Born Primitive
Facebook · Instagram · Messenger · Image
The ad
The Frontier 2.0 and Terrain Pants combine function, fit, and durability. Designed, tested, and worn by outdoor expert Aron Snyder
TECHNICAL PANTS BUILT FOR THE OUTDOORS
Shop nowThe funnel behind it
Offer: Women's outdoor pants including Terrain Pant ($99.00), Frontier Pant Light 2.0 ($145.00), and Ridgeline Merino Full Zip Bottom options ($99.00-$114.00)
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 page effectively showcases a curated collection of women's outdoor bottoms with clear product imagery, color options, and pricing. Strengths include strong visual hierarchy with product photos, staff/owner picks to guide selection, and a clean mobile-responsive layout. However, the page suffers from poor speed performance (43/100), minimal social proof elements (no reviews or testimonials visible), a weak headline that doesn't match the ad's emphasis on technical features or expert design, and a generic CTA that doesn't create urgency. The geolocation redirect at the top adds friction, and there's no trust-building content like certifications, guarantees, or customer testimonials visible on the page.
What this funnel does right. Steal these.
- Offer clarity8/10
- Mobile experience7/10
Where it's weak
- Social proof2/10
- Trust signals3/10
- Message match3/10
- Page speed4/10
- Headline4/10
- Call to action5/10
Full breakdown
Call to action
5/10Primary CTA 'Take Me There' is present but generic and doesn't create urgency or match the ad's 'Shop now' language.
- CTA button is visible and clickable at top of page
- Clear visual distinction with border styling
- Generic language ('Take Me There') lacks urgency or action orientation
- Doesn't match ad CTA ('Shop now')
- No secondary CTAs visible on product cards themselves
Page speed
4/10PageSpeed score of 43/100 converts to approximately 4.3/10, indicating poor performance that will hurt conversion rates.
- PageSpeed score of 43/100 is significantly below acceptable thresholds
- Slow load times will increase bounce rate and reduce conversions
- Multiple product images likely not optimized for fast loading
Trust signals
3/10Minimal trust signals visible; no customer reviews, guarantees, certifications, return policies, or security badges shown.
- Clean, professional product photography
- Staff/Owner Pick labels suggest internal curation
- No customer reviews or ratings visible
- No money-back guarantee or return policy mentioned
- No security badges or trust certifications visible
Mobile experience
7/10Layout appears responsive with products in a grid that would stack on mobile, though the geolocation banner at top adds friction.
- Two-column product grid that would adapt to mobile screens
- Product images are large and clear
- Filter and sort options accessible
- Geolocation redirect banner at top takes up space and creates friction on mobile
- No visible 'add to cart' buttons on product cards in this view
Headline
4/10The headline 'Outdoor Bottoms' is generic and doesn't communicate the technical features or expert design mentioned in the ad.
- Clear category identification (Outdoor Bottoms)
- Doesn't mention 'technical' or 'function, fit, durability' from the ad
- No mention of expert design or Aron Snyder
- Fails to differentiate from generic outdoor apparel
Social proof
2/10Only 'STAFF PICK' and 'OWNER PICK' labels visible; no customer reviews, ratings, testimonials, or expert credentials shown.
- Staff Pick and Owner Pick badges provide some curation signal
- No customer reviews or star ratings visible anywhere on page
- No mention of Aron Snyder or expert credentials despite ad claiming 'designed, tested, and worn by outdoor expert'
- No testimonials or user-generated content
Message match
3/10Ad emphasizes 'technical pants built for outdoors' and 'expert design by Aron Snyder,' but page shows only generic product listing with no technical details or expert credentials.
- Product category (outdoor bottoms) matches ad intent
- No mention of 'technical' features or specifications
- Aron Snyder and expert design completely absent from page
- Ad's emphasis on 'function, fit, durability' not reflected in product descriptions
Offer clarity
8/10Product names, prices, and color options are clearly displayed for each item, making the offer straightforward.
- Product names in bold (WOMEN'S TERRAIN PANT, WOMEN'S FRONTIER PANT LIGHT 2.0)
- Prices clearly shown below each product ($99.00, $145.00, etc.)
- Color swatches visible for each product to show available options
- No description of what makes these pants 'technical' or their specific features/benefits
- No sizing information or fit details visible
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Your own page
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Data from the public Meta Ad Library. Funnelens is not affiliated with or endorsed by Meta. See data sources.