Based Supplies landing page teardown
The page at basedsupplies.com has been the destination of a Based Supplies Facebook ad for 186 days. We captured it and scored it 71/100 on the 8-point CRO checklist below.
Offer on the page: Tallow & Honey Balm - bioidentical to skin's natural oils, absorbs completely, repairs from within. $180/year vs $3000/year for fillers. 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 well-structured educational sales page for a premium skincare product targeting women 40+. Strengths: excellent message-match with ad, strong social proof with named testimonials and transformation photos, clear scientific differentiation (bioidentical tallow vs synthetic chemicals), specific benefit claims with timeline, and trust-building through transparency. The page effectively positions the product as a solution to the 'damage cycle' created by harsh skincare. Weaknesses: soft CTA ('Learn more' vs purchase-oriented), poor PageSpeed score (51) which will hurt conversions, and lack of visible pricing/purchase options in captured sections. The long-form educational approach is appropriate for the category but needs faster load times and clearer conversion path to maximize ROI. The 12-week transformation timeline is compelling but may create expectation-setting issues if not managed properly.
What this page does right. Steal these.
- Message match: Excellent alignment between ad and landing page. Ad emphasizes simplicity (try almost nothing), bioidentical tallow, and results. Page delivers: explains bioidentical science, contrasts with harsh chemicals, shows transformation timeline, addresses the 'damage cycle' problem mentioned implicitly in ad.
- Social proof: Strong social proof: Named testimonial from Amanda (45 years old) with specific claim ($3,000 spent, results in 4 months, husband says 10 years younger). Before/after photos at multiple timepoints (Week 0, 6, 12). Multiple customer transformation photos showing progression. Timeline of results builds credibility.
- Offer clarity: Clear value proposition: tallow + honey balm as alternative to expensive treatments. Specific claims (wrinkles reduced, 10 years younger appearance, $180/year vs $3000/year). 30-day money-back guarantee stated. Minor: pricing not prominently displayed on visible sections.
- Trust signals: Trust signals present: specific ingredient sourcing (grass-fed, grass-finished cattle, no hormones/antibiotics), scientific explanation of skin penetration, named customer testimonial with age, before/after photos, 30-day money-back guarantee, ingredient transparency (5 pure ingredients listed). Brand name 'Based Supplies' and professional presentation help. Could add: certifications, third-party reviews, or expert endorsements.
- Mobile experience: Page appears responsive with readable text and stacked layout. Images are appropriately sized. Before/after comparisons are visible. Some sections with multiple columns may compress well. No obvious mobile usability issues in visible sections, though full page testing would be needed.
- Headline: Ad headline 'Restore Your Skin in 3 Weeks!' is benefit-driven and creates urgency. Page headline 'The Bioidentical Secret That's Replacing Botox and Retinol for Women Over 40' is compelling and specific to target audience. Both work well together.
Where it leaks conversions
- Page speed: PageSpeed score of 51 indicates poor performance. This is below acceptable threshold (70+). Heavy image content (multiple before/afters, product shots) likely contributing. Slow load times will increase bounce rate and reduce conversions, especially on mobile.
Full breakdown
CTA is 'Learn more' - soft and generic. Page appears to be educational/long-form sales page rather than direct conversion funnel. No prominent 'Buy Now' or 'Add to Cart' visible in captured sections. CTA placement and urgency could be stronger for e-commerce conversion.
PageSpeed score of 51 indicates poor performance. This is below acceptable threshold (70+). Heavy image content (multiple before/afters, product shots) likely contributing. Slow load times will increase bounce rate and reduce conversions, especially on mobile.
Trust signals present: specific ingredient sourcing (grass-fed, grass-finished cattle, no hormones/antibiotics), scientific explanation of skin penetration, named customer testimonial with age, before/after photos, 30-day money-back guarantee, ingredient transparency (5 pure ingredients listed). Brand name 'Based Supplies' and professional presentation help. Could add: certifications, third-party reviews, or expert endorsements.
Page appears responsive with readable text and stacked layout. Images are appropriately sized. Before/after comparisons are visible. Some sections with multiple columns may compress well. No obvious mobile usability issues in visible sections, though full page testing would be needed.
Ad headline 'Restore Your Skin in 3 Weeks!' is benefit-driven and creates urgency. Page headline 'The Bioidentical Secret That's Replacing Botox and Retinol for Women Over 40' is compelling and specific to target audience. Both work well together.
Strong social proof: Named testimonial from Amanda (45 years old) with specific claim ($3,000 spent, results in 4 months, husband says 10 years younger). Before/after photos at multiple timepoints (Week 0, 6, 12). Multiple customer transformation photos showing progression. Timeline of results builds credibility.
Excellent alignment between ad and landing page. Ad emphasizes simplicity (try almost nothing), bioidentical tallow, and results. Page delivers: explains bioidentical science, contrasts with harsh chemicals, shows transformation timeline, addresses the 'damage cycle' problem mentioned implicitly in ad.
Clear value proposition: tallow + honey balm as alternative to expensive treatments. Specific claims (wrinkles reduced, 10 years younger appearance, $180/year vs $3000/year). 30-day money-back guarantee stated. Minor: pricing not prominently displayed on visible 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.