Based Supplies landing page teardown
The page at basedsupplies.com has been the destination of a Based Supplies Facebook ad for 438 days. We captured it and scored it 65/100 on the 8-point CRO checklist below.
Offer on the page: Replace big pharma skincare with natural Tallow & Honey Balm—all-in-one solution for sensitive skin, made with grass-fed tallow, organic honey, and cold-pressed olive oil.
?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 communicates a natural skincare alternative with solid social proof and trust-building elements. However, it suffers from critical CRO weaknesses: (1) Catastrophic page speed (36/100) will destroy conversion rates on mobile; (2) Missing pricing transparency creates friction; (3) Ad's '3 weeks' claim lacks page support; (4) CTAs are weak and don't match ad messaging ('Learn more' vs 'Check Availability'); (5) Scarcity messaging ('limited inventory') lacks urgency mechanics (countdown, stock counter); (6) No explicit guarantee/refund policy visible. The page reads more like educational content than a high-converting sales page. Immediate priorities: fix page speed (compress images, lazy load), add pricing, strengthen CTAs with urgency, add guarantee, and ensure ad-to-page message alignment.
What this page does right. Steal these.
- Trust signals: Strong trust signals: 4.8★ rating with 1,897 reviews, customer testimonials with photos, logos from Mayo Clinic/Healthline/NIH at bottom, eco-friendly/sustainable messaging, glass jar packaging (premium feel), grass-fed sourcing transparency. Lacks security badges or money-back guarantee explicitly stated.
- Social proof: Strong social proof: 1,897 reviews with 4.8★ rating prominently displayed at bottom. Customer testimonials with photos mid-page (Amanda quote, multiple user reviews). However, testimonials are small and could be more prominent earlier in funnel.
- Mobile experience: Layout appears mobile-responsive with stacked sections. Text is readable, images scale appropriately. However, dense text blocks could be broken up better for mobile scanning. CTAs are accessible but not sticky/persistent.
- Message match: Good alignment: ad emphasizes natural ingredients, skin microbiome protection, and all-in-one solution—all present on page. However, ad's '3 weeks' claim and 'big pharma' angle are softened on page. Ad's 'Shop now' CTA doesn't match page's 'Learn more' or 'Check Availability.'
- Offer clarity: Clear value proposition (all-in-one solution, natural ingredients, sensitive skin friendly). However, pricing is absent—no mention of cost, which creates friction. The '3 weeks' claim in headline lacks supporting evidence on page.
Where it leaks conversions
- Page speed: PageSpeed score of 36 is critically poor. This severely impacts conversion—slow pages lose 40%+ of visitors. High-quality images and multiple product photos likely culprits. Mobile experience will be frustrating, directly harming CRO.
Full breakdown
Primary CTA 'Check Availability' appears twice (green buttons) but is weak—doesn't create urgency despite 'limited inventory' claim. Ad CTA 'Learn more' doesn't match page CTAs. Missing urgency language (e.g., 'Claim Yours Now'). No countdown timer despite scarcity messaging.
PageSpeed score of 36 is critically poor. This severely impacts conversion—slow pages lose 40%+ of visitors. High-quality images and multiple product photos likely culprits. Mobile experience will be frustrating, directly harming CRO.
Strong trust signals: 4.8★ rating with 1,897 reviews, customer testimonials with photos, logos from Mayo Clinic/Healthline/NIH at bottom, eco-friendly/sustainable messaging, glass jar packaging (premium feel), grass-fed sourcing transparency. Lacks security badges or money-back guarantee explicitly stated.
Layout appears mobile-responsive with stacked sections. Text is readable, images scale appropriately. However, dense text blocks could be broken up better for mobile scanning. CTAs are accessible but not sticky/persistent.
Ad headline 'Restore Your Skin in 3 Weeks!' is benefit-driven but makes a specific timeframe claim unsupported by page content. Page headline 'One Jar, Countless Benefits' is softer and doesn't reinforce the 3-week promise, creating disconnect.
Strong social proof: 1,897 reviews with 4.8★ rating prominently displayed at bottom. Customer testimonials with photos mid-page (Amanda quote, multiple user reviews). However, testimonials are small and could be more prominent earlier in funnel.
Good alignment: ad emphasizes natural ingredients, skin microbiome protection, and all-in-one solution—all present on page. However, ad's '3 weeks' claim and 'big pharma' angle are softened on page. Ad's 'Shop now' CTA doesn't match page's 'Learn more' or 'Check Availability.'
Clear value proposition (all-in-one solution, natural ingredients, sensitive skin friendly). However, pricing is absent—no mention of cost, which creates friction. The '3 weeks' claim in headline lacks supporting evidence on 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.