Based Supplies landing page teardown
The page at basedsupplies.com has been the destination of a Based Supplies Facebook ad for 182 days. We captured it and scored it 69/100 on the 8-point CRO checklist below.
Offer on the page: Grass-fed tallow + raw honey balm. Hand-made in small batches. Results visible in 2 weeks. 5 natural ingredients.
?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 is a strong direct-response landing page for a niche health product with excellent narrative alignment between ad and page. The page effectively uses storytelling (founder's journey), social proof (testimonials + before/after), and transparency (ingredient sourcing, farm imagery) to build trust. The core offer is clear: a natural tallow balm for eczema that works in 2-4 weeks. However, the page is significantly hampered by poor PageSpeed performance (56/100), which will suppress conversions. The ad CTA ('Learn more') is generic and doesn't leverage the scarcity angle mentioned in ad copy. The page headline is stronger than the ad headline and better addresses the emotional pain point. Overall, this is a well-crafted conversion page that would benefit most from speed optimization and a more compelling primary CTA.
What this page does right. Steal these.
- Trust signals: High trust signals: Family farm operation with named cattle and beehives. Transparent ingredient sourcing (5 ingredients listed, all from farm or trusted neighbors). Before/after photos with specific child name and age. Founder story about solving their own son's problem. No artificial marketing language. Farm imagery reinforces authenticity. Honest about product limitations and application timeline.
- Social proof: Strong social proof present: Named testimonial from Sarah (mother of 3) with specific quote about results. Before/after photo of Emma (age 4) showing dramatic improvement in 2 weeks. Timeline graphic showing expected results. Multiple condition improvements listed (psoriasis, keratosis pilaris, baby acne, cradle cap, diaper rash, scars).
- Message match: Excellent alignment between ad and page. Ad emphasizes: family farm origin, grass-fed tallow, raw honey, hand-made batches, solving eczema after creams failed. Page reinforces all these points with detailed explanations, ingredient sourcing, and family farm imagery. Narrative consistency is strong.
- Offer clarity: Clear offer: Tallow & Honey Balm for eczema/skin issues. Specific ingredients listed (grass-fed tallow, raw honey, beeswax, olive oil). Price point not visible in captured images, but product benefits are explicit.
- Mobile experience: Page appears mobile-responsive with readable text and properly sized images. Before/after comparison image is clear. Timeline graphic is legible. No obvious mobile usability issues detected, though some text-heavy sections could be optimized for smaller screens.
- Headline: Strong headline 'Finally, A Safe Solution That Actually Calms Your Child's Eczema (Without the Tears)' on page is more compelling than ad headline. Ad headline 'Restore Your Skin in 3 Weeks!' is benefit-driven but generic. Page headline better addresses pain point.
Where it leaks conversions
- Page speed: PageSpeed score of 56 is poor. This indicates slow load times that will negatively impact conversion rates, especially on mobile. High-quality images and content-heavy page likely contributing to performance issues. Significant optimization needed.
Full breakdown
Ad CTA is 'Learn more' which is weak and generic. Page appears to have stronger CTAs but not clearly visible in final image. No urgency-driven CTA visible (e.g., 'Buy Now', 'Get Yours'). Stock mention ('Get yours while we have stock') in ad copy suggests scarcity but not leveraged in primary CTA.
PageSpeed score of 56 is poor. This indicates slow load times that will negatively impact conversion rates, especially on mobile. High-quality images and content-heavy page likely contributing to performance issues. Significant optimization needed.
High trust signals: Family farm operation with named cattle and beehives. Transparent ingredient sourcing (5 ingredients listed, all from farm or trusted neighbors). Before/after photos with specific child name and age. Founder story about solving their own son's problem. No artificial marketing language. Farm imagery reinforces authenticity. Honest about product limitations and application timeline.
Page appears mobile-responsive with readable text and properly sized images. Before/after comparison image is clear. Timeline graphic is legible. No obvious mobile usability issues detected, though some text-heavy sections could be optimized for smaller screens.
Strong headline 'Finally, A Safe Solution That Actually Calms Your Child's Eczema (Without the Tears)' on page is more compelling than ad headline. Ad headline 'Restore Your Skin in 3 Weeks!' is benefit-driven but generic. Page headline better addresses pain point.
Strong social proof present: Named testimonial from Sarah (mother of 3) with specific quote about results. Before/after photo of Emma (age 4) showing dramatic improvement in 2 weeks. Timeline graphic showing expected results. Multiple condition improvements listed (psoriasis, keratosis pilaris, baby acne, cradle cap, diaper rash, scars).
Excellent alignment between ad and page. Ad emphasizes: family farm origin, grass-fed tallow, raw honey, hand-made batches, solving eczema after creams failed. Page reinforces all these points with detailed explanations, ingredient sourcing, and family farm imagery. Narrative consistency is strong.
Clear offer: Tallow & Honey Balm for eczema/skin issues. Specific ingredients listed (grass-fed tallow, raw honey, beeswax, olive oil). Price point not visible in captured images, but product benefits are explicit.
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.