Based Supplies landing page teardown
The page at basedsupplies.com has been the destination of a Based Supplies Facebook ad for 168 days. We captured it and scored it 73/100 on the 8-point CRO checklist below.
Offer on the page: Tallow & Honey Balm - 5 natural ingredients (suet tallow, raw honeycomb, organic beeswax, cold-pressed olive oil). Results in 2-3 weeks. 30-day money-back guarantee. Less than 50 cents per day.
?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 well-structured product page with strong message-to-ad alignment and compelling social proof. The core offer (tallow + honey balm for eczema) is clearly articulated with specific benefits (2-3 week results, no burning/irritation). The page effectively counters objections by explaining why pharmaceutical creams fail and why tallow works (bioidentical to skin oils). Testimonials are specific and credible. However, the page has critical weaknesses: (1) PageSpeed score of 52 is poor and will hurt conversions, (2) Primary CTA 'Learn more' is weak and generic for a product page - should be 'Get Your Jar' or 'Buy Now' with urgency, (3) CTA placement/frequency unclear from screenshots, (4) No visible pricing in top sections despite being important for decision-making. The page excels at building desire and trust but may lose conversions at the final step due to weak CTA and slow load times.
What this page does right. Steal these.
- Message match: Excellent alignment between ad and landing page. Ad mentions 'beef tallow + raw honey' - page details exact formula. Ad promises results without harsh chemicals - page explains why pharmaceutical creams fail. Ad's 'try almost nothing' philosophy matches page's 5-reason breakdown. Seamless transition.
- Trust signals: Strong trust signals: Family farm narrative with transparency. Specific ingredient sourcing (grass-fed cattle, own hives). No synthetic ingredients/preservatives stated. Real customer testimonials with names and ages. Before/after photos. 30-day guarantee. Scientific explanation (skin barrier diagram). Minor: No third-party certifications visible, no company credentials/years in business prominently displayed.
- Social proof: Strong social proof throughout: Named testimonials (Nicole K., David, Ashley, Miguel, Sarah, Jennifer). Before/after photos showing visible results. Specific use cases (construction worker, college student, 47-year-old with lifelong eczema). Real transformation stories. Missing: review count/star rating, expert endorsements.
- Offer clarity: Clear value proposition: tallow + honey balm for eczema. Specific claim of results in 2-3 weeks. 30-day money-back guarantee stated. Price point ($0.50/day) mentioned. Only minor: exact jar size/pricing not immediately visible in top sections.
- Mobile experience: Page appears mobile-responsive with readable text and stacked layouts. Images scale appropriately. However, some sections show dense text blocks that could be optimized for mobile scanning. CTA visibility on mobile unclear. No obvious mobile-specific issues but could be more mobile-optimized.
- Headline: Ad headline 'Restore Your Skin in 3 Weeks' is benefit-driven and specific. Page headline 'Finally, A Natural Solution That Actually Calms Your Eczema' is longer but highly relevant. Both address pain point directly. Could be slightly more compelling.
Where it leaks conversions
- Page speed: PageSpeed score of 52 is below acceptable threshold (target 75+). This is a significant issue for conversion - slow pages increase bounce rate and reduce trust. Heavy image content (before/afters, product shots) likely contributor. Needs optimization.
Full breakdown
Primary CTA is 'Learn more' - generic and weak for a product page. No urgency signals visible in captured sections. No prominent 'Buy Now' or 'Get Your Jar' button shown. CTA placement and frequency unclear from screenshots. Should be more action-oriented and visible.
PageSpeed score of 52 is below acceptable threshold (target 75+). This is a significant issue for conversion - slow pages increase bounce rate and reduce trust. Heavy image content (before/afters, product shots) likely contributor. Needs optimization.
Strong trust signals: Family farm narrative with transparency. Specific ingredient sourcing (grass-fed cattle, own hives). No synthetic ingredients/preservatives stated. Real customer testimonials with names and ages. Before/after photos. 30-day guarantee. Scientific explanation (skin barrier diagram). Minor: No third-party certifications visible, no company credentials/years in business prominently displayed.
Page appears mobile-responsive with readable text and stacked layouts. Images scale appropriately. However, some sections show dense text blocks that could be optimized for mobile scanning. CTA visibility on mobile unclear. No obvious mobile-specific issues but could be more mobile-optimized.
Ad headline 'Restore Your Skin in 3 Weeks' is benefit-driven and specific. Page headline 'Finally, A Natural Solution That Actually Calms Your Eczema' is longer but highly relevant. Both address pain point directly. Could be slightly more compelling.
Strong social proof throughout: Named testimonials (Nicole K., David, Ashley, Miguel, Sarah, Jennifer). Before/after photos showing visible results. Specific use cases (construction worker, college student, 47-year-old with lifelong eczema). Real transformation stories. Missing: review count/star rating, expert endorsements.
Excellent alignment between ad and landing page. Ad mentions 'beef tallow + raw honey' - page details exact formula. Ad promises results without harsh chemicals - page explains why pharmaceutical creams fail. Ad's 'try almost nothing' philosophy matches page's 5-reason breakdown. Seamless transition.
Clear value proposition: tallow + honey balm for eczema. Specific claim of results in 2-3 weeks. 30-day money-back guarantee stated. Price point ($0.50/day) mentioned. Only minor: exact jar size/pricing not immediately visible in top sections.
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.