Smalls
Facebook · Instagram · Messenger · Video
The ad
If you’re like me, you to want treat your cat like royalty. I recently put Smalls to the test and happy to report that they delivered on their promises of fresh ingredients, better health, and that all-important taste test.
Human-Grade Fresh Cat Food
Shop nowThe funnel behind it
Offer: 50% Off + Free Treats for Life
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 is a well-structured, conversion-focused landing page with strong offer clarity, abundant social proof, and excellent message-to-ad alignment. The page effectively communicates premium positioning through multiple credibility signals (awards, reviews, testimonials, health statistics). CTAs are prominent and repeated. However, the critical weakness is the PageSpeed score of 39, which severely hampers mobile performance and likely causes significant abandonment. The page would benefit from aggressive image optimization, lazy loading, and code minification. The layout is mobile-friendly but speed issues undermine the mobile experience. Overall, this is a high-quality page held back by technical performance problems.
What this funnel does right. Steal these.
- Trust signals: High trust signals: Trustpilot badge, Forbes recognition, specific customer testimonials with photos, money-back guarantee, detailed ingredient transparency (80% animal protein, no fillers/preservatives), scientific backing cited. Contact info and social links provided. Only minor gap: no security badges visible.
- Social proof: Excellent social proof density: 2000+ verified 5-star Trustpilot reviews, Forbes recognition as 'Best Overall Wet Cat Food', customer testimonial with photo (Debra P.), 88% report health improvements, 78% report shinier/softer fur. Multiple proof types strengthen credibility.
- Offer clarity: Limited-time offer is prominently displayed at top: '50% Off + Free Treats for Life'. Clear value proposition with specific benefits listed (50% off first order, free shipping, free treats for life, money-back guarantee).
- Call to action: Multiple CTAs present: 'TRY SMALLS' (yellow button, high contrast), 'START NOW' (black button), 'Shop now' (from ad). Primary CTA is prominent and action-oriented. Repeated CTAs increase conversion opportunity.
- Mobile experience: Mobile-responsive design with stacked layout, readable text, large touch targets for CTAs. Yellow buttons are highly visible. Carousel navigation (1 of 3) suggests mobile-optimized content flow. Good vertical scrolling experience.
- Headline: Primary headline 'Voted #1 Healthiest Cat Food' is strong and credible. Secondary messaging 'Human-Grade Fresh Cat Food' matches ad headline well. Clear positioning as premium product.
- Message match: Strong alignment between ad and landing page. Ad emphasizes 'fresh ingredients, better health, taste test' - page delivers with 80% animal protein, health transformation stories, and benefit-focused content. Minor: ad uses 'Shop now' but page uses 'TRY SMALLS'.
Where it's weak
- Page speed: PageSpeed score of 39 is critically poor. This significantly impacts mobile user experience, bounce rates, and conversion. Likely due to unoptimized images (multiple cat photos) and heavy content. Major CRO liability.
Full breakdown
Multiple CTAs present: 'TRY SMALLS' (yellow button, high contrast), 'START NOW' (black button), 'Shop now' (from ad). Primary CTA is prominent and action-oriented. Repeated CTAs increase conversion opportunity.
PageSpeed score of 39 is critically poor. This significantly impacts mobile user experience, bounce rates, and conversion. Likely due to unoptimized images (multiple cat photos) and heavy content. Major CRO liability.
High trust signals: Trustpilot badge, Forbes recognition, specific customer testimonials with photos, money-back guarantee, detailed ingredient transparency (80% animal protein, no fillers/preservatives), scientific backing cited. Contact info and social links provided. Only minor gap: no security badges visible.
Mobile-responsive design with stacked layout, readable text, large touch targets for CTAs. Yellow buttons are highly visible. Carousel navigation (1 of 3) suggests mobile-optimized content flow. Good vertical scrolling experience.
Primary headline 'Voted #1 Healthiest Cat Food' is strong and credible. Secondary messaging 'Human-Grade Fresh Cat Food' matches ad headline well. Clear positioning as premium product.
Excellent social proof density: 2000+ verified 5-star Trustpilot reviews, Forbes recognition as 'Best Overall Wet Cat Food', customer testimonial with photo (Debra P.), 88% report health improvements, 78% report shinier/softer fur. Multiple proof types strengthen credibility.
Strong alignment between ad and landing page. Ad emphasizes 'fresh ingredients, better health, taste test' - page delivers with 80% animal protein, health transformation stories, and benefit-focused content. Minor: ad uses 'Shop now' but page uses 'TRY SMALLS'.
Limited-time offer is prominently displayed at top: '50% Off + Free Treats for Life'. Clear value proposition with specific benefits listed (50% off first order, free shipping, free treats for life, money-back guarantee).
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Data from the public Meta Ad Library. Funnelens is not affiliated with or endorsed by Meta. See data sources.