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 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 effectively captures attention with a strong discount offer (60% off) and clear mobile design, but suffers from critical performance issues (37 PageSpeed score) and missing trust elements. The email capture funnel is well-structured, but lacks social proof, customer testimonials, or trust badges that would reassure users about premium pet food quality. The disconnect between ad messaging (product quality) and page focus (discount/email signup) creates slight friction. Primary weaknesses: slow speed, no social proof, and insufficient trust signals for a premium product category.
What this funnel does right. Steal these.
- Mobile experience: Well-optimized mobile layout with clear hierarchy, readable text, and appropriately sized input field and CTA button. Good vertical spacing.
- Offer clarity: 60% off discount is prominently displayed with clear value proposition. Free shipping and treats for life add compelling incentives.
- Call to action: Clear 'CONTINUE' button with good visual hierarchy. However, button text doesn't match ad CTA ('Shop now' vs 'Continue'), creating minor friction.
- Headline: Clear and benefit-focused ('Human-Grade Fresh Cat Food'), but doesn't explicitly mention the discount. Could be more attention-grabbing.
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 visible testimonials, reviews, ratings, or social proof elements. Missing critical trust-building components for a premium pet food product.
- Trust signals: Brand name visible but lacks trust signals: no security badges, certifications, guarantees, or social proof. Email capture without established credibility is risky for users.
Full breakdown
Clear 'CONTINUE' button with good visual hierarchy. However, button text doesn't match ad CTA ('Shop now' vs 'Continue'), creating minor friction.
PageSpeed score of 37 is poor. Slow load times significantly impact conversion rates and user experience, especially on mobile.
Brand name visible but lacks trust signals: no security badges, certifications, guarantees, or social proof. Email capture without established credibility is risky for users.
Well-optimized mobile layout with clear hierarchy, readable text, and appropriately sized input field and CTA button. Good vertical spacing.
Clear and benefit-focused ('Human-Grade Fresh Cat Food'), but doesn't explicitly mention the discount. Could be more attention-grabbing.
No visible testimonials, reviews, ratings, or social proof elements. Missing critical trust-building components for a premium pet food product.
Ad emphasizes 'US-sourced protein, clean ingredients, no fillers/preservatives' but landing page focuses on email capture with discount offer. Quality messaging is present but secondary to conversion funnel.
60% off discount is prominently displayed with clear value proposition. Free shipping and treats for life add compelling incentives.
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Data from the public Meta Ad Library. Funnelens is not affiliated with or endorsed by Meta. See data sources.