Smalls
Facebook · Instagram · Messenger · Video
The ad
Smalls is 100% real protein. No carbs, no preservatives. Just the best for your best friend.
Human-Grade Fresh Cat Food
Shop nowThe funnel behind it
Offer: 60% Off Your Order + Free Shipping & Free Treats for Life when you sign up for email and texts
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 landing page captures attention with a strong visual (cute black cat) and compelling offer (60% off), but suffers from critical gaps. The primary weakness is poor page speed (36/100) which will severely impact conversions. Message match is weak—the ad emphasizes product quality (human-grade, real protein) but the page only promotes the discount. Social proof is entirely absent, making the email capture feel risky to users. The CTA language differs between ad and page ('Shop now' vs 'Continue'). Mobile experience is solid, but the lack of trust signals (guarantees, certifications, reviews) combined with slow speed creates friction. The page prioritizes discount capture over brand trust-building.
What this funnel does right. Steal these.
- Mobile experience: Modal is well-formatted for mobile with proper spacing, readable text, and appropriately sized input field. Layout is clean and mobile-optimized.
- Offer clarity: 60% off is prominently displayed with clear value proposition (free shipping & treats). Offer is specific and compelling.
- Call to action: CTA button 'CONTINUE' is clear and visible, though uses different language than ad CTA 'Shop now'. Button styling is adequate but could be more prominent.
- Headline: Ad headline 'Human-Grade Fresh Cat Food' is clear but landing page uses only 'SMALLS' brand name. Headline doesn't appear on page, creating disconnect.
Where it's weak
- Page speed: PageSpeed score of 36 is poor. Slow load times will increase bounce rates and reduce conversions significantly.
- Social proof: No visible testimonials, reviews, ratings, or social proof elements on this modal. Cute cat image provides emotional appeal but lacks credibility signals.
- Trust signals: No trust indicators visible: no security badges, guarantees, certifications, or brand credibility markers. Email capture without trust-building elements is risky.
Full breakdown
CTA button 'CONTINUE' is clear and visible, though uses different language than ad CTA 'Shop now'. Button styling is adequate but could be more prominent.
PageSpeed score of 36 is poor. Slow load times will increase bounce rates and reduce conversions significantly.
No trust indicators visible: no security badges, guarantees, certifications, or brand credibility markers. Email capture without trust-building elements is risky.
Modal is well-formatted for mobile with proper spacing, readable text, and appropriately sized input field. Layout is clean and mobile-optimized.
Ad headline 'Human-Grade Fresh Cat Food' is clear but landing page uses only 'SMALLS' brand name. Headline doesn't appear on page, creating disconnect.
No visible testimonials, reviews, ratings, or social proof elements on this modal. Cute cat image provides emotional appeal but lacks credibility signals.
Ad emphasizes 'human-grade, real protein, no carbs/preservatives' but landing page only shows discount offer. Product benefits from ad aren't reinforced on page.
60% off is prominently displayed with clear value proposition (free shipping & treats). Offer is specific and compelling.
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Data from the public Meta Ad Library. Funnelens is not affiliated with or endorsed by Meta. See data sources.