Ritual
Facebook · Instagram · Video
The ad
Did you know the postpartum period is one of the most nutritionally demanding phases of a woman’s life? In fact, producing breast milk actually consumes 28% of the body’s daily energy! After my first baby, I realized how easy it is to put your own nutrition on the back burner while caring for a newborn. This time around, I’m prioritizing hydration, nutrient-dense meals, and taking Ritual’s Essential Postnatal for at least 6 months postpartum and throughout lactation. #postpartumnutrition #breastfeedingsupport #maternalhealth #ritualpartner
Shop nowThe funnel behind it
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.
What this funnel does right. Steal these.
- Trust signals9/10
- Social proof9/10
- Call to action8/10
- Mobile experience8/10
- Offer clarity8/10
- Headline7/10
- Message match7/10
Where it's weak
- Page speed3/10
Full breakdown
Call to action
8/10Primary CTA 'Add to Cart' is prominent, large, and well-positioned, though there's also a secondary email signup CTA that could create some friction.
- Large, dark blue 'Add to Cart' button positioned directly below product benefits
- High contrast and clear call-to-action text
- Positioned after key product information and benefits
- Modal popup with email signup appears before user can complete purchase, creating friction
- Multiple CTAs (Add to Cart, Submit email, Subscribe) could dilute focus
Page speed
3/10PageSpeed score of 32 is critically slow, indicating significant performance issues that would harm user experience and conversion rates.
- PageSpeed score of 32/100 indicates severe performance problems
- Slow load times would cause high bounce rates and poor mobile experience
- Performance issues likely due to unoptimized images or excessive JavaScript
Trust signals
9/10Page builds trust through multiple credibility signals including clinical studies, traceability, verified reviews, scientific advisory board, and transparent ingredient sourcing.
- Certificate of Traceability section with specific ingredient sourcing (Be'er Sheva Israel, Nottingham UK, Dairy Scotland, Buenos Aires Argentina)
- Clinical study reference and patent information for nutrient delivery technology
- HSA/FSA eligibility badge indicating regulatory compliance
Mobile experience
8/10Page appears well-optimized for mobile with stacked layout, readable text, and touch-friendly buttons, though some sections could be more condensed.
- Vertical stacking of content appropriate for mobile viewport
- Large, easily tappable 'Add to Cart' button
- Readable font sizes and adequate spacing between sections
- Modal popup may be difficult to close on mobile (small X button)
- Some expandable sections (Supplement Facts, How to Use) require additional taps
Headline
7/10The headline 'Postnatal Multivitamin' is descriptive but generic and doesn't communicate the unique value proposition or emotional benefit.
- Clear product category identification
- Positioned prominently above the fold
- Generic product name lacks compelling benefit or differentiation
- Doesn't address the postpartum nutrition challenge mentioned in the ad
- No emotional hook or urgency
Social proof
9/10Extensive social proof throughout the page including 4.6-star rating from 86 reviews, verified buyer testimonials, 93% recommendation rate, and a Scientific Advisory Board with credentials.
- 4.6 stars with 86 verified reviews prominently displayed with breakdown (67 five-star reviews)
- Multiple verified buyer testimonials with 5-star ratings and specific benefits mentioned
- 93% would recommend this product statistic
Message match
7/10The ad emphasizes postpartum nutrition, breast milk production energy demands, and lactation support, which aligns with the product's 'Breast Milk Content' and 'Lactation Nutrient Needs' benefits shown on the page.
- Product explicitly supports 'Lactation Nutrient Needs' matching ad's lactation focus
- Breast milk content support feature directly addresses ad's 28% energy consumption claim
- Postnatal positioning matches ad's postpartum nutrition theme
- Ad's personal story angle about prioritizing nutrition isn't reflected in page messaging
- Page focuses more on clinical benefits than the emotional/lifestyle angle of the ad
Offer clarity
8/10The offer is clearly stated with specific pricing ($23.40 vs $39.00) and subscription benefits, though the main sale offer (40% off) appears in a modal rather than prominently on the page itself.
- Clear price display with strikethrough original price ($23.40 $39.00)
- Subscription perks explicitly listed: 12% off every order, free shipping, milestone gifts
- Specific bundle offer shown: 'Buy once for $44.32 + $10.99 Shipping'
- Primary 40% off sitewide offer is buried in a modal popup rather than visible on main page
- Multiple pricing/offer options (one-time vs subscription) could create confusion
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