Smalls
Facebook · Instagram · Messenger · Image
The ad
If you’re like me, you want to treat your cat like royalty. I recently put Smalls to the test and happy to report that they delivered on their promises of fresh ingredients, better health, and that all-important taste test.
Limited-Time Offer + Free Gifts when you order today
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 hero image of a cat. However, it suffers from critical weaknesses: severe performance issues (37 PageSpeed score), lack of social proof, and a disconnect between the ad's quality/health messaging and the landing page's discount-focused pitch. The form requires email entry before revealing full offer details, which may increase abandonment. Trust signals are absent, and the generic headline doesn't leverage the brand's unique value proposition around fresh, premium cat food.
What this funnel does right. Steal these.
- Mobile experience: Clean mobile-optimized layout with proper spacing. Email input field is appropriately sized. Form is scannable and touch-friendly.
- Call to action: 'Continue' button is clear and action-oriented. Good contrast and placement, though 'Shop now' from ad creates slight messaging inconsistency.
- Offer clarity: 60% off is clear and prominent, but the 'Free Treats for Life' qualifier is small and conditional. Discount percentage is the strongest element.
Where it's weak
- Page speed: PageSpeed score of 37 is poor. Slow load times significantly impact conversion rates and user experience, especially on mobile.
- Social proof: No testimonials, reviews, ratings, or trust badges visible. The ad mentions personal endorsement but landing page lacks social proof elements to reinforce credibility.
- Trust signals: No visible trust signals: no security badges, guarantees, company credentials, or customer reviews. Email/SMS opt-in without trust-building context may increase friction.
Full breakdown
'Continue' button is clear and action-oriented. Good contrast and placement, though 'Shop now' from ad creates slight messaging inconsistency.
PageSpeed score of 37 is poor. Slow load times significantly impact conversion rates and user experience, especially on mobile.
No visible trust signals: no security badges, guarantees, company credentials, or customer reviews. Email/SMS opt-in without trust-building context may increase friction.
Clean mobile-optimized layout with proper spacing. Email input field is appropriately sized. Form is scannable and touch-friendly.
Generic 'Limited-Time Offer + Free Gifts' doesn't differentiate or create urgency. Lacks specificity about the product (cat food) or key benefit.
No testimonials, reviews, ratings, or trust badges visible. The ad mentions personal endorsement but landing page lacks social proof elements to reinforce credibility.
Ad emphasizes fresh ingredients and health benefits; landing page focuses on discount offer. The value proposition shift from quality/health to price discount creates disconnect.
60% off is clear and prominent, but the 'Free Treats for Life' qualifier is small and conditional. Discount percentage is the strongest element.
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Data from the public Meta Ad Library. Funnelens is not affiliated with or endorsed by Meta. See data sources.