Smalls
Facebook · Instagram · Messenger · Image
The ad
Smalls = real food, real benefits, and 50% off and free treats for life to prove it.
Human-Grade Fresh Cat Food
Shop nowThe funnel behind it
Offer: 60% Off Your Order + Free Shipping & Free Treats for Life! when you sign up for email and texts.
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 landing page does several things well: it features an engaging hero image of a cat that creates emotional connection, clearly displays a strong discount offer (60% off), and includes compelling incentives (free shipping and free treats for life). The mobile layout is clean and the form is simple with just an email field. However, the page has significant weaknesses: the offer (60% off) doesn't match the ad promise (50% off), creating message mismatch; the PageSpeed score of 37 is critically poor; there's minimal social proof (no reviews, testimonials, or trust badges visible); and the "CONTINUE" CTA is generic and doesn't clearly communicate next steps. The trust signals are weak for a pet food brand where safety and quality are paramount concerns.
What this funnel does right. Steal these.
- Offer clarity: The 60% discount is prominently displayed with clear supporting benefits (free shipping, free treats for life) and signup requirement.
- Mobile experience: The mobile layout is clean and optimized with proper spacing, readable text, and a single-field form that's easy to complete on mobile devices.
- Headline: The headline is direct and benefit-focused, though it leads with discount rather than product quality or brand positioning.
Where it's weak
- Page speed: PageSpeed score of 37 indicates poor performance with likely slow load times that will negatively impact conversion rates and user experience.
- Social proof: No visible customer testimonials, reviews, ratings, or trust badges are present on this popup/landing page.
- Trust signals: Limited trust signals visible; while the brand name and product image help, there are no security badges, certifications, guarantees, or social proof to build confidence in a pet food purchase.
- Message match: The ad promises 50% off but the landing page offers 60% off, creating a discrepancy that could confuse visitors or suggest bait-and-switch tactics.
Full breakdown
The 'CONTINUE' button is clear but generic and doesn't create urgency or clearly communicate what happens next in the flow.
PageSpeed score of 37 indicates poor performance with likely slow load times that will negatively impact conversion rates and user experience.
Limited trust signals visible; while the brand name and product image help, there are no security badges, certifications, guarantees, or social proof to build confidence in a pet food purchase.
The mobile layout is clean and optimized with proper spacing, readable text, and a single-field form that's easy to complete on mobile devices.
The headline is direct and benefit-focused, though it leads with discount rather than product quality or brand positioning.
No visible customer testimonials, reviews, ratings, or trust badges are present on this popup/landing page.
The ad promises 50% off but the landing page offers 60% off, creating a discrepancy that could confuse visitors or suggest bait-and-switch tactics.
The 60% discount is prominently displayed with clear supporting benefits (free shipping, free treats for life) and signup requirement.
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Data from the public Meta Ad Library. Funnelens is not affiliated with or endorsed by Meta. See data sources.