Earthwise Seed Company
Facebook · Instagram · Audience Network · Carousel
The ad
A lawn made for dogs. Durable, soft, and stays green with moderate watering.
Earthwise Seed Company
Shop nowThe funnel behind it
Offer: 40% OFF - $11.95 USD (was $19.95 USD); Subscribe and save option available at $10.16
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 product page excels at social proof with 52 verified reviews (4.4 stars), detailed product benefits clearly labeled with icons, and strong visual hierarchy showing the dog-friendly angle prominently. The offer is clear with a visible 40% discount and subscription savings. However, the page suffers from severe performance issues (PageSpeed 38/100), which will hurt conversion rates significantly. The CTA is somewhat buried below fold-requiring scrolling, and while the message matches the ad well (dog-friendly lawn), the mobile experience may be compromised by slow load times. Trust is built through reviews and eco-friendly messaging, but the slow speed undermines credibility.
What this funnel does right. Steal these.
- Message match9/10
- Offer clarity9/10
- Trust signals8/10
- Headline8/10
- Social proof8/10
- Call to action7/10
Where it's weak
- Page speed4/10
- Mobile experience5/10
Full breakdown
Call to action
7/10Primary CTA 'Add to cart' is visible and prominent in green, but requires scrolling past subscription options and payment details to reach it.
- Green 'Add to cart' button is high-contrast and clearly visible
- Secondary 'Buy with shop' button provides alternative payment option
- CTA placement after size/quantity selection is logical
- CTA is below the fold, requiring scroll to reach from initial view
- Multiple form fields and subscription options create friction before CTA
Page speed
4/10PageSpeed score of 38/100 converts to approximately 3.8/10, indicating critical performance issues that will severely impact user experience and conversions.
- PageSpeed score 38/100 is critically low
- Likely slow image loading for product carousel and hero image
- Multiple third-party scripts (reviews, chat widget, analytics) may be blocking render
Trust signals
8/10Trust is built through verified reviews with photos, eco-friendly messaging about recyclable packaging, clear product benefits with icons, and FAQ section addressing common concerns.
- 52 verified reviews with customer photos showing real product usage
- Eco-friendly messaging: 'infinitely recyclable aluminum bags' and sustainability commitment
- FAQ section addresses key concerns: 'How does PetLawn handle pet urine damage?' and growing conditions
- One negative review about 2-month shipping delay visible, which undermines fulfillment trust
Mobile experience
5/10Layout appears responsive but severe performance issues (PageSpeed 38) will create poor mobile experience with slow load times and potential rendering delays.
- Vertical stack layout appears mobile-friendly
- Touch-friendly button sizes for mobile interaction
- Product image carousel is mobile-accessible
- PageSpeed score of 38/100 indicates severe performance degradation on mobile
- Slow load times will cause high bounce rates on mobile devices
- Multiple form fields and subscription options create scrolling burden on small screens
Headline
8/10Headline is specific, benefit-driven, and includes key selling points (durable, pet-safe, grass & clover blend).
- Includes three key benefits: Durable, Pet-Safe, Grass & Clover Blend
- Uses product name 'PetLawn™' for brand recognition
- Clear, scannable format with em-dashes separating benefits
Social proof
8/1052 verified reviews with 4.4-star rating displayed prominently; multiple 5-star customer reviews with photos and verified badges visible throughout page.
- 52 reviews with 4.4 stars shown directly under headline
- Multiple verified customer reviews with photos (Barryshapiro, Kelly, K.D., laurie) showing real usage
- Verified by Shop badges on reviews add credibility
- One 1-star review visible ('Still have not received my order 2 months later') creates doubt about fulfillment
Message match
9/10Page content directly aligns with ad messaging: ad says 'lawn made for dogs, durable, soft, stays green' and page emphasizes 'Dog-Friendly,' 'Designed for Pets,' and durability throughout.
- Hero image shows dog on lawn with product, matching ad's dog-centric angle
- Product name 'PetLawn™' and 'Designed for Pets' icon reinforce ad message
- Key benefits section lists 'Designed for Pets – tough enough for paw traffic, gentle enough for lounging'
Offer clarity
9/10Discount clearly displayed (40% OFF), original and sale prices visible, subscription savings option ($10.16) explicitly shown with savings amount.
- 40% OFF badge in green next to price
- Original price ($19.95) struck through, new price ($11.95) prominent
- Subscribe and save option with exact savings ($10.16) displayed
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