Smalls
Facebook · Instagram · Messenger · Video
The ad
Smalls is made with US-sourced protein and clean, natural ingredients. No fillers. No preservatives. Ever.
Human-Grade Fresh Cat Food
Shop nowThe funnel behind it
Offer: 60% Off Your Order + Free Shipping & Free Treats for Life
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 popup uses an emotional hook (adorable black cat) and aggressive discount (60% off) to drive email capture. However, it lacks critical trust signals and social proof that would validate the premium positioning from the ad. The disconnect between 'human-grade quality' messaging and 'discount-driven' conversion strategy may confuse value perception. Mobile experience is solid, but page speed issues could impact conversion rates. The email-first approach is reasonable for a subscription/recurring revenue model, but needs stronger trust indicators and clearer value reinforcement.
What this funnel does right. Steal these.
- Mobile experience: Layout is mobile-optimized with proper spacing, readable text, and appropriately sized input field and button for touch interaction.
- Offer clarity: 60% off is prominent and clear. Free shipping and free treats for life are well-articulated secondary benefits.
- Call to action: CTA button is visible and actionable ('CONTINUE'), but uses generic language rather than action-oriented copy like 'Shop now' from the ad.
- Headline: Headline 'Human-Grade Fresh Cat Food' is clear and differentiating, but doesn't appear on the landing page popup—only the offer is visible.
Where it's weak
- Social proof: No customer testimonials, reviews, ratings, or trust badges visible on this popup. Significant missed opportunity.
- Page speed: PageSpeed score of 57 indicates moderate performance issues. Below ideal threshold for conversion optimization (target 80+).
- Trust signals: Email capture without visible trust signals. No security badges, company credentials, or guarantees shown. Cute pet imagery builds emotional connection but lacks credibility markers.
Full breakdown
CTA button is visible and actionable ('CONTINUE'), but uses generic language rather than action-oriented copy like 'Shop now' from the ad.
PageSpeed score of 57 indicates moderate performance issues. Below ideal threshold for conversion optimization (target 80+).
Email capture without visible trust signals. No security badges, company credentials, or guarantees shown. Cute pet imagery builds emotional connection but lacks credibility markers.
Layout is mobile-optimized with proper spacing, readable text, and appropriately sized input field and button for touch interaction.
Headline 'Human-Grade Fresh Cat Food' is clear and differentiating, but doesn't appear on the landing page popup—only the offer is visible.
No customer testimonials, reviews, ratings, or trust badges visible on this popup. Significant missed opportunity.
Ad emphasizes quality ingredients and human-grade positioning; landing page focuses on discount offer. Moderate disconnect between value proposition and conversion incentive.
60% off is prominent and clear. Free shipping and free treats for life are well-articulated secondary benefits.
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Data from the public Meta Ad Library. Funnelens is not affiliated with or endorsed by Meta. See data sources.