American Spoon
Facebook · Instagram · Audience Network · Image
The ad
A perennial best-seller, our Sour Cherry Preserves are filled with soft, spreadable Michigan Montmorency Cherries. You’ll love it spread over thick slices of buttered toast, paired with our Almond Butter for a sophisticated PB&J, or served with your favorite artisanal cheeses for entertaining.😋
Upgrade Your Toast.
Shop nowThe funnel behind it
Offer: $13.95 9.5 oz
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 building trust through exceptional social proof (298 reviews, 99% 5-star rating, verified buyer testimonials) and clear offer presentation with prominent pricing and size. The headline is straightforward but generic, and the page suffers from poor mobile optimization and slow load times (PageSpeed 53). The CTA is clear and action-oriented, but the page lacks urgency messaging and the bundle upsell competes with the primary purchase path. Message match to the ad is moderate—the ad emphasizes versatility (toast, PB&J, cheese pairings) while the page focuses more on product description and reviews.
What this funnel does right. Steal these.
- Social proof9/10
- Offer clarity9/10
- Call to action8/10
- Trust signals8/10
Where it's weak
- Mobile experience4/10
- Page speed5/10
- Headline5/10
Full breakdown
Call to action
8/10Primary CTA 'Add To Cart' is clear, prominent, and red (high contrast), though a secondary bundle upsell CTA competes for attention.
- Bold red 'Add To Cart' button with high contrast
- Clear, action-oriented button text
- Positioned directly below quantity selector for easy conversion
- Secondary 'Add To Cart' button for bundle upsell creates decision friction
- No urgency messaging (e.g., 'limited stock', 'free shipping threshold')
Page speed
5/10PageSpeed score of 53 converts to approximately 5/10, indicating slow load times that will hurt mobile conversion and user experience.
- PageSpeed score of 53 indicates significant performance issues
- Multiple product images and carousel likely contributing to load time
- Slow load will disproportionately impact mobile users
Trust signals
8/10Strong trust signals from verified reviews, 5-star rating, 'best-seller' badge, detailed product description, and brand credibility (American Spoon, Michigan-made, small-batch production).
- 298 verified buyer reviews with 5/5 stars and specific testimonials
- 'BEST SELLER' badge on product
- Detailed product description explaining Michigan sourcing and small-batch production
- No visible security badges or trust seals (SSL, payment security)
- No money-back guarantee or return policy visible above the fold
Mobile experience
4/10Mobile experience shows layout issues: product image carousel may be difficult to navigate on small screens, and the bundle upsell section creates vertical scrolling burden.
- Quantity selector is accessible
- Primary CTA button is large enough to tap
- Image carousel with 8 dots suggests complex navigation on mobile
- Bundle upsell section adds significant vertical scroll before purchase
- Text-heavy description section requires excessive scrolling to reach reviews
Headline
5/10The headline 'Sour Cherry Preserves' is descriptive but generic and doesn't communicate the value proposition or differentiation.
- Clear product name identification
- No value proposition or benefit statement
- Doesn't match ad headline 'Upgrade Your Toast' which is more compelling
- Misses opportunity to highlight 'best-seller' status visible in the badge
Social proof
9/10Exceptional social proof with 298 reviews, 5/5 star rating (99% 5-star), verified buyer badges, and specific testimonials praising taste and versatility.
- 298 reviews with 5/5 star average prominently displayed
- 99% 5-star rating visualization with bar chart
- Multiple verified buyer testimonials with specific use cases ('tastes like my mom's sour cherry pie', 'great on ice cream')
Message match
6/10Moderate alignment: ad emphasizes versatility (toast, PB&J, cheese pairings) but page focuses on product description and reviews rather than use cases.
- Product description mentions 'spread over thick slices of buttered toast' matching ad's toast angle
- Mentions pairing with 'Almond Butter' and 'artisanal cheeses' aligning with ad's PB&J and cheese references
- Page headline doesn't echo ad's 'Upgrade Your Toast' benefit angle
- Use-case messaging is buried in description, not prominent in hero section
- Ad's lifestyle/entertaining angle not reflected in above-the-fold content
Offer clarity
9/10Price ($13.95), size (9.5 oz), and product name are prominently displayed with clear quantity selector and primary CTA.
- Price and size clearly visible above the fold
- Quantity selector with + and - buttons
- Red 'Add To Cart' button is prominent and action-oriented
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