Smalls
Facebook · Instagram · Messenger · Video
The ad
Smalls is fresh, high-protein food that helps cats feel better, move more, and look their best.
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 an emotional hero image and clear discount offer, but suffers from critical performance issues and missing trust/social proof elements. The email-first gate creates friction before users see product details. The 38 PageSpeed score is a major conversion killer. Message alignment between ad (health benefits) and page (discount incentive) could be tighter. Mobile experience is solid, but the lack of testimonials, guarantees, or security indicators undermines credibility for a pet food purchase decision.
What this funnel does right. Steal these.
- Mobile experience: Layout is mobile-optimized with single-column design, readable text, and appropriately sized input field and button for touch interaction.
- Offer clarity: 60% off discount is prominent and clear. Free shipping and free treats for life are well-articulated secondary benefits.
- Call to action: "Continue" button is visible and action-oriented, though placement in email signup context may create friction. Color contrast is adequate.
- Headline: "Human-Grade Fresh Cat Food" is clear and differentiating, but doesn't directly call out the discount or urgency.
Where it's weak
- Page speed: PageSpeed score of 38 is poor. Slow load times will significantly impact conversion rates and user experience.
- Social proof: No visible testimonials, reviews, ratings, or social proof elements. Only a cute cat image which is emotional but not proof-based.
Full breakdown
"Continue" button is visible and action-oriented, though placement in email signup context may create friction. Color contrast is adequate.
PageSpeed score of 38 is poor. Slow load times will significantly impact conversion rates and user experience.
Brand name visible, but lacks trust signals like certifications, guarantees, money-back promises, or security badges. Email signup requirement may create hesitation.
Layout is mobile-optimized with single-column design, readable text, and appropriately sized input field and button for touch interaction.
"Human-Grade Fresh Cat Food" is clear and differentiating, but doesn't directly call out the discount or urgency.
No visible testimonials, reviews, ratings, or social proof elements. Only a cute cat image which is emotional but not proof-based.
Ad emphasizes health benefits (feel better, move more, look best) while landing page leads with discount offer. Some misalignment between ad promise and page focus.
60% off discount is prominent and clear. Free shipping and free treats for life are well-articulated secondary benefits.
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Data from the public Meta Ad Library. Funnelens is not affiliated with or endorsed by Meta. See data sources.