Based Supplies landing page teardown
The page at basedsupplies.com has been the destination of a Based Supplies Facebook ad for 77 days. We captured it and scored it 76/100 on the 8-point CRO checklist below.
Offer on the page: Sulfate-free onion hydrosol shampoo (15% concentration) with rosemary oil, nettle extract, peppermint oil, biotin, and aloe vera. 30-day money-back guarantee.
?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 high-engagement, narrative-driven landing page selling a premium sulfate-free shampoo with onion hydrosol. The page leverages an extended personal story (matching the ad copy) to establish credibility and emotional connection. Strengths include exceptional message-to-page alignment, clear offer articulation, scientific grounding, and a compelling before/after testimonial. The 72 PageSpeed score is adequate. Key weaknesses: vague primary CTA ('Learn more' instead of 'Buy Now'), limited social proof (single testimonial), and no visible urgency/scarcity tactics. The page prioritizes storytelling and education over conversion optimization—effective for building trust but potentially leaving conversion rate on the table. The 30-day guarantee is a strong trust builder that partially compensates for limited third-party validation.
What this page does right. Steal these.
- Message match: Excellent alignment between ad and landing page. Ad promises hair regrowth through shampoo change; page delivers detailed explanation of why sulfates damage hair and how onion hydrosol fixes it. Narrative continuity is seamless.
- Offer clarity: Crystal clear offer: sulfate-free onion hydrosol shampoo with 15% concentration, specific ingredients listed, 30-day money-back guarantee. No ambiguity about what's being sold or why.
- Trust signals: Strong trust signals: specific ingredient concentrations (15% onion hydrosol), scientific references (Journal of Dermatology studies), named stylist (Maria), 30-day money-back guarantee, transparent ingredient list (no sulfates/parabens/silicones), family business positioning. Lacks third-party certifications or clinical trial data visible on page.
- Headline: Strong emotional headline 'Finally, A Shampoo That Actually Stops Hair Fall' directly addresses pain point. Matches ad headline 'Get Your Thick Hair Back!' reasonably well. Could be more specific about the mechanism (sulfate-free/onion hydrosol).
- Page speed: PageSpeed score of 72 is acceptable but not excellent. Page is content-heavy with multiple images and long-form copy. Acceptable for conversion-focused landing pages but could be optimized further for faster load times, especially on mobile.
- Mobile experience: Page appears responsive with readable text and images. Long-form content is presented in digestible sections. However, cannot fully assess mobile UX from static screenshots—navigation, form fields, and CTA button placement unclear on mobile devices.
- Social proof: Single named testimonial (Michelle, 43 years old) with before/after photos showing visible results at 12 weeks. Strong narrative proof through detailed personal story. However, only one customer testimonial visible on page. Would benefit from additional reviews, clinical study citations, or expert endorsements.
Full breakdown
Primary CTA is 'Learn more' which is vague and non-committal. Page lacks clear purchase CTAs visible in screenshots. No urgency signals (limited time, stock scarcity). Should have prominent 'Buy Now' or 'Get Started' button with stronger action language.
PageSpeed score of 72 is acceptable but not excellent. Page is content-heavy with multiple images and long-form copy. Acceptable for conversion-focused landing pages but could be optimized further for faster load times, especially on mobile.
Strong trust signals: specific ingredient concentrations (15% onion hydrosol), scientific references (Journal of Dermatology studies), named stylist (Maria), 30-day money-back guarantee, transparent ingredient list (no sulfates/parabens/silicones), family business positioning. Lacks third-party certifications or clinical trial data visible on page.
Page appears responsive with readable text and images. Long-form content is presented in digestible sections. However, cannot fully assess mobile UX from static screenshots—navigation, form fields, and CTA button placement unclear on mobile devices.
Strong emotional headline 'Finally, A Shampoo That Actually Stops Hair Fall' directly addresses pain point. Matches ad headline 'Get Your Thick Hair Back!' reasonably well. Could be more specific about the mechanism (sulfate-free/onion hydrosol).
Single named testimonial (Michelle, 43 years old) with before/after photos showing visible results at 12 weeks. Strong narrative proof through detailed personal story. However, only one customer testimonial visible on page. Would benefit from additional reviews, clinical study citations, or expert endorsements.
Excellent alignment between ad and landing page. Ad promises hair regrowth through shampoo change; page delivers detailed explanation of why sulfates damage hair and how onion hydrosol fixes it. Narrative continuity is seamless.
Crystal clear offer: sulfate-free onion hydrosol shampoo with 15% concentration, specific ingredients listed, 30-day money-back guarantee. No ambiguity about what's being sold or why.
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.