Based Supplies landing page teardown
The page at basedsupplies.com has been the destination of a Based Supplies Facebook ad for 230 days. We captured it and scored it 75/100 on the 8-point CRO checklist below.
Offer on the page: Onion Hydrosol Shampoo & Conditioner with sulfur-rich formula to restore hair growth, reduce hair fall, and strengthen follicles. $35 for Shower Duo. Free shipping on orders over $40.
?What is a CRO score?
CRO stands for Conversion Rate Optimization: turning more of the visitors you already have into customers. This score (0 to 100) rates how well a landing page is built to convert, across 8 factors like offer, headline, speed, trust, and mobile. Read the full explainer →
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 effectively converts the ad's promise into a credible, detailed product experience. Strengths include strong social proof (72 reviews, 4.88★), clear benefit articulation (hair growth timeline, before/after), comprehensive ingredient transparency, and multiple trust signals (money-back guarantee, verified reviews, scientific references). The page successfully addresses skepticism through detailed 'How It Works' and 'Why Women Are Switching' sections. Weaknesses: (1) Ad CTA 'Learn more' doesn't match page's primary action (Add to Cart)—creates friction; (2) PageSpeed 73 is adequate but not optimized; (3) Ad's conspiracy-angle messaging ('big beauty brands don't want you to know') is softened on page, which is more credible but less aligned; (4) Product options (Shampoo/Conditioner/Duo) require selection, adding friction. The page is well-structured with logical flow: hero → benefits → social proof → science → testimonials → FAQ → trust signals. Mobile experience is solid. Overall, this is a high-performing page with minor optimization opportunities around CTA alignment and load speed.
What this page does right. Steal these.
- Trust signals: Multiple trust signals: 30-day money-back guarantee, verified customer reviews, scientific backing (Journal of Dermatology reference), detailed ingredient lists, clear company info (address, email), payment method icons (Amex, Apple Pay, Visa, etc.), small family business positioning.
- Mobile experience: Responsive design evident. Product images, text, and CTAs appear mobile-friendly. Carousel navigation works on mobile. Payment icons and footer are accessible. No obvious mobile UX issues detected.
- Social proof: Strong social proof: 72 reviews with 4.88/5 stars, 64 five-star ratings shown visually. Multiple verified customer testimonials with specific results (less hair loss, thicker hair, baby hairs). Before/after imagery adds credibility.
- Offer clarity: Clear value proposition: sulfur-rich formula for hair growth. Price ($35) and product options (Shampoo/Conditioner/Duo) are visible. Benefits are well-articulated throughout the page.
- Call to action: Primary CTA 'ADD TO CART' is prominent, green, and action-oriented. Ad CTA 'Learn more' creates friction—page should use 'Shop Now' or 'Add to Cart' to match ad promise. Secondary CTAs (pagination, email signup) present but not primary focus.
- Page speed: PageSpeed score of 73 is acceptable but not exceptional. Mobile performance likely slower. Images are optimized but multiple product images and carousels may impact load time. Acceptable for e-commerce but room for improvement.
- Headline: Ad headline 'Get Your Thick Hair Back!' is benefit-driven and emotionally resonant. Page headline 'Onion Hydrosol Shower Duo' is product-focused but less compelling. Good alignment overall.
- Message match: Good alignment between ad (ancient remedy, sulfur-rich, follicle restoration) and page content (detailed science explanation, ingredient breakdown, timeline). Ad's 'big beauty brands don't want you to know' conspiracy angle is toned down on page, which is more credible.
Full breakdown
Primary CTA 'ADD TO CART' is prominent, green, and action-oriented. Ad CTA 'Learn more' creates friction—page should use 'Shop Now' or 'Add to Cart' to match ad promise. Secondary CTAs (pagination, email signup) present but not primary focus.
PageSpeed score of 73 is acceptable but not exceptional. Mobile performance likely slower. Images are optimized but multiple product images and carousels may impact load time. Acceptable for e-commerce but room for improvement.
Multiple trust signals: 30-day money-back guarantee, verified customer reviews, scientific backing (Journal of Dermatology reference), detailed ingredient lists, clear company info (address, email), payment method icons (Amex, Apple Pay, Visa, etc.), small family business positioning.
Responsive design evident. Product images, text, and CTAs appear mobile-friendly. Carousel navigation works on mobile. Payment icons and footer are accessible. No obvious mobile UX issues detected.
Ad headline 'Get Your Thick Hair Back!' is benefit-driven and emotionally resonant. Page headline 'Onion Hydrosol Shower Duo' is product-focused but less compelling. Good alignment overall.
Strong social proof: 72 reviews with 4.88/5 stars, 64 five-star ratings shown visually. Multiple verified customer testimonials with specific results (less hair loss, thicker hair, baby hairs). Before/after imagery adds credibility.
Good alignment between ad (ancient remedy, sulfur-rich, follicle restoration) and page content (detailed science explanation, ingredient breakdown, timeline). Ad's 'big beauty brands don't want you to know' conspiracy angle is toned down on page, which is more credible.
Clear value proposition: sulfur-rich formula for hair growth. Price ($35) and product options (Shampoo/Conditioner/Duo) are visible. Benefits are well-articulated throughout the page.
Keep exploring
Captured from the public page at basedsupplies.com; ad data from the public Meta Ad Library. Funnelens is not affiliated with Based Supplies or Meta. See data sources.