Echelon
Facebook · Instagram · Audience Network · Video
The ad
Take your cardio to the next level with the Echelon Summit Stairmill. For a limited time, climb higher while spending less.
Mega Summer Markdown – Just $2,299
Shop nowThe funnel behind it
Offer: SAVE UP TO $300
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 page does well on trust with multiple trust signals (4-year warranty, 60-day trial, expert support, free shipping), a clear product focus, and strong visual hierarchy. However, it struggles with message match—the ad promises a specific "Summit Stairmill" at "$2,299" but the page shows a generic "Stair Climbers" category with the Sport model at $499.99, creating a disconnect. The headline "ELEVATE YOUR PERFORMANCE" is generic and doesn't reinforce the discount offer. Mobile experience is solid with responsive design, but the offer clarity is muddled by showing multiple models rather than the advertised product. Social proof is present but modest (4.7 rating, 40+ instructors, 10K+ classes).
What this funnel does right. Steal these.
- Trust signals8/10
- Mobile experience8/10
- Call to action7/10
- Page speed7/10
Where it's weak
- Message match3/10
- Headline4/10
- Offer clarity5/10
Full breakdown
Call to action
7/10Primary CTA 'SHOP STAIR CLIMBERS' is prominent and blue, but there's also a secondary 'SCHEDULE A FREE DEMO' at top and multiple 'ADD TO CART' buttons, creating some dilution.
- Bright blue 'SHOP STAIR CLIMBERS' button is highly visible in hero section
- Button uses action verb and contrasting color
- Multiple CTAs throughout page (ADD TO CART on products, Learn more on membership)
- Multiple competing CTAs (SCHEDULE A FREE DEMO, SHOP STAIR CLIMBERS, ADD TO CART) dilute focus
- CTA text doesn't match ad CTA ('Shop now' vs 'SHOP STAIR CLIMBERS')
- Secondary CTAs like 'Learn more' for membership may distract from product purchase
Page speed
7/10PageSpeed score of 68 converts to approximately 6.8/10, indicating decent but not excellent performance; page loads reasonably but has room for optimization.
- Page appears to load with hero image visible above fold
- Product images are displayed without obvious lag
- Navigation and interactive elements respond quickly
- PageSpeed score of 68 suggests moderate performance issues
- Multiple product images and comparison tables may slow load time
- Membership section with multiple cards could be optimized
Trust signals
8/10Strong trust signals throughout: 4-year warranty, 60-day risk-free trial, expert support hours, free shipping with membership, financing available, and Made in USA badge visible.
- 4-year warranty with Premier membership clearly stated
- 60-day trial and 0% APR financing prominently displayed
- Expert support with specific hours (Mon-Sat 9AM-6PM EST) and phone number (855-4-GETFIT)
- Trust badges are scattered throughout page rather than consolidated
- No security badges (SSL, payment security) visible in screenshots
- Financing terms ('0% APR for up to 36 months') require clicking to understand full details
Mobile experience
8/10Page appears responsive with stacked layout, readable text, and touch-friendly buttons, though some elements could be optimized for smaller screens.
- Responsive design with stacked layout for mobile viewing
- Large, tappable buttons (SHOP STAIR CLIMBERS, ADD TO CART)
- Text is readable with good contrast and sizing
- Product grid may require horizontal scrolling on very small screens
- Comparison table in middle section may be cramped on mobile
- Navigation menu (hamburger icon visible) could be more prominent
Headline
4/10The headline 'ELEVATE YOUR PERFORMANCE' is generic and doesn't mention the discount or specific product that the ad promises.
- Large, bold typography makes it prominent
- Positioned above the fold in hero section
- Uses action-oriented language ('ELEVATE')
- Doesn't reference the 'Mega Summer Markdown' or discount mentioned in ad
- Doesn't mention 'Summit Stairmill' or specific product
- Generic language that could apply to any fitness equipment
Social proof
6/10Page includes membership stats (10K+ on-demand classes, 40+ expert instructors, 4.7 avg rating, 5 family members) and trust badges, but no customer reviews or testimonials visible.
- 4.7 average rating displayed prominently in dark section
- 10K+ on-demand classes and 40+ expert instructors shown as credibility markers
- 4-year warranty and expert support (Mon-Sat 9AM-6PM EST) listed as trust signals
- No customer testimonials or reviews visible on page
- No user-generated content or before/after photos
- Rating (4.7) lacks context—no mention of number of reviews
Message match
3/10Significant mismatch: ad advertises 'Summit Stairmill' at '$2,299' with 'Mega Summer Markdown' but page shows Sport model at $499.99 and generic 'Stair Climbers' category.
- Page is about stair climbers, matching ad product category
- Discount messaging present ('SAVE UP TO $300')
- Hero image shows person using stair climber, matching ad intent
- Ad specifies 'Summit Stairmill' but page doesn't feature this model prominently
- Ad price '$2,299' doesn't match any visible product price on page
- Ad headline 'Mega Summer Markdown' not reflected in page headline or messaging
Offer clarity
5/10The page shows 'SAVE UP TO $300' but displays the Sport model at $499.99 with a crossed-out $799.99 price, not the $2,299 Summit mentioned in the ad.
- Clear pricing displayed on product cards ($499.99 with strikethrough original price)
- Discount badge showing '$300 Off' on featured product
- Free shipping and 60-day trial clearly listed below hero
- Ad promises 'Summit Stairmill' at '$2,299' but page shows Sport model at $499.99
- Multiple models shown without clear indication which is the advertised product
- Discount amount varies ('SAVE UP TO $300' vs '$300 Off') creating confusion
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