Smalls
Facebook · Instagram · Messenger · Video
The ad
Smalls is on a mission to make nine lives ten by prioritizing cats over profit.
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 captures attention with a strong discount offer (60%) and uses an engaging hero image of a cat. However, it suffers from critical CRO weaknesses: severe performance issues (44 PageSpeed score), complete absence of social proof, and minimal trust signals for a premium pet food product. The email capture form is well-designed for mobile, but the page lacks urgency language, customer testimonials, and reassurance elements needed to convert skeptical visitors. The disconnect between the brand's mission-driven ad copy and the discount-focused landing page creates slight messaging friction.
What this funnel does right. Steal these.
- Mobile experience: Layout is mobile-optimized with proper spacing. Email input field is appropriately sized. Form is clean and mobile-friendly.
- Offer clarity: 60% off is prominent and clear. Free shipping & treats sweetener is well-articulated. Offer is specific and compelling.
- Call to action: CONTINUE button is visible and clear. However, it's generic and doesn't reinforce the offer (e.g., 'Claim 60% Off' would be stronger).
- Headline: Clear value proposition about human-grade fresh cat food. Matches ad headline well. Could be more benefit-focused or urgency-driven.
Where it's weak
- Page speed: PageSpeed score of 44 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 product.
- Trust signals: No visible trust signals: no security badges, guarantees, certifications, or brand credibility markers. Premium product positioning needs stronger trust elements.
Full breakdown
CONTINUE button is visible and clear. However, it's generic and doesn't reinforce the offer (e.g., 'Claim 60% Off' would be stronger).
PageSpeed score of 44 is poor. Slow load times significantly impact conversion rates and user experience, especially on mobile.
No visible trust signals: no security badges, guarantees, certifications, or brand credibility markers. Premium product positioning needs stronger trust elements.
Layout is mobile-optimized with proper spacing. Email input field is appropriately sized. Form is clean and mobile-friendly.
Clear value proposition about human-grade fresh cat food. Matches ad headline well. Could be more benefit-focused or urgency-driven.
No visible testimonials, reviews, ratings, or social proof elements. Missing critical trust-building components for a premium product.
Ad emphasizes mission/values ('prioritizing cats over profit') but landing page leads with discount offer. Slight disconnect between brand mission messaging and transactional focus.
60% off is prominent and clear. Free shipping & treats sweetener is well-articulated. Offer is specific and compelling.
More ads from Smalls
View all →
Keep exploring
Data from the public Meta Ad Library. Funnelens is not affiliated with or endorsed by Meta. See data sources.