Oak and Luna
Facebook · Instagram · Messenger · Video
The ad
The Compass initial necklace A beautiful symbol of guidance and hope, perfect for you or a loved one. Engrave it with up to 4 initials Click here and design your own special piece >>
Free Shipping & 2 year warranty
Shop nowThe funnel behind it
Offer: $230 (From $21/month, or 4 payments at 0% interest with Klarna)
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 excels at social proof with 4.8 stars from 2,477 reviews and multiple 5-star customer testimonials visible throughout. The product imagery is strong with a prominent hero image and color/material options clearly displayed. However, the page suffers from critical speed issues (PageSpeed 29/100 = 3/10), which severely impacts user experience on mobile. The headline is straightforward but generic, and while the offer includes financing options and trust signals (2-year warranty, free shipping, 60-day returns), these benefits are scattered rather than prominently featured near the primary CTA. The mobile experience appears functional but the slow load time is a major conversion killer.
What this funnel does right. Steal these.
- Social proof9/10
- Trust signals8/10
- Call to action7/10
- Offer clarity7/10
Where it's weak
- Page speed3/10
- Headline5/10
Full breakdown
Call to action
7/10Primary CTA 'ADD TO BAG' is clear and action-oriented in black button, but there's also a secondary 'Unlock now' CTA for the 20% discount that may create confusion about the primary conversion goal.
- Black 'ADD TO BAG' button is prominent and high-contrast
- CTA appears in a logical location after customization options
- Secondary 'UNLOCK YOUR CODE' button for discount offer is visible
- Multiple CTAs (ADD TO BAG vs. UNLOCK YOUR CODE) may split attention and create decision paralysis
- The 20% off popup overlay appears to compete with the main product CTA
- No urgency language on the primary CTA (no 'Limited time', 'Only X left', etc.)
Page speed
3/10PageSpeed score of 29/100 converts to approximately 3/10, indicating severe performance issues that will significantly impact conversion rates.
- PageSpeed score of 29/100 is critically slow
- Likely causes high bounce rates and abandoned carts on mobile
- Multiple high-resolution product images and review sections likely unoptimized
Trust signals
8/10Strong trust signals throughout: 4.8-star rating from 2,477 reviews, Trustpilot badge (4.5/5 from 10,911 reviews), detailed customer testimonials, 2-year warranty, free shipping, 60-day returns, hypoallergenic materials, recycled sterling silver, and media mentions.
- 4.8-star rating with 2,477 reviews and detailed customer testimonials with photos/names
- Trustpilot badge showing 4.5/5 from 10,911 reviews
- Trust badges below CTA: 2-year warranty, free shipping, 60-day returns, hypoallergenic & nickel-free, recycled 925 sterling silver
- Trust badges are small icons that may not be immediately noticeable
- No visible security badges (SSL, payment security) in the footer area shown
Mobile experience
6/10Layout appears responsive and functional on mobile with stacked elements, but the critical speed issue (PageSpeed 29) severely compromises the mobile experience.
- Product image is full-width and clearly visible on mobile
- Customization options (material, initials, size) are accessible via dropdowns
- Key information (price, rating, reviews) is visible without excessive scrolling
- Page speed of 29/100 creates extremely slow load times on mobile
- Multiple images and elements likely cause layout shift and poor Core Web Vitals
- Slow performance will cause high bounce rates before users see the product
Headline
5/10The headline 'ENGRAVED COMPASS NECKLACE WITH DIAMOND - SILVER' is descriptive but lacks emotional appeal or differentiation.
- Clearly identifies the product type and key features (engraved, compass, diamond, silver)
- Uses all-caps for emphasis and visibility
- Generic product description format with no emotional hook or benefit statement
- Doesn't communicate the 'symbol of guidance and hope' messaging from the ad
- No mention of personalization or customization appeal
Social proof
9/10Exceptional social proof with 4.8-star rating from 2,477 reviews, multiple detailed 5-star customer testimonials visible, Trustpilot badge showing 4.5/5 from 10,911 reviews, and 'As Seen On' media logos.
- 4.8 stars from 2,477 reviews displayed prominently under the product title
- Four detailed 5-star customer testimonials with names, locations, and dates (Jeovana L., Michael M., Margaret B., Heather W.)
- Trustpilot badge showing 4.5/5 rating from 10,911 reviews with green star icon
Message match
6/10The ad emphasizes personalization ('engrave with up to 4 initials', 'design your own special piece') and emotional appeal ('symbol of guidance and hope'), but the page headline is purely descriptive and doesn't reinforce these benefits.
- Product shown is the exact compass necklace mentioned in the ad
- Engraving customization is prominently featured with 'Choose number of initials' dropdown
- Personalization options (initials, materials) align with ad's 'design your own' messaging
- Page headline doesn't echo the emotional messaging from the ad ('guidance and hope')
- Ad's emphasis on personalization isn't reflected in the main headline
- No prominent callout of the 'up to 4 initials' feature near the headline
Offer clarity
7/10Price ($230) is clear and upfront, with financing option (Klarna) visible, but key benefits like free shipping and warranty are buried lower on the page rather than near the CTA.
- Price clearly displayed at $230 in large text
- Klarna financing option shown with payment breakdown
- Multiple material/color options with prices ($230-$300) clearly labeled
- Free shipping and 2-year warranty mentioned in ad but not prominently displayed near the primary CTA
- Warranty and shipping details only appear as small icons below the ADD TO BAG button
- No clear statement of what's included in the base price vs. upgrades
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