Oak and Luna
Facebook · Instagram · Messenger · Video
The ad
You asked. We restocked. The Lock and Luna is back - featuring Moissanite sparkle and major charm.
Free Shipping & 2 year warranty
Shop nowThe funnel behind it
Offer: $130 (Silver) or $150 (Gold Plated); From $12/month with Klarna; 2 Year Warranty; Free Shipping; 60-Day Returns
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 product page does well on social proof (4.9 stars from 115 reviews, multiple customer testimonials, Trustpilot rating of 4.5 from 10,911 reviews, media mentions) and trust (warranty, free shipping, returns policy, hypoallergenic materials all clearly listed). The headline is direct but generic. The main weakness is speed (52 PageSpeed score converts to ~5/10) and offer clarity—while the price is visible, the moissanite vs. diamond distinction and what makes this product special isn't emphasized until lower on the page. The CTA is clear but the page doesn't strongly emphasize the "restocked" urgency from the ad, and the "LIMITED STOCK" badge is small. Message match is moderate: the ad promises "Moissanite sparkle and major charm" which the page delivers, but doesn't lead with the restock angle.
What this funnel does right. Steal these.
- Trust signals9/10
- Social proof9/10
- Call to action7/10
- Mobile experience7/10
- Message match7/10
Where it's weak
- Page speed5/10
- Headline5/10
Full breakdown
Call to action
7/10The primary CTA 'ADD TO BAG' is clear and prominent in black, but doesn't create urgency and the page doesn't reinforce the 'restocked' angle from the ad.
- Large black 'ADD TO BAG' button is high-contrast and easy to locate
- Button is positioned after all product options are selected
- Secondary CTAs for email signup ('UNLOCK YOUR CODE') and membership ('MEMBERS GET MORE') provide conversion alternatives
- No urgency language (e.g., 'Limited Stock—Add to Bag Now')
- CTA doesn't reference the restock or scarcity mentioned in the ad
- No countdown timer or stock indicator near the button
Page speed
5/10PageSpeed score of 52 converts to approximately 5/10—below the threshold for good mobile performance.
- PageSpeed score of 52 indicates slow loading on mobile
- Large product images and carousel may contribute to load time
- Multiple sections (reviews, recommendations, user-generated content) add to page weight
Trust signals
9/10Strong trust signals throughout: 2-year warranty, free shipping, 60-day returns, hypoallergenic & nickel-free materials, Trustpilot rating, and 'Crafted on Demand' transparency about production.
- 2-Year Warranty, Free Shipping, 60-Day Returns, and Hypoallergenic & Nickel-Free clearly listed below the CTA
- Trustpilot badge with 4.5 stars from 10,911 reviews in 'TAKE IT FROM THEM' section
- 'CRAFTED ON DEMAND' section explains the made-to-order process and artisan craftsmanship
Mobile experience
7/10The page is responsive and readable on mobile, with stacked layouts and touch-friendly buttons, but some elements (like the stone/material selector) could be more optimized.
- Product image carousel is mobile-friendly with dot navigation
- Price and key details are prominently displayed at the top
- CTA button is large and easy to tap
- Material/stone selector buttons are small and close together
- Size selector dropdown may be difficult to interact with on small screens
- Warranty/shipping icons at the bottom are text-heavy for mobile
Headline
5/10The headline is descriptive but generic—it names the product and materials without selling the benefit or urgency.
- Clearly identifies the product (Lock & Luna charm)
- Specifies the stone type (Round Cut Moissanite) and metal (Silver)
- No emotional hook or benefit statement
- Doesn't reference the 'restocked' angle from the ad
- Reads like a product SKU rather than marketing copy
Social proof
9/10Extensive social proof throughout: 4.9 stars from 115 reviews on product, Trustpilot 4.5 from 10,911 reviews, multiple named customer testimonials, media mentions (InStyle, Glamour), and user-generated content showing the product being worn.
- 4.9-star rating with 115 reviews directly under the product title
- Trustpilot badge showing 4.5 stars from 10,911 reviews with 'TAKE IT FROM THEM' section
- Named customer reviews (Sumer G., Rachel A.) with locations and dates
Message match
7/10The ad promises 'Moissanite sparkle and major charm' which the page delivers, but the 'You asked. We restocked' angle is buried and not emphasized.
- Product features moissanite as promised in the ad
- Charm design with visual appeal matches 'major charm' claim
- Page confirms the product is back in stock (LIMITED STOCK badge visible)
- Restock narrative from ad is not prominent on the page
- No messaging about customer demand or 'you asked' angle
- Ad's urgency tone doesn't match the page's calm, product-focused presentation
Offer clarity
6/10Price ($130/$150) and payment options (Klarna) are clear, but the moissanite-vs-diamond choice and product differentiation aren't prominent until you scroll.
- Price clearly displayed ($130 for Silver, $150 for Gold Plated)
- Financing option visible (From $12/month with Klarna)
- Multiple material/stone options shown with prices
- No clear explanation of why moissanite is chosen or its benefits vs. diamond upfront
- LIMITED STOCK badge is small and easy to miss
- Product tagline 'Made Today, Yours Tomorrow' doesn't explain the offer
More ads from Oak and Luna
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