title": "Cart. Nike Store.", "hero_copy": "Bag | Summary | Favorites", "h1": [ "Bag" ], "h2": [ "Summary", "Favorites", "Africa", "Americas", "Asia Pacific", "Europe", "Middle East" ], "ctas": [ "Checkout", "United States", "Guides", "Join Us", "Join us", "Order Status", "Order Cancellation" ], "prices": [ "$50.00", "$50", "$55.00", "$47.00", "$155.00", "$60.97", "$75.00", "$65.00", "$30.00", "$220.00", "$70.00" ], "form_fields": 2 }, "proof": [ { "type": "free_shipping", "text": "Free shipping", "value": null } ], "tactics": [], "screenshots": { "hero": "https://uxxray.com/reports/nike.com/2026-07-10/desktop/03-checkout/hero.png", "full": "https://uxxray.com/reports/nike.com/2026-07-10/desktop/03-checkout/full.png" }, "crops": [] } ] }, "mobile": { "score": { "score": 10, "band": "Sparse", "stars": 1 }, "steps": [ { "n": 1, "id": "home", "label": "Homepage / Lander", "url": "https://www.nike.com/", "reached": true, "copy": { "title": "Nike. Just Do It. Nike.com", "hero_copy": "CELEBRATING HISTORY | Diamond Classics | Lock In. Level Up.", "h1": [], "h2": [ "CELEBRATING HISTORY", "Diamond Classics", "Lock In. Level Up.", "LOCK IN. LEVEL UP.", "TRENDING", "TRENDING" ], "ctas": [ "OPEN", "See All", "United States", "Guides", "Shop Cristiano Ronaldo", "Shop France", "Shop England", "Shop Soccer", "Shop", "Shop Pegasus 42", "Join Us" ], "prices": [], "form_fields": 0 }, "proof": [], "tactics": [ "free_shipping", "social_proof_logos" ], "screenshots": { "hero": "https://uxxray.com/reports/nike.com/2026-07-10/mobile/01-home/hero.png", "full": "https://uxxray.com/reports/nike.com/2026-07-10/mobile/01-home/full.png" }, "crops": [ { "region": "primary_cta", "label": "Primary CTA", "url": "https://uxxray.com/reports/nike.com/2026-07-10/mobile/01-home/crops/primary_cta.png" } ] }, { "n": 2, "id": "cart", "label": "Cart", "url": "https://www.nike.com/cart", "reached": false, "copy": { "title": "Cart. Nike Store.", "hero_copy": "Bag | Summary | Favorites", "h1": [ "Bag" ], "h2": [ "Summary", "Favorites" ], "ctas": [ "Go to Checkout", "United States", "Guides", "Join us" ], "prices": [ "$47.00", "$55.00", "$155.00", "$60.97", "$75.00", "$65.00", "$220.00", "$144.97", "$180.00", "$30.00", "$42.00", "$125.00", "$50.00", "$50" ], "form_fields": 1 }, "proof": [ { "type": "free_shipping", "text": "Free shipping", "value": null } ], "tactics": [], "screenshots": { "hero": "https://uxxray.com/reports/nike.com/2026-07-10/mobile/02-cart/hero.png", "full": "https://uxxray.com/reports/nike.com/2026-07-10/mobile/02-cart/full.png" }, "crops": [] }, { "n": 3, "id": "checkout", "label": "Checkout", "url": "https://www.nike.com/cart", "reached": false, "copy": { "title": "Cart. Nike Store.", "hero_copy": "Bag | Summary | Favorites", "h1": [ "Bag" ], "h2": [ "Summary", "Favorites" ], "ctas": [ "United States", "Guides", "Join us" ], "prices": [ "$47.00", "$55.00", "$155.00", "$60.97", "$75.00", "$65.00", "$220.00", "$144.97", "$180.00", "$30.00", "$42.00", "$125.00" ], "form_fields": 1 }, "proof": [], "tactics": [], "screenshots": { "hero": "https://uxxray.com/reports/nike.com/2026-07-10/mobile/03-checkout/hero.png", "full": "https://uxxray.com/reports/nike.com/2026-07-10/mobile/03-checkout/full.png" }, "crops": [] } ] } } }