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 landing page captures attention with an appealing offer (60% off) and cute visual, but suffers from critical weaknesses. The primary issue is severe performance degradation (PageSpeed 32), which will cause abandonment. Trust signals are completely absent—no reviews, guarantees, or certifications to validate the premium 'human-grade' positioning. The message match between ad claims (US-sourced, clean ingredients, no fillers) and page content is weak; the page doesn't immediately reinforce these differentiators. The email capture form is aggressive without sufficient trust-building. Mobile experience is acceptable but undermined by slow load times. The page needs: (1) immediate performance optimization, (2) trust elements (reviews, certifications, money-back guarantee), (3) stronger message alignment with ad copy, and (4) social proof to justify premium positioning.
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 discount is prominent and clear. Free shipping and free treats for life are well-articulated secondary benefits.
- Call to action: CONTINUE button is visible and action-oriented, though 'Shop now' from ad would be more direct. Button placement is good on mobile.
- Headline: Ad headline 'Human-Grade Fresh Cat Food' is clear and relevant, though landing page only shows 'SMALLS' brand name without reinforcing the headline value proposition.
Where it's weak
- Page speed: PageSpeed score of 32 is poor. Slow load times significantly harm conversion rates and user experience, especially on mobile.
- Social proof: No visible testimonials, reviews, ratings, or social proof elements on this landing page. Cute cat image provides emotional appeal but not credibility.
- Trust signals: No visible trust signals: no security badges, certifications, guarantees, or brand credentials shown. Email capture without trust indicators may reduce conversions.
Full breakdown
CONTINUE button is visible and action-oriented, though 'Shop now' from ad would be more direct. Button placement is good on mobile.
PageSpeed score of 32 is poor. Slow load times significantly harm conversion rates and user experience, especially on mobile.
No visible trust signals: no security badges, certifications, guarantees, or brand credentials shown. Email capture without trust indicators may reduce conversions.
Layout is mobile-optimized with proper spacing, readable text, and appropriately sized input field and button for touch interaction.
Ad headline 'Human-Grade Fresh Cat Food' is clear and relevant, though landing page only shows 'SMALLS' brand name without reinforcing the headline value proposition.
No visible testimonials, reviews, ratings, or social proof elements on this landing page. Cute cat image provides emotional appeal but not credibility.
Ad emphasizes 'US-sourced protein, clean natural ingredients, no fillers/preservatives' but landing page doesn't immediately reinforce these claims. Moderate disconnect between ad promise and page content.
60% off discount 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.