{ "schema_version": "1.0", "generated_at": "2026-07-11T00:04:07.398Z", "slug": "pupgum", "domain": "pupgum.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": 80, "band": "Strong", "stars": 4, "categories": [ { "id": "offer", "label": "Offer clarity", "pts": 13, "cap": 18 }, { "id": "action", "label": "Action path", "pts": 13, "cap": 13 }, { "id": "trust", "label": "Trust & proof", "pts": 17, "cap": 17 }, { "id": "friction", "label": "Friction reduction", "pts": 15, "cap": 15 }, { "id": "value", "label": "Value reinforcement", "pts": 5, "cap": 15 }, { "id": "urgency", "label": "Risk reversal & urgency", "pts": 7, "cap": 10 } ] }, "devices_available": [ "desktop", "mobile" ], "facts": { "source_type": "measured", "profile": { "funnel_type": "ecommerce", "score": { "score": 80, "band": "Strong", "stars": 4, "categories": [ { "id": "offer", "label": "Offer clarity", "pts": 13, "cap": 18 }, { "id": "action", "label": "Action path", "pts": 13, "cap": 13 }, { "id": "trust", "label": "Trust & proof", "pts": 17, "cap": 17 }, { "id": "friction", "label": "Friction reduction", "pts": 15, "cap": 15 }, { "id": "value", "label": "Value reinforcement", "pts": 5, "cap": 15 }, { "id": "urgency", "label": "Risk reversal & urgency", "pts": 7, "cap": 10 } ] }, "funnel_depth": 4, "proof_points": 7, "proof_steps": 4, "components_present": 9, "free_gifts": 2, "discount_present": true, "has_countdown": false, "subscription_detected": true, "checkout_form_fields": 25, "price_continuity": { "continuous": true, "shared": [ "$26.35" ] }, "tactics_detected": 10, "tactics_total": 13, "checkout_reached": true }, "patterns": [ { "id": "anchor_discount", "label": "Anchor / strikethrough pricing", "category": "offer", "present": true, "count": 3, "evidence": [ "home: $31.00 / 20% OFF", "pdp: $31.00 / SAVE 15%", "cart: $31.00 / 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": true, "count": 1, "evidence": [ "checkout: express wallet (embedded)" ] }, { "id": "faq_objection", "label": "FAQ / objection handling", "category": "objection", "present": true, "count": 3, "evidence": [ "home: Is PupGum actually gum?", "pdp: What is the 30-Day Guarantee?", "cart: What is the 30-Day Guarantee?" ] }, { "id": "free_gift_stack", "label": "Stacked free gifts", "category": "incentive", "present": true, "count": 2, "evidence": [ "cart: FREE Mystery Tote 07/08/2026 Nicole", "cart: FREE Mystery Tote" ] }, { "id": "free_shipping_offer", "label": "Free shipping", "category": "offer", "present": true, "count": 4, "evidence": [ "home: Free shipping", "pdp: Free shipping", "cart: Free shipping", "checkout: Free shipping" ] }, { "id": "guarantee", "label": "Money-back guarantee", "category": "proof", "present": true, "count": 3, "evidence": [ "home: 30-DAY GUARANTEE", "pdp: 30-DAY MONEY-BACK GUARANTEE", "cart: 30-DAY MONEY-BACK GUARANTEE" ] }, { "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": 2, "evidence": [ "pdp: proof in first viewport", "cart: proof in first viewport" ] }, { "id": "proof_saturation", "label": "Proof at every step", "category": "proof", "present": true, "count": 3, "evidence": [ "home: 923 reviews", "pdp: 923 reviews", "cart: 923 reviews" ] }, { "id": "review_wall", "label": "On-page review wall", "category": "proof", "present": true, "count": 3, "evidence": [ "home: review widget", "pdp: review widget", "cart: review widget" ] }, { "id": "subscription_default", "label": "Subscription / auto-ship", "category": "offer", "present": true, "count": 2, "evidence": [ "cart: every 2 weeks", "checkout: every 2 