Based Supplies landing page teardown
The page at basedsupplies.com has been the destination of a Based Supplies Facebook ad for 437 days. We captured it and scored it 64/100 on the 8-point CRO checklist below.
Offer on the page: Natural Tallow & Honey Balm with grass-fed beef tallow, organic raw honey, organic beeswax, and cold-pressed olive oil. Reduces hyperpigmentation, boosts collagen, enhances skin cell renewal, provides antioxidant protection, and deep moisturization. 4.8★ rating (1,897 reviews). Limited inventory ava
?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 has solid foundational trust and social proof but suffers from critical CRO gaps. The ad headline ('All-in-One Skincare Solution') doesn't align with the page's primary messaging angle (anti-aging benefits via natural ingredients). The ad emphasizes health/microbiome safety while the page emphasizes beauty/youth—these are different value propositions that create cognitive friction. The PageSpeed score of 52 is a major red flag that will tank conversions, especially on mobile. The CTA strategy is muddled: ad says 'Learn more' but page leads with 'Check Availability'—unclear what action converts. Pricing/offer terms are completely absent, forcing visitors to click through to discover cost. The 3-step ordering process is clear, but the limited inventory warning should be more prominent in the hero section. Recommendation: (1) Align ad headline to page's anti-aging angle, (2) Fix PageSpeed immediately (target 75+), (3) Add pricing/offer clarity above the fold, (4) Consolidate CTAs to single primary action, (5) Strengthen urgency messaging in hero section.
What this page does right. Steal these.
- Trust signals: Strong trust signals: high review count (1,897), 4.8★ rating, real customer testimonial with age/name, ingredient transparency (shows 4 specific ingredients with labels), third-party medical/health publication logos, clear ingredient sourcing (grass-fed beef, organic honey, etc.).
- Social proof: Strong social proof: 4.8★ rating with 1,897 reviews, customer testimonial from Amanda (46yo) with specific pain point, 3 user photos with product. Credible third-party logos (Healthline, Mayo Clinic, etc.) add authority.
- Mobile experience: Layout appears mobile-responsive with stacked images and readable text. However, multiple CTAs and long-form copy may create friction on mobile. No obvious mobile-specific optimization issues, but conversion path could be streamlined.
- Offer clarity: Product benefits are clearly outlined (5 specific reasons), but pricing and exact offer terms are absent. No clear discount, bundle deal visibility, or money-back guarantee stated upfront.
Where it leaks conversions
- Page speed: PageSpeed score of 52 is below acceptable threshold (target: 75+). Slow load times increase bounce risk, especially on mobile. This significantly impacts conversion potential.
- Call to action: Ad CTA is 'Learn more' but page has multiple CTAs: 'Check Availability' (green button, prominent). Weak alignment. No urgency language (limited stock mentioned in body text but not in CTA). Secondary CTAs could dilute conversion focus.
Full breakdown
Ad CTA is 'Learn more' but page has multiple CTAs: 'Check Availability' (green button, prominent). Weak alignment. No urgency language (limited stock mentioned in body text but not in CTA). Secondary CTAs could dilute conversion focus.
PageSpeed score of 52 is below acceptable threshold (target: 75+). Slow load times increase bounce risk, especially on mobile. This significantly impacts conversion potential.
Strong trust signals: high review count (1,897), 4.8★ rating, real customer testimonial with age/name, ingredient transparency (shows 4 specific ingredients with labels), third-party medical/health publication logos, clear ingredient sourcing (grass-fed beef, organic honey, etc.).
Layout appears mobile-responsive with stacked images and readable text. However, multiple CTAs and long-form copy may create friction on mobile. No obvious mobile-specific optimization issues, but conversion path could be streamlined.
Generic 'All-in-One Skincare Solution' doesn't match the landing page's specific angle about natural ingredients vs. chemicals. Page headline emphasizes 'ageless beauty' and 'tallow & honey' specifically—mismatch with ad headline.
Strong social proof: 4.8★ rating with 1,897 reviews, customer testimonial from Amanda (46yo) with specific pain point, 3 user photos with product. Credible third-party logos (Healthline, Mayo Clinic, etc.) add authority.
Ad emphasizes 'natural alternatives to big pharma' and 'skin microbiome protection.' Page focuses on anti-aging benefits (hyperpigmentation, collagen, cell renewal, moisturizing). Partial overlap but different primary angles—ad is health/safety focused, page is beauty/youth focused.
Product benefits are clearly outlined (5 specific reasons), but pricing and exact offer terms are absent. No clear discount, bundle deal visibility, or money-back guarantee stated upfront.
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.