Smalls
Facebook · Instagram · Messenger · Video
The ad
If it’s packed with fillers, it’s not food. Smalls is fresh, high-protein cat food made with ingredients you recognize.
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 captures attention with a strong discount offer (60% off) and uses an engaging visual of a cat eating treats. However, it suffers from critical CRO gaps: (1) Message mismatch—the ad sells premium quality (human-grade, fresh, high-protein) but the page leads with discount, undermining brand positioning; (2) No social proof or trust signals despite asking for email; (3) Poor PageSpeed (49) will hurt conversions; (4) Missing ingredient/quality details that justify the premium positioning; (5) Email capture form lacks reassurance about data usage. The page optimizes for discount conversion but sacrifices brand equity and customer confidence. Recommend: emphasize quality/ingredients over discount, add testimonials/certifications, improve page speed, and add trust signals for email capture.
What this funnel does right. Steal these.
- Mobile experience: Clean mobile-optimized layout. Email input field is appropriately sized. Visual hierarchy works well on small screens. Form is simple and uncluttered.
- Offer clarity: 60% off is prominent and clear. Free shipping & treats sweetener is well-communicated. Offer is specific and compelling.
- Call to action: "Continue" button is clear and action-oriented. However, it's less compelling than the ad's "Shop now" CTA. Button placement is good for mobile but could be more prominent.
- Headline: "60% Off Your Order" is direct and attention-grabbing. However, it's generic discount messaging that doesn't reinforce the ad's premium positioning around fresh, human-grade ingredients.
Where it's weak
- Social proof: No testimonials, reviews, ratings, or social proof visible. Missing critical trust signals for a premium pet food product. Only visual proof is the cat eating, which is weak.
- Page speed: PageSpeed score of 49 is below acceptable threshold (target 75+). Slow load times will increase bounce rate and reduce conversions, especially on mobile.
- Trust signals: No trust badges, certifications, guarantees, or company credentials visible. Missing security indicators for email capture. No brand story or ingredient sourcing details. Relies solely on cute cat imagery.
Full breakdown
"Continue" button is clear and action-oriented. However, it's less compelling than the ad's "Shop now" CTA. Button placement is good for mobile but could be more prominent.
PageSpeed score of 49 is below acceptable threshold (target 75+). Slow load times will increase bounce rate and reduce conversions, especially on mobile.
No trust badges, certifications, guarantees, or company credentials visible. Missing security indicators for email capture. No brand story or ingredient sourcing details. Relies solely on cute cat imagery.
Clean mobile-optimized layout. Email input field is appropriately sized. Visual hierarchy works well on small screens. Form is simple and uncluttered.
"60% Off Your Order" is direct and attention-grabbing. However, it's generic discount messaging that doesn't reinforce the ad's premium positioning around fresh, human-grade ingredients.
No testimonials, reviews, ratings, or social proof visible. Missing critical trust signals for a premium pet food product. Only visual proof is the cat eating, which is weak.
Ad emphasizes fresh, high-protein, human-grade ingredients. Landing page leads with discount offer instead. Mismatch between premium product positioning and discount-first messaging. Missing ingredient/quality narrative.
60% off is prominent and clear. Free shipping & treats sweetener is well-communicated. Offer is specific and compelling.
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Data from the public Meta Ad Library. Funnelens is not affiliated with or endorsed by Meta. See data sources.