weeks" ] } ] }, "design_tokens": { "source_type": "measured", "summary": { "roles": { "primary": "#ffe800", "accent": "#9fcdff", "bg": "#ffffff", "surface": "#e6f3fb", "text": "#000000", "secondary": "#ffa1c6" }, "font": { "display": "Monument Grotesk Mono", "body": "Monument Grotesk Mono" }, "radius_scale": [ 2, 3, 4, 8, 11, 12, 16, 18, 24, 30, 50 ] } }, "proof_language": [ { "type": "review_count", "template": "{N} reviews", "examples": [ "923 reviews" ] }, { "type": "guarantee", "template": "{N}-DAY MONEY-BACK GUARANTEE", "examples": [ "30-DAY GUARANTEE", "30-DAY MONEY-BACK GUARANTEE" ] }, { "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", "SAVE 15%" ] } ], "steps": [ { "n": 1, "id": "home", "label": "Homepage / Lander", "url": "https://pupgum.com/", "reached": true, "copy": { "title": "PupGum ✨ Kiss Dog Breath Goodbye", "hero_copy": "PUPGUM | PupGum ✨ Kiss Dog Breath Goodbye", "h1": [ "PUPGUM", "PupGum ✨ Kiss Dog Breath Goodbye" ], "h2": [], "ctas": [ "0 items in your cart Open Cart", "0 items in your cart", "SHOP PUPGUM", "Previous", "Next", "Breath chews for dogs weighing 5-15LBS", "BREATH CHEWS FOR SMALL DOGS", "Breath chews for dogs weighing 16-40LBS", "BREATH CHEWS FOR MEDIUM DOGS", "Breath chews for dogs weighing 41+ LBS", "BREATH CHEWS FOR LARGE DOGS", "2 WEEKS 14 CHEWS" ], "prices": [ "$31.00", "$26.35" ], "form_fields": 2 }, "proof": [ { "type": "review_count", "text": "923 reviews", "value": 923 }, { "type": "guarantee", "text": "30-DAY GUARANTEE", "value": 30 }, { "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", "subscription_toggle", "faq_accordion", "trust_badges", "free_shipping", "social_proof_logos" ], "screenshots": { "hero": "https://uxxray.com/reports/pupgum.com/2026-07-10/desktop/01-home/hero.png", "full": "https://uxxray.com/reports/pupgum.com/2026-07-10/desktop/01-home/full.png" }, "crops": [ { "region": "primary_cta", "label": "Primary CTA", "url": "https://uxxray.com/reports/pupgum.com/2026-07-10/desktop/01-home/crops/primary_cta.png" }, { "region": "proof", "label": "Proof placement", "url": "https://uxxray.com/reports/pupgum.com/2026-07-10/desktop/01-home/crops/proof.png" } ] }, { "n": 2, "id": "pdp", "label": "Product page (Medium Dogs)", "url": "https://pupgum.com/products/pupgum-medium-dogs", "reached": true, "copy": { "title": "PupGum - Medium Dogs ✨ PupGum", "hero_copy": "PUPGUM | PupGum - Medium Dogs", "h1": [ "PupGum - Medium Dogs" ], "h2": [ "PUPGUM" ], "ctas": [ "0 items in your cart Open Cart", "0 items in your cart", "Previous", "Next", "Breath chews for dogs weighing 5-15LBS", "Breath chews for dogs weighing 16-40LBS", "Breath chews for dogs weighing 41+ LBS", "2 WEEKS 14 CHEWS", "4 WEEKS 28 CHEWS", "8 WEEKS 56 CHEWS", "$31.00 $26.35 ADD TO CART", "SHOP PUPGUM" ], "prices": [ "$31.00", "$26.35" ], "form_fields": 3 }, "proof": [ { "type": "review_count", "text": "923 reviews", "value": 923 }, { "type": "guarantee", "text": "30-DAY MONEY-BACK GUARANTEE", "value": 30 }, { "type": "free_shipping", "text": "Free shipping", "value": null }, { "type": "urgency", "text": "Limited Time", "value": null }, { "type": "discount", "text": "SAVE 15%", "value": 15 } ], "tactics": [ "sticky_cta", "review_wall", "free_gift", "subscription_toggle", "faq_accordion", "trust_badges", "free_shipping", "social_proof_logos" ], "screenshots": { "hero": "https://uxxray.com/reports/pupgum.com/2026-07-10/desktop/02-pdp/hero.png", "full": "https://uxxray.com/reports/pupgum.com/2026-07-10/desktop/02-pdp/full.png" }, "crops": [ { "region": "primary_cta", "label": "Primary CTA", "url": "https://uxxray.com/reports/pupgum.com/2026-07-10/desktop/02-pdp/crops/primary_cta.png" }, { "region": "proof", "label": "Proof