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Bare Ritual

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Days running

94 days

Funnel score

80/100

Page speed

43/100

The ad

Doing nothing about my skin cost me more than $59. I just didn't add it up until recently. The job interview where I wondered if my face was working against me. The photos I untagged because I didn't recognise who I was looking at. The comments from relatives I hadn't seen in a while. "You look tired." "You doing okay?" I was fine. I just looked like I wasn't. That's the tax you pay for ignoring your face in your 40s. It's not vanity. It's just reality. I spent months telling myself skincare was expensive and unnecessary. Meanwhile I was paying a different price every day. $59 felt like a lot for a jar. But four ingredients — beef tallow, raw honey, olive oil, beeswax — used for 60 days at $1 a day? Cheaper than doing nothing. Week one the dryness was gone. Week three my wife said something unprompted. Week five I stopped avoiding the camera. The jar is almost empty. I've already ordered another. Bare Ritual Beef Tallow Balm. $59 is cheaper than you think. Doing nothing is more expensive than you know.

The Last Moisturiser You'll Buy

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Angle: Cost of inaction / Hidden price of neglectHook: Relatable problem statement with quantified regretFormat: Image ad with long-form testimonial copy

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The funnel behind it

Offer: Buy one, get one free tallow balm. Four ingredients. 30 seconds. 90-day money-back guarantee.

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80/ 100

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 is a high-performing landing page with excellent offer clarity, strong social proof, and outstanding message-to-ad alignment. The narrative arc from the ad (cost of doing nothing) flows seamlessly into the page experience. Customer testimonials and founder credibility reinforce trust. The primary weakness is page speed (43/100), which will significantly impact conversion rates, especially on mobile. The BOGO offer could be more prominently featured in the headline. Overall structure follows proven conversion patterns: problem identification → social proof → clear solution → risk reversal. The 90-day guarantee is a powerful trust builder. Recommend immediate speed optimization and consider adding countdown timer or scarcity messaging to the CTA.

What this funnel does right. Steal these.

Trust signals: Multiple trust signals: 90-day money-back guarantee (no forms, no returns required), founder's military background, 8,672+ reviews, real customer testimonials with photos, transparent 4-ingredient formula, veteran-owned badge. Payment options clearly displayed.
Social proof: Excellent social proof: 8,672 verified reviews with 5-star rating. Real customer testimonial (Mark, 41) with before/after results. Field reports showing 470,000+ jars sold. Founder's note adds credibility and military background builds trust.
Message match: Excellent alignment between ad and page. Ad narrative about cost of doing nothing vs. $59 investment is reinforced throughout page. Customer testimonial (Mark) mirrors ad's emotional journey. Product benefits (tired look, fine lines) directly match ad pain points.
Offer clarity: Crystal clear offer: Buy one, get one free tallow balm. Price point ($59) explicitly stated. Four-ingredient formula clearly listed. 90-day money-back guarantee removes risk.
Call to action: Prominent yellow 'ADD TO CART' button is highly visible and action-oriented. Secondary 'ADD TO ORDER' option for complementary products. Clear, direct language. Could benefit from urgency language (limited time, BOGO ends soon).
Mobile experience: Page appears mobile-responsive with stacked layout. Product images carousel works on mobile. CTAs are thumb-friendly. Text is readable. Minor: some sections could use tighter spacing on small screens.
Headline: Strong headline 'Look like yourself again' is benefit-driven and emotionally resonant. Matches the ad narrative about regaining confidence. Could be slightly more specific about the offer (BOGO).

Where it's weak

Page speed: PageSpeed score of 43 is significantly below optimal (target 75+). This is a major concern for conversion rates. Slow load times will increase bounce rate and reduce mobile conversions. Needs immediate optimization.

Full breakdown

Call to action8/10

Prominent yellow 'ADD TO CART' button is highly visible and action-oriented. Secondary 'ADD TO ORDER' option for complementary products. Clear, direct language. Could benefit from urgency language (limited time, BOGO ends soon).

Page speed4/10

PageSpeed score of 43 is significantly below optimal (target 75+). This is a major concern for conversion rates. Slow load times will increase bounce rate and reduce mobile conversions. Needs immediate optimization.

Trust signals9/10

Multiple trust signals: 90-day money-back guarantee (no forms, no returns required), founder's military background, 8,672+ reviews, real customer testimonials with photos, transparent 4-ingredient formula, veteran-owned badge. Payment options clearly displayed.

Mobile experience8/10

Page appears mobile-responsive with stacked layout. Product images carousel works on mobile. CTAs are thumb-friendly. Text is readable. Minor: some sections could use tighter spacing on small screens.

Headline8/10

Strong headline 'Look like yourself again' is benefit-driven and emotionally resonant. Matches the ad narrative about regaining confidence. Could be slightly more specific about the offer (BOGO).

Social proof9/10

Excellent social proof: 8,672 verified reviews with 5-star rating. Real customer testimonial (Mark, 41) with before/after results. Field reports showing 470,000+ jars sold. Founder's note adds credibility and military background builds trust.

Message match9/10

Excellent alignment between ad and page. Ad narrative about cost of doing nothing vs. $59 investment is reinforced throughout page. Customer testimonial (Mark) mirrors ad's emotional journey. Product benefits (tired look, fine lines) directly match ad pain points.

Offer clarity9/10

Crystal clear offer: Buy one, get one free tallow balm. Price point ($59) explicitly stated. Four-ingredient formula clearly listed. 90-day money-back guarantee removes risk.