Solly Baby
Facebook · Instagram · Audience Network · Video
The ad
“So easy to put on and take off. Comfortable enough to wear for hours, and both baby and I love it.” – Mariana
The Soft Carrier
Shop nowThe funnel behind it
Offer: Mystery Discount on your first order
Funnel score
8-point CRO breakdown
How well the landing page behind the ad is built to convert, scored across 8 factors: offer, copy, speed, trust, mobile, message-match, CTA, and social proof.
This page shows a popup modal offering a mystery discount for first-time customers, which is a strong engagement tactic. However, the page fails to clearly communicate the actual product being sold (the soft carrier mentioned in the ad). The headline in the popup is generic and doesn't match the ad's focus on the carrier product. The mobile experience appears functional with clear button hierarchy, but the page speed is critically slow (43/100), which severely impacts user experience. Trust signals are minimal—no visible reviews, testimonials, or social proof on the visible portions. The offer clarity is moderate; while the discount incentive is clear, the actual product details and benefits are not prominently featured above the fold.
What this funnel does right. Steal these.
- Mobile experience7/10
Where it's weak
- Social proof2/10
- Trust signals3/10
- Message match3/10
- Page speed4/10
- Headline4/10
- Offer clarity5/10
Full breakdown
Call to action
6/10The stage-of-life buttons serve as CTAs with clear visual hierarchy and good mobile sizing, but they're indirect—users must select a stage before proceeding to the actual product.
- Four clearly labeled button options (EXPECTING, BABY-SNUGGLING, TODDLER-CHASING, GIFTING)
- Good button sizing and spacing for mobile interaction
- High contrast white text on dark background for readability
- CTAs are stage selectors, not direct product purchase buttons
- No primary 'Shop Now' or 'Add to Cart' button visible in the modal
- Extra friction: users must select a stage before accessing the product
Page speed
4/10PageSpeed score of 43/100 converts to approximately 4.3/10, indicating critically slow page load performance.
- PageSpeed score of 43 is well below acceptable thresholds
- Slow load times will increase bounce rate and reduce conversions
- Mobile performance is likely severely impacted
Trust signals
3/10No visible trust signals, security badges, company information, or credibility markers appear on the visible page sections.
- Solly Baby branding is visible at top of modal
- No customer reviews or ratings visible
- No security badges, SSL indicators, or trust seals
- No company information, return policy, or guarantees visible
Mobile experience
7/10The modal layout is mobile-optimized with readable text, appropriately sized buttons, and clear visual hierarchy for a vertical viewport.
- Full-width buttons with adequate padding for touch targets
- Readable font sizes and line spacing for mobile screens
- Vertical button stack is appropriate for narrow viewports
- Modal appears to be the entire visible experience, potentially hiding product content
- No visible navigation or way to browse the product without selecting a stage
Headline
4/10The popup headline 'YOU'VE GOT A Mystery Discount' is generic and doesn't connect to the soft carrier product advertised.
- Large, readable text hierarchy with 'Mystery Discount' as focal point
- Personalization angle with 'YOU'VE GOT A' creates sense of exclusivity
- Headline doesn't mention the product (soft carrier) from the ad
- Generic discount messaging doesn't sell the carrier's benefits
- No emotional connection to the product or use case
Social proof
2/10No visible customer reviews, testimonials, ratings, or social proof elements appear anywhere on the visible page sections.
- No star ratings or review counts visible
- No customer testimonials or quotes displayed
- No user-generated content, trust badges, or social indicators
Message match
3/10The ad promotes 'The Soft Carrier' with a customer testimonial, but the landing page shows only a generic discount popup with no carrier product information visible.
- Both ad and page target parents/caregivers (implied by stage-of-life options)
- Ad headline 'The Soft Carrier' is completely absent from the landing page
- Ad's customer testimonial about comfort is not referenced or reinforced
- Page focuses on discount incentive rather than product benefits from the ad
Offer clarity
5/10The mystery discount offer is clear, but the actual product being sold (the soft carrier) is not visible or explained in the popup modal.
- Clear 'Mystery Discount' headline with 'ON YOUR FIRST ORDER' qualifier
- Stage-of-life segmentation buttons provide personalization path
- Straightforward 'No thanks' escape option
- No mention of the soft carrier product in the visible offer
- Discount amount is not revealed (mystery discount creates uncertainty)
- No product image or description visible in the modal
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