Oak and Luna
Facebook · Instagram · Messenger · Video
The ad
Sleek, modern and customized with your special phrase, name or date.
Make It Personal
Shop nowThe funnel behind it
Offer: $210
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 extensive social proof (4.7-star rating with 811 reviews, multiple 5-star customer testimonials, Trustpilot badge, "As Seen On" logos including Vogue), clear product details (material specs, warranty, free shipping, 60-day returns), and strong visual presentation with multiple product variants and lifestyle imagery. However, it suffers from severe performance issues (PageSpeed score of 28 is critically slow), a generic headline that doesn't leverage the personalization angle from the ad, weak message match between the ad's "Make It Personal" hook and the page's focus on the product itself rather than customization benefits, and a buried primary CTA that requires scrolling past product details. The page also displays a video player error at the top, which damages credibility and user experience.
What this funnel does right. Steal these.
- Social proof9/10
- Trust signals8/10
- Offer clarity8/10
- Mobile experience7/10
Where it's weak
- Page speed3/10
- Message match3/10
- Headline4/10
- Call to action5/10
Full breakdown
Call to action
5/10Primary CTA 'ADD TO BAG' is present but requires scrolling past product details, color selection, size selection, and complementary product recommendations to reach it.
- Clear, action-oriented button text 'ADD TO BAG'
- High-contrast black button design stands out visually
- CTA appears multiple times (at least once in the visible flow)
- Primary CTA is buried below the fold, requiring significant scrolling past product options
- No secondary CTA or 'Add to Cart' button visible in the hero/product image area
- No urgency language on the CTA (e.g., 'Buy Now', 'Secure Yours')
Page speed
3/10PageSpeed score of 28 is critically poor, indicating severe performance issues that will significantly impact user experience, bounce rates, and conversions.
- PageSpeed score of 28 out of 100 indicates critical performance problems
- Video player error visible at top suggests unoptimized media assets
- Multiple high-resolution product images and lifestyle photos likely contributing to slow load times
Trust signals
8/10Strong trust signals including extensive reviews, customer testimonials, Trustpilot badge, media mentions, clear product specifications, warranty/guarantee information, and brand credibility markers, though the video player error and slow performance undermine confidence.
- 4.7-star rating with 811 reviews and detailed customer testimonials with verified locations
- Trustpilot 4.5/5 badge with 10,311 reviews and specific customer quote
- Trust badges visible: '2 Year Warranty', 'Free Shipping', '60-Day Returns', 'Hypoallergenic & Nickel-Free'
- Video player error at top of page damages credibility and suggests technical issues
- Slow page load (PageSpeed 28) creates perception of poor quality or outdated technology
Mobile experience
7/10Mobile layout appears functional with stacked elements, readable text, and touch-friendly buttons, though the video player error and overall page complexity may impact mobile usability.
- Text is readable and properly sized for mobile viewing
- Product images appear to be responsive and appropriately scaled
- Buttons and interactive elements appear touch-friendly with adequate spacing
- Video player error message takes up significant screen real estate on mobile
- Multiple dropdown menus and form fields may be cumbersome on small screens
- Long page with many sections requires extensive scrolling on mobile
Headline
4/10The headline 'HERRINGBONE ENGRAVED SLIM CHAIN NECKLACE - GOLD VERMEIL' is purely descriptive and fails to connect with the ad's 'Make It Personal' personalization angle.
- Clear product type identification (necklace, chain style, material)
- Specific variant called out (Gold Vermeil)
- Generic product description with no emotional hook or personalization messaging
- Doesn't match ad headline 'Make It Personal' or primary text about customization
- No benefit-driven language or value proposition
Social proof
9/10Extensive social proof throughout: 4.7-star rating with 811 reviews, multiple 5-star customer testimonials with names and locations, Trustpilot 4.5/5 badge with 10,311 reviews, 'As Seen On' logos (Vogue, WWD), and user-generated content in 'Let's See How You Wear It' section.
- 4.7 stars from 811 reviews displayed prominently under product title
- Three detailed 5-star customer testimonials with names, locations, and dates (Clarissa B., Samantha H., Yvonne M.)
- Trustpilot badge showing 4.5/5 from 10,311 reviews with 'You won't be disappointed' quote
Message match
3/10Poor alignment between ad messaging and page content: ad emphasizes 'Make It Personal' with customization, but page focuses on the product itself with engraving buried as an optional add-on rather than a primary selling point.
- Page does mention 'engraved' in the headline, matching the ad's customization angle
- Engraving option is available in the product form ('Add complimentary engraving?')
- Ad headline 'Make It Personal' is not reflected in page headline or prominent messaging
- Engraving is presented as optional ('No Thanks!' default) rather than a key benefit
- Page emphasizes product quality and materials rather than personalization benefits
Offer clarity
8/10Price is clearly displayed ($210) with financing options (Klarna) and multiple variant prices shown, though the offer lacks urgency or scarcity messaging.
- Price prominently shown as $210 with Klarna financing option visible
- Three color variants with distinct pricing ($155 Silver, $170 Gold Plated, $210 Gold Vermeil)
- Subtotal clearly displayed at $210
- No discount, limited-time offer, or urgency messaging visible
- Engraving option buried in dropdown with 'No Thanks!' as default
- No clear explanation of what makes Gold Vermeil worth the premium
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