Brooklinen
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The ad
Turning my bed into my safe space with @brooklinen #brooklinenpartner 💛🧸🥹
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Shop nowThe funnel behind it
Offer: Luxe Sateen Hardcore Sheet Bundle from $283.68 (was $407.00); Down Comforter from $169.15 (was $199.00)
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 is a creator-focused product landing page with solid fundamentals but moderate optimization gaps. Strengths include abundant social proof (reviews, creator credibility, testimonials), clear CTAs, and good mobile design. The page effectively showcases Lucie's curated picks with pricing transparency. However, the emotional narrative from the ad ("safe space") isn't carried through to the landing page—it's purely product-focused. The PageSpeed score of 59 is concerning for mobile conversion rates. The message match between ad and page is weak; the ad emphasizes lifestyle/emotional benefits while the page emphasizes product features and creator endorsement. Recommended improvements: (1) Incorporate emotional messaging from ad into hero section, (2) Optimize page speed (currently 59), (3) Add lifestyle imagery showing the "safe space" concept, (4) Lead with the discount/value proposition more prominently, (5) Consider adding video testimonial from Lucie herself.
What this funnel does right. Steal these.
- Call to action: Multiple prominent CTAs ("SHOP NOW" buttons) with good visual hierarchy. Dark navy buttons stand out well on light background. Repeated CTAs encourage conversion at multiple touchpoints.
- Trust signals: Strong trust signals: verified influencer partnership, extensive reviews (150k+), specific testimonials, clear pricing, established brand (Brooklinen), footer with comprehensive links (About, FAQ, Returns, Care Guide, Contact). Cookie policy transparent.
- Mobile experience: Responsive design with appropriate spacing and touch-friendly buttons. Product images stack vertically well. Navigation accessible. Minor: some text could be larger for mobile readability.
- Social proof: Strong social proof elements: 150k+ 5-star reviews, verified creator (Lucie Rauschnabel with 379k followers), specific customer testimonial ("Like Sleeping On A Cloud"), and creator's #1 pick badge. Well-distributed throughout page.
- Headline: "Shop Lucie's Picks" is clear and creator-focused, aligning with influencer partnership. However, generic and doesn't communicate the core value proposition (comfort, quality, safe space concept from ad).
- Offer clarity: Clear product showcase with pricing visible ($283.68, $169.15). However, the primary offer (sheet bundle) could be more prominently highlighted above the fold. Discount percentages shown but not immediately obvious.
Full breakdown
Multiple prominent CTAs ("SHOP NOW" buttons) with good visual hierarchy. Dark navy buttons stand out well on light background. Repeated CTAs encourage conversion at multiple touchpoints.
PageSpeed score of 59 indicates moderate performance issues. Mobile experience may suffer from slower load times, impacting conversion rates. Video element present but may contribute to speed concerns.
Strong trust signals: verified influencer partnership, extensive reviews (150k+), specific testimonials, clear pricing, established brand (Brooklinen), footer with comprehensive links (About, FAQ, Returns, Care Guide, Contact). Cookie policy transparent.
Responsive design with appropriate spacing and touch-friendly buttons. Product images stack vertically well. Navigation accessible. Minor: some text could be larger for mobile readability.
"Shop Lucie's Picks" is clear and creator-focused, aligning with influencer partnership. However, generic and doesn't communicate the core value proposition (comfort, quality, safe space concept from ad).
Strong social proof elements: 150k+ 5-star reviews, verified creator (Lucie Rauschnabel with 379k followers), specific customer testimonial ("Like Sleeping On A Cloud"), and creator's #1 pick badge. Well-distributed throughout page.
Ad emphasizes emotional benefit ("safe space") but landing page focuses on product features and creator picks. Missing the emotional narrative from the ad. Page doesn't reinforce the comfort/safety messaging from social content.
Clear product showcase with pricing visible ($283.68, $169.15). However, the primary offer (sheet bundle) could be more prominently highlighted above the fold. Discount percentages shown but not immediately obvious.
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