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 popup captures attention with a strong discount offer (60% off) and uses an engaging cat image to build emotional connection. However, it suffers from critical gaps: (1) Complete absence of social proof/reviews for a pet food brand, (2) Disconnect between ad messaging (product quality) and landing page (discount-focused), (3) No trust signals or guarantees, (4) Moderate page speed that could impact conversions. The mobile experience is solid, but the overall CRO strategy relies too heavily on discount incentive rather than product differentiation. For a premium pet food brand, this approach may attract deal-seekers rather than quality-conscious customers.
What this funnel does right. Steal these.
- Mobile experience: Layout is mobile-optimized with proper spacing. Email input field is appropriately sized. Visual hierarchy works well on mobile. Minor: X close button could be larger.
- Offer clarity: 60% off is prominent and clear. Free shipping & treats offer is well-articulated. Discount is specific and compelling.
- Call to action: "CONTINUE" button is visible and action-oriented. However, it's somewhat generic for a promotional landing page. Could be more compelling (e.g., "Claim 60% Off").
- Headline: "60% Off Your Order" is clear and attention-grabbing. However, it's generic discount messaging that doesn't differentiate the product value proposition.
Where it's weak
- Social proof: No customer testimonials, reviews, ratings, or trust badges visible. Missing critical social proof elements that would build credibility for a pet food product.
- Trust signals: No trust signals present: no security badges, no company credentials, no guarantees, no customer reviews. Cute cat image builds emotional connection but lacks credibility markers essential for pet food purchases.
Full breakdown
"CONTINUE" button is visible and action-oriented. However, it's somewhat generic for a promotional landing page. Could be more compelling (e.g., "Claim 60% Off").
PageSpeed score of 61 indicates moderate performance. Acceptable but not optimal. Mobile conversion rates typically suffer below 70 PageSpeed scores.
No trust signals present: no security badges, no company credentials, no guarantees, no customer reviews. Cute cat image builds emotional connection but lacks credibility markers essential for pet food purchases.
Layout is mobile-optimized with proper spacing. Email input field is appropriately sized. Visual hierarchy works well on mobile. Minor: X close button could be larger.
"60% Off Your Order" is clear and attention-grabbing. However, it's generic discount messaging that doesn't differentiate the product value proposition.
No customer testimonials, reviews, ratings, or trust badges visible. Missing critical social proof elements that would build credibility for a pet food product.
Ad emphasizes human-grade, US-sourced, clean ingredients with no fillers/preservatives. Landing page focuses on discount offer. Product quality messaging is absent from the landing page, creating a disconnect.
60% off is prominent and clear. Free shipping & treats offer is well-articulated. Discount is specific and compelling.
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Data from the public Meta Ad Library. Funnelens is not affiliated with or endorsed by Meta. See data sources.