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: $215 (From $19/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 does well on social proof (4.8 stars from 2,507 reviews, multiple 5-star customer testimonials, Trustpilot 4.5/5 rating) and trust signals (2-year warranty, free shipping, 60-day returns, hypoallergenic materials, premium vermeil quality). However, it suffers from critical speed issues (PageSpeed 30/100), a generic headline that doesn't match the ad's emphasis on engraving/personalization, and a weak CTA ("ADD TO BAG") that doesn't reinforce the ad's "design your own" messaging. The page does show the product clearly with multiple material options and customization choices (initials, diamond upgrade), but the mobile experience is compromised by slow loading and the offer clarity could be stronger about the engraving value proposition.
What this funnel does right. Steal these.
- Social proof9/10
- Trust signals8/10
Where it's weak
- Page speed3/10
- Mobile experience5/10
- Headline5/10
- Message match5/10
Full breakdown
Call to action
6/10Primary CTA 'ADD TO BAG' is clear and visible but generic; doesn't reinforce the ad's 'design your own' messaging or the customization experience.
- Large, high-contrast black 'ADD TO BAG' button is prominent and easy to locate
- Button placement is logical after all customization options are selected
- Secondary CTAs present: 'UNLOCK YOUR CODE' for 20% off, 'SHOW PREVIEW' for engraving preview
- Generic 'ADD TO BAG' doesn't match ad's 'design your own special piece' language
- No CTA that emphasizes the customization/engraving experience before adding to bag
- Ad says 'Click here and design your own' but page doesn't have a prominent 'Design Now' or similar CTA
Page speed
3/10PageSpeed score of 30/100 is critically poor, indicating severe performance issues that will harm user experience and conversion rates.
- PageSpeed score of 30/100 is in the critical range (0-50)
- Video player error visible in hero section suggests media assets are not loading properly
- Slow load times will increase bounce rate and reduce mobile conversions
Trust signals
8/10Strong trust signals throughout: prominent warranty/shipping guarantees, extensive customer reviews, Trustpilot certification, premium material descriptions, and clear return policy.
- Trust badges visible: '2 Year Warranty', 'Free Shipping', '60-Day Returns', 'Hypoallergenic & Nickel-Free'
- Premium material description: 'Premium Vermeil Quality- Thick Gold Layer over 925 Sterling Silver'
- Multiple payment options displayed at footer (Visa, Mastercard, Amex, Apple Pay, Klarna, PayPal, Google Pay, etc.)
- Video player error in hero section undermines professional appearance
- No visible security badges (SSL, Norton, etc.) in the visible sections
Mobile experience
5/10Mobile layout is present but compromised by severe speed issues (PageSpeed 30) and some elements appear cramped or difficult to interact with on small screens.
- Responsive design visible: layout adapts to mobile viewport
- Key elements (price, rating, customization options) are accessible on mobile
- Dropdown menus for material selection and initials are mobile-friendly
- Severe page speed issues (30/100) will cause poor mobile experience and high bounce rates
- Video player error visible in first image suggests media loading problems on mobile
- Customization options (initials dropdown, size dropdown) may be difficult to interact with on small screens
Headline
5/10The headline is descriptive but generic, focusing on product name and material rather than the unique value of personalization that the ad emphasizes.
- Clear product identification: 'ENGRAVED COMPASS NECKLACE - GOLD VERMEIL'
- Uses the product's key feature (engraved) in the headline
- Doesn't highlight the personalization/customization angle that the ad emphasizes ('design your own')
- Reads as a standard product title rather than a compelling value proposition
- No emotional hook like 'symbol of guidance and hope' from the ad
Social proof
9/10Extensive social proof throughout: 4.8 stars from 2,507 reviews near the top, multiple 5-star customer testimonials with names/locations/dates, Trustpilot 4.5/5 rating with 10,911 reviews, and 'TAKE IT FROM THEM' section with featured reviews.
- 4.8-star rating with 2,507 reviews displayed prominently under the price
- Four detailed 5-star customer testimonials visible with names, locations, and dates (Jeovana L., Michael M., Margaret B., Heather W.)
- Trustpilot badge showing 4.5/5 rating based on 10,911 reviews in 'TAKE IT FROM THEM' section
Message match
5/10Moderate mismatch: ad emphasizes 'design your own special piece' and personalization, but page leads with product specs rather than the customization experience.
- Product matches: both ad and page feature the Compass necklace in gold vermeil
- Engraving feature is present and functional on the page (initials selection, preview)
- Price alignment: ad doesn't specify price, page shows $215 for gold vermeil version
- Ad's emotional hook ('symbol of guidance and hope') is absent from page headline
- Ad emphasizes 'design your own' but page doesn't lead with customization as primary value
- Ad mentions 'up to 4 initials' but page doesn't highlight this in headline or early messaging
Offer clarity
6/10The engraving feature is visible in customization options (initials dropdown, preview button) but not prominently featured in the main headline or early messaging.
- Customization options clearly shown: 'Choose number of initials (1-4)' dropdown with preview button
- Multiple material/price options displayed with visual selection (Gold Plated $155, Gold Vermeil $215, 10k Yellow Gold $1,050)
- Upgrade option visible: 'Upgrade with a diamond?' with Yes/No buttons
- Main headline 'ENGRAVED COMPASS NECKLACE - GOLD VERMEIL' doesn't emphasize the personalization/engraving value
- Ad promises 'design your own special piece' but page doesn't lead with this as a key benefit
- Price shown as $215 but financing option ('From $19/month') is secondary and less prominent
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