Dollar Shave Club
Facebook · Instagram · Messenger · Video
The ad
POV: You didn’t shave good enough for Staff Sgt. #DSCPartner #ad #militaryhumor #usmc #infantry @dollarshaveclub
Shop nowThe funnel behind it
Offer: $7.41-$23.01 off subscription for new subscribers on military bundles
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 military-focused collection page has strong message-to-ad alignment and clear offer presentation, but suffers from critical performance issues and weak trust-building elements. The 34 PageSpeed score is a major conversion killer. While the military theming is well-executed and relevant, the page lacks customer testimonials, reviews, or compelling social proof that would reassure first-time buyers. The multiple bundle options are good, but the primary CTA lacks urgency despite the 'limited time' messaging. Mobile experience is adequate but not optimized. The page would benefit from: (1) immediate speed optimization, (2) adding customer reviews/testimonials, (3) more prominent military discount messaging, (4) urgency elements (countdown timer), and (5) trust badges/security indicators.
What this funnel does right. Steal these.
- Message match: Strong alignment between ad (military humor, USMC focus) and landing page (Military Collection, military-specific bundles, 10% military discount). Page delivers on ad promise effectively.
- Mobile experience: Responsive design appears functional. Product grid stacks appropriately. However, dense product cards and small text may reduce mobile usability. Navigation and CTAs are accessible but could be larger.
- Headline: MILITARY COLLECTION headline is clear and directly relevant. Subheading 'Five branches. One smooth mission' is memorable and on-brand, though could be more benefit-focused.
- Offer clarity: Multiple bundle offers clearly displayed with specific discount amounts ($7.41-$23.01 off). However, subscription requirement and 'new subscribers only' restrictions could be more prominent in hero section.
Where it's weak
- Page speed: PageSpeed score of 34 is critically poor. Slow load times will significantly impact conversion rates, especially on mobile. This is a major friction point requiring immediate optimization.
- Social proof: Limited social proof. No customer testimonials, ratings, or reviews visible. Military licensing mentioned at bottom but not leveraged as trust signal. Missing user-generated content or veteran endorsements that would strengthen credibility.
Full breakdown
Multiple CTAs present (product cards, 'Shop the Military Handle' button) but primary CTA lacks urgency. No countdown timer despite 'LIMITED TIME ONLY' banner at top. CTAs are functional but not optimized for conversion.
PageSpeed score of 34 is critically poor. Slow load times will significantly impact conversion rates, especially on mobile. This is a major friction point requiring immediate optimization.
Military licensing and official partnership mentioned at bottom. However, trust signals are weak: no customer reviews, limited testimonials, no security badges visible in hero. Trust is built primarily on brand recognition rather than social proof.
Responsive design appears functional. Product grid stacks appropriately. However, dense product cards and small text may reduce mobile usability. Navigation and CTAs are accessible but could be larger.
MILITARY COLLECTION headline is clear and directly relevant. Subheading 'Five branches. One smooth mission' is memorable and on-brand, though could be more benefit-focused.
Limited social proof. No customer testimonials, ratings, or reviews visible. Military licensing mentioned at bottom but not leveraged as trust signal. Missing user-generated content or veteran endorsements that would strengthen credibility.
Strong alignment between ad (military humor, USMC focus) and landing page (Military Collection, military-specific bundles, 10% military discount). Page delivers on ad promise effectively.
Multiple bundle offers clearly displayed with specific discount amounts ($7.41-$23.01 off). However, subscription requirement and 'new subscribers only' restrictions could be more prominent in hero section.
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