placement", "url": "https://uxxray.com/reports/pupgum.com/2026-07-10/desktop/02-pdp/crops/proof.png" } ] }, { "n": 3, "id": "cart", "label": "Cart / add-to-cart drawer", "url": "https://pupgum.com/products/pupgum-medium-dogs", "reached": true, "copy": { "title": "PupGum - Medium Dogs ✨ PupGum", "hero_copy": "PUPGUM | PupGum - Medium Dogs", "h1": [ "PupGum - Medium Dogs" ], "h2": [ "PUPGUM" ], "ctas": [ "Decrement quantity", "Increment quantity", "CHECK OUT", "1 items in your cart Close Cart", "1 items in your cart", "Previous", "Next", "Breath chews for dogs weighing 5-15LBS", "Breath chews for dogs weighing 16-40LBS", "Breath chews for dogs weighing 41+ LBS", "2 WEEKS 14 CHEWS", "4 WEEKS 28 CHEWS" ], "prices": [ "$26.35", "$31.00" ], "form_fields": 4 }, "proof": [ { "type": "review_count", "text": "923 reviews", "value": 923 }, { "type": "guarantee", "text": "30-DAY MONEY-BACK GUARANTEE", "value": 30 }, { "type": "free_shipping", "text": "Free shipping", "value": null }, { "type": "urgency", "text": "Limited Time", "value": null }, { "type": "discount", "text": "20% OFF", "value": 20 } ], "tactics": [ "review_wall", "free_gift", "subscription_toggle", "faq_accordion", "trust_badges", "free_shipping", "social_proof_logos" ], "screenshots": { "hero": "https://uxxray.com/reports/pupgum.com/2026-07-10/desktop/03-cart/hero.png", "full": "https://uxxray.com/reports/pupgum.com/2026-07-10/desktop/03-cart/full.png" }, "crops": [ { "region": "primary_cta", "label": "Primary CTA", "url": "https://uxxray.com/reports/pupgum.com/2026-07-10/desktop/03-cart/crops/primary_cta.png" }, { "region": "proof", "label": "Proof placement", "url": "https://uxxray.com/reports/pupgum.com/2026-07-10/desktop/03-cart/crops/proof.png" }, { "region": "checkout", "label": "Cart / order summary", "url": "https://uxxray.com/reports/pupgum.com/2026-07-10/desktop/03-cart/crops/checkout.png" } ] }, { "n": 4, "id": "checkout", "label": "Checkout", "url": "https://shop.pupgum.com/checkouts/cn/hWNEKBurz9TA591dDqrnD5tK/en-us?_r=AQABW-PteOMfTMAvpdMxCtljkzoVzlE1Po2qa8dHQt2yEv0&auto_redirect=false&edge_redirect=true&skip_shop_pay=true", "reached": true, "copy": { "title": "Checkout - PupGum", "hero_copy": "PupGum Checkout | Express checkout | Contact", "h1": [ "PupGum Checkout", "There was a problem with our checkout" ], "h2": [ "Express checkout", "Contact", "Delivery", "Shipping method", "Payment", "Finalize order", "Order summary" ], "ctas": [ "+5", "Not now", "Add discount", "cancellation policy", "Pay now", "Submit", "Refund policy", "Shipping", "Privacy policy", "Terms of service", "Cancellations", "Contact" ], "prices": [ "$26.35" ], "form_fields": 25 }, "proof": [ { "type": "free_shipping", "text": "Free shipping", "value": null } ], "tactics": [ "free_shipping", "social_proof_logos", "express_checkout" ], "screenshots": { "hero": "https://uxxray.com/reports/pupgum.com/2026-07-10/desktop/04-checkout/hero.png", "full": "https://uxxray.com/reports/pupgum.com/2026-07-10/desktop/04-checkout/full.png" }, "crops": [ { "region": "checkout", "label": "Checkout region", "url": "https://uxxray.com/reports/pupgum.com/2026-07-10/desktop/04-checkout/crops/checkout.png" } ] } ], "favicon_url": "https://api.uxxray.com/api/v1/teardown/pupgum/favicon", "agent_brief": { "source_type": "rendered_summary", "note": "generated only from measured facts — see facts.patterns[].evidence", "markdown": "# Funnel Teardown — pupgum.com\n\n> An evidence-based read of pupgum.