Licorice.com
Facebook · Instagram · Messenger · Video
The ad
We wanted to put out the best damn licorice we can—and we did 🍬 50 flavors from traditional to sour, obsessed-over packaging, and super fast shipping. Soft, chewy texture paired with an explosion of flavor. Over 1 million customers have joined our family. Join us too.
Licorice Worth Ordering Online
Shop nowThe funnel behind it
Offer: Spin to win [prize unclear] + 50 flavors, fast shipping
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 campaign has a fundamental message-match problem. The ad sells premium licorice quality and brand heritage (1M customers, 50 flavors, fast shipping), but the landing page immediately pivots to a spin-to-win gamification mechanic without explaining the prize or terms. The page lacks trust signals, customer reviews, and clear offer details. The 44 PageSpeed score is critically damaging conversion potential. The disconnect between ad promise (product quality) and page experience (gambling mechanic) creates friction and reduces credibility.
What this funnel does right. Steal these.
- Call to action: 'Shop now' is clear and action-oriented, but doesn't create urgency around the spin-to-win promotion or limited-time nature.
- Mobile experience: Spin wheel is visible and appears touch-friendly on mobile. Layout is vertical and responsive, though the wheel could be larger for better interaction.
- Headline: Clear and benefit-focused ('Worth Ordering Online'), but generic. Doesn't reinforce the spin-to-win incentive or specific offer.
- Social proof: Ad mentions '1 million customers' which is strong social proof, but landing page doesn't prominently display this claim or customer testimonials.
Where it's weak
- Page speed: PageSpeed score of 44 is poor. Slow load times will increase bounce rate and reduce conversions, especially on mobile.
- Message match: Significant disconnect: ad emphasizes product quality (50 flavors, packaging, shipping) but landing page leads with gamification (spin-to-win). Ad doesn't mention the wheel mechanic.
Full breakdown
'Shop now' is clear and action-oriented, but doesn't create urgency around the spin-to-win promotion or limited-time nature.
PageSpeed score of 44 is poor. Slow load times will increase bounce rate and reduce conversions, especially on mobile.
No visible trust signals on landing page (security badges, guarantees, reviews). Ad mentions quality but page lacks credibility markers. Gamification without clear terms can feel risky.
Spin wheel is visible and appears touch-friendly on mobile. Layout is vertical and responsive, though the wheel could be larger for better interaction.
Clear and benefit-focused ('Worth Ordering Online'), but generic. Doesn't reinforce the spin-to-win incentive or specific offer.
Ad mentions '1 million customers' which is strong social proof, but landing page doesn't prominently display this claim or customer testimonials.
Significant disconnect: ad emphasizes product quality (50 flavors, packaging, shipping) but landing page leads with gamification (spin-to-win). Ad doesn't mention the wheel mechanic.
Spin-to-win mechanic is visible but the actual prize/discount value is unclear. No explicit offer terms shown on landing page.
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Data from the public Meta Ad Library. Funnelens is not affiliated with or endorsed by Meta. See data sources.