Birthright Supplements landing page teardown
The page at birthright.co has been the destination of a Birthright Supplements Facebook ad for 22 days. We captured it and scored it 73/100 on the 8-point CRO checklist below.
Offer on the page: $61.20/bottle (subscription) or $68.00 (one-time purchase)
?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 page excels at building trust through extensive social proof (4.8/5 stars from 422 reviews, verified customer testimonials, third-party badges) and clearly articulating the product's whole-food positioning with specific ingredients and benefits. The messaging strongly aligns with the ad's core claim about real-food nutrients vs. synthetic alternatives. However, the page suffers from severe performance issues (PageSpeed 33/100), which likely impacts mobile experience and conversion. The CTA is somewhat buried and could be more prominent, and while the offer is clear, the subscription model presentation could be more compelling upfront.
What this page does right. Steal these.
- Trust signals9/10
- Social proof9/10
- Message match9/10
- Offer clarity8/10
- Headline7/10
Where it leaks conversions
- Page speed3/10
- Mobile experience4/10
Full breakdown
Call to action
6/10Primary CTA 'Add to Cart - $61.20/bottle' is present but not visually dominant; secondary 'Shop Bloom' buttons appear multiple times, creating some confusion about primary action.
- CTA button is clearly labeled with price included
- Multiple CTAs throughout page provide accessibility
- Alternative 'Purchase One-Time ($68.00)' option clearly visible
- Primary CTA button color (muted gray) doesn't stand out against dark background
- Multiple 'Shop Bloom' buttons earlier in page may dilute focus from main purchase CTA
- CTA appears relatively late in the page flow, after extensive scrolling
Page speed
3/10PageSpeed score of 33/100 converts to approximately 3.3/10, indicating critical performance issues that will harm conversion rates and user experience.
- PageSpeed score of 33 is critically low, indicating major performance problems
- Likely slow image loading (multiple product photos and testimonial images)
- Probable layout shift issues and slow JavaScript execution
Trust signals
9/10Strong trust signals throughout: 4.8/5 stars from 422 verified reviews, 60-day money-back guarantee, detailed ingredient sourcing, third-party verification badges, active brand responses to customer concerns, and transparent communication about product safety.
- 60-Day Money-Back Guarantee prominently displayed with reassuring language
- 4.8/5 star rating from 422 verified reviews with detailed breakdown by star rating
- Third-party verification badges (81.8 and 90.8 authenticity scores) visible
Mobile experience
4/10Page appears to have responsive design elements, but severe performance issues (PageSpeed 33) likely create poor mobile experience with slow loading and potential layout shifts.
- Layout appears vertically stacked appropriately for mobile viewing
- Text is readable and not cramped
- Touch-friendly button sizes appear adequate
- PageSpeed score of 33 indicates severe performance degradation on mobile
- Likely slow image loading and rendering delays on mobile devices
- Poor Core Web Vitals would create frustrating user experience on phones
Headline
7/10Main headline 'Whole Food Prenatal' is clear and benefit-focused, directly supporting the ad's core message about real food vs. synthetic.
- Headline immediately communicates the key differentiator: 'Whole Food'
- Subheading reinforces the benefit: 'The prenatal your body actually understands'
- Positioning aligns perfectly with ad claim about real-food nutrients
- Headline is somewhat generic and doesn't create urgency or curiosity
- Could be more specific about what makes it different (e.g., mentioning beef liver or specific nutrients)
Social proof
9/10Extensive social proof throughout: 4.8/5 stars from 422 reviews, 10,000+ mothers mentioned, verified customer testimonials with specific benefits, third-party authenticity badges (81.8 and 90.8 scores), and detailed review responses from brand.
- 4.8/5 star rating with 422 verified reviews displayed prominently
- 'Loved by 10,000+ Mothers' claim with 4.8 rating early in page
- Multiple detailed customer testimonials with verified badges and specific outcomes (e.g., 'Twin pregnancy - Bloom has been great!')
Message match
9/10Page messaging perfectly aligns with ad: both emphasize real-food ingredients (beef liver, fish eggs, bone marrow), contrast with synthetic prenatals, and highlight specific nutrients (methylfolate, choline, DHA) that the ad mentions.
- Ad mentions 'Beef liver. Fish eggs. Bone marrow' - all featured in 'Nutrition your body understands' section with visual callouts
- Ad's claim about synthetic prenatals getting nutrients 'wrong' directly addressed in 'Most Prenatals Don't Work the Way You Think' section
- Specific nutrients mentioned in ad (methylfolate, choline, DHA) appear in ingredient breakdown
Offer clarity
8/10Subscription pricing ($61.20/bottle with 10% off) and one-time option ($68.00) are clearly displayed with explicit benefits listed (free shipping, 10% off, free gifts).
- Subscription toggle clearly shows both 1-month and 3-month options
- Price savings explicitly stated: 'Save 10% + Free Shipping'
- Free gifts itemized with original prices crossed out ($49 and $15 value)
- Original price ($69.00) shown but not prominently highlighted as savings
- Multiple CTAs on page (Shop Bloom buttons) could confuse which adds to cart
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Captured from the public page at birthright.co; ad data from the public Meta Ad Library. Funnelens is not affiliated with Birthright Supplements or Meta. See data sources.