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:** 80/100 (Strong)\n**Path captured:** Homepage / Lander → Product page (Medium Dogs) → Cart / add-to-cart drawer → Checkout\n\n## Scorecard — where the points come from\n| Category | Earned |\n|----------|-------:|\n| Offer clarity | 13 / 18 |\n| Action path | 13 / 13 |\n| Trust & proof | 17 / 17 |\n| Friction reduction | 15 / 15 |\n| Value reinforcement | 5 / 15 |\n| Risk reversal & urgency | 7 / 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- **Proof at every step** — Social proof (reviews / ratings / counts) present across most funnel steps. \n _Proof:_ `home: 923 reviews`, `pdp: 923 reviews`, `cart: 923 reviews`\n- **Stacked free gifts** — Two or more $0 / FREE line items on the cart or checkout step. \n _Proof:_ `cart: FREE Mystery Tote 07/08/2026 Nicole`, `cart: FREE Mystery Tote`\n- **Anchor / strikethrough pricing** — A struck-through original price or an \"X% off\" claim. \n _Proof:_ `home: $31.00 / 20% OFF`, `pdp: $31.00 / SAVE 15%`, `cart: $31.00 / 20% OFF`\n- **Subscription / auto-ship** — A recurring delivery interval detected on the cart or checkout step. \n _Proof:_ `cart: every 2 weeks`, `checkout: every 2 weeks`\n- **On-page review wall** — An embedded wall of customer reviews. \n _Proof:_ `home: review widget`, `pdp: review widget`, `cart: review widget`\n- **Express wallets** — One-tap wallets (Shop Pay / PayPal / G Pay) offered. \n _Proof:_ `checkout: express wallet (embedded)`\n- **Free shipping** — Free shipping / delivery surfaced in the funnel. \n _Proof:_ `home: Free shipping`, `pdp: Free shipping`, `cart: Free shipping`\n- **Money-back guarantee** — An N-day / money-back guarantee stated. \n _Proof:_ `home: 30-DAY GUARANTEE`, `pdp: 30-DAY MONEY-BACK GUARANTEE`, `cart: 30-DAY MONEY-BACK GUARANTEE`\n- **FAQ / objection handling** — An accordion / FAQ block answering objections. \n _Proof:_ `home: Is PupGum actually gum?`, `pdp: What is the 30-Day Guarantee?`, `cart: What is the 30-Day Guarantee?`\n- **Proof above the fold** — Social proof rendered within the first viewport on at least one step. \n _Proof:_ `pdp: proof in first viewport`, `cart: proof in first viewport`\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- **Countdown / urgency timer** — not detected. A visible countdown timer creating time pressure.\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\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- `{N} reviews` — e.g. \"923 reviews\"\n- `{N}-DAY MONEY-BACK GUARANTEE` — e.g. \"30-DAY GUARANTEE\", \"30-DAY MONEY-BACK GUARANTEE\"\n- `Free shipping` — e.g. \"Free shipping\"\n- `Limited Time` — e.g. \"Limited Time\"\n- `{N}% OFF` — e.g. \"20% OFF\", \"SAVE 15%\"\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` | 80% | background |\n| `#e7f3fb` | 5.2% | background |\n| `#9dcdee` | 4.9% | support |\n| `#9fcdff` | 3% | support |\n| `#ffe800` | 2.1% | accent/brand |\n| `#ffa1c6` | 2% | support |\n| `#e6f3fb` | 0.9% | background |\n| `#000000` | 0.8% | support |\n\n- Type: display `Monument Grotesk Mono`, body `Monument Grotesk Mono` · size scale (px): 12, 16, 18, 20, 24, 25, 32, 36, 45, 48, 72, 96 · radius (px): 2, 3, 4, 8, 11, 12, 16, 18, 24, 30, 50\n\n## Funnel facts\n- Depth reached: 4 steps\n- Proof points: 7 across 4 steps\n- Free-gift line items (max on a step): 2\n- Discount/anchor pricing: yes · Countdown: no · Subscription: yes\n- Price continuity lander→checkout: yes ($26.35)\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/pupgum/bundle", "html": "https://uxxray.com/ux-report/pupgum", "brief": "https://api.uxxray.com/api/v1/teardown/pupgum/brief", "tokens_json": "https://api.uxxray.com/api/v1/teardown/pupgum/tokens?format=json", "tokens_w3c": "https://api.uxxray.com/api/v1/teardown/pupgum/tokens?format=w3c", "tailwind": "https://api.uxxray.com/api/v1/teardown/pupgum/tokens?format=tailwind", "css": "https://api.uxxray.com/api/v1/teardown/pupgum/tokens?format=css", "openapi": "https://api.uxxray.com/api/v1/openapi.json", "mcp": "https://api.uxxray.com (MCP)" }, "devices": { "desktop": { "score": { "score": 80, "band": "Strong", "stars": 4 }, "steps": [ { "n": 1, "id": "home", "label": "Homepage / Lander", "url": "https://pupgum.com/", "reached": true, "copy": { "title": "PupGum ✨ Kiss Dog Breath Goodbye", "hero_copy": "PUPGUM | PupGum ✨ Kiss Dog Breath Goodbye", "h1": [ "PUPGUM", "PupGum ✨ Kiss Dog Breath Goodbye" ], "h2": [], "ctas": [ "0 items in your cart Open Cart", "0 items in your cart", "SHOP PUPGUM", "Previous", "Next", "Breath chews for dogs weighing 5-15LBS", "BREATH CHEWS FOR SMALL DOGS", "Breath chews for dogs weighing 16-40LBS", "BREATH CHEWS FOR MEDIUM DOGS", "Breath chews for dogs weighing 41+ LBS", "BREATH CHEWS FOR LARGE DOGS", "2 WEEKS 14 CHEWS" ], "prices": [ "$31.00", "$26.35" ], "form_fields": 2 }, "proof": [ { "type": "review_count", "text": "923 reviews", "value": 923 }, { "type": "guarantee", "text": "30-DAY GUARANTEE", "value": 30 }, { "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", "subscription_toggle", "faq_accordion", "trust_badges", "free_shipping", "social_proof_logos" ], "screenshots": { "hero": "https://uxxray.com/reports/pupgum.com/2026-07-10/desktop/01-home/hero.png", "full": "https://uxxray.com/reports/pupgum.com/2026-07-10/desktop/01-home/full.png" }, "crops": [ { "region": "primary_cta", "label": "Primary CTA", "url": "https://uxxray.com/reports/pupgum.com/2026-07-10/desktop/01-home/crops/primary_cta.png" }, { "region": "proof", "label": "Proof placement", "url": "https://uxxray.com/reports/pupgum.com/2026-07-10/desktop/01-home/crops/proof.png" } ] }, { "n": 2, "id": "pdp", "label": "Product page (Medium Dogs)", "url": "https://pupgum.com/products/pupgum-medium-dogs", "reached": true, "copy": { "title": "PupGum - Medium Dogs ✨ PupGum", "hero_copy": "PUPGUM | PupGum - Medium Dogs", "h1": [ "PupGum - Medium Dogs" ], "h2": [ "PUPGUM" ], "ctas": [ "0 items in your cart Open Cart", "0 items in your cart", "Previous", "Next", "Breath chews for dogs weighing 5-15LBS", "Breath chews for dogs weighing 16-40LBS", "Breath chews for dogs weighing 41+ LBS", "2 WEEKS 14 CHEWS", "4 WEEKS 28 CHEWS", "8 WEEKS 56 CHEWS", "$31.00 $26.35 ADD TO CART", "SHOP PUPGUM" ], "prices": [ "$31.00", "$26.35" ], "form_fields": 3 }, "proof": [ { "type": "review_count", "text": "923 reviews", "value": 923 }, { "type": "guarantee", "text": "30-DAY MONEY-BACK GUARANTEE", "value": 30 }, { "type": "free_shipping", "text": "Free shipping", "value": null }, { "type": "urgency", "text": "Limited Time", "value": null }, { "type": "discount", "text": "SAVE 15%", "value": 15 } ], "tactics": [ "sticky_cta", "review_wall", "free_gift", "subscription_toggle", "faq_accordion", "trust_badges", "free_shipping", "social_proof_logos" ], "screenshots": { "hero": "https://uxxray.com/reports/pupgum.com/2026-07-10/desktop/02-pdp/hero.png", "full": "https://uxxray.com/reports/pupgum.com/2026-07-10/desktop/02-pdp/full.png" }, "crops": [ { "region": "primary_cta", "label": "Primary CTA", "url": "https://uxxray.com/reports/pupgum.com/2026-07-10/desktop/02-pdp/crops/primary_cta.png" }, { "region": "proof", "label": "Proof placement", "url": "https://uxxray.com/reports/pupgum.com/2026-07-10/desktop/02-pdp/crops/proof.png" } ] }, { "n": 3, "id": "cart", "label": "Cart / add-to-cart drawer", "url": "https://pupgum.com/products/pupgum-medium-dogs", "reached": true, "copy": { "title": "PupGum - 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