Born Primitive landing page teardown
The page at bornprimitive.com has been the destination of a Born Primitive Facebook ad for 53 days. We captured it and scored it 73/100 on the 8-point CRO checklist below.
?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.
What this page does right. Steal these.
- Social proof9/10
- Call to action8/10
- Trust signals8/10
- Offer clarity8/10
- Mobile experience7/10
- Headline7/10
Where it leaks conversions
- Page speed2/10
Full breakdown
Call to action
8/10Primary CTA 'ADD TO CART' is large, clear, and well-positioned; secondary CTAs like 'Find Your Shoe Size With A Quick Scan' add engagement options.
- Large, high-contrast 'ADD TO CART' button in black with white text
- Positioned after size selection, logical flow
- Secondary CTA for shoe size finder adds value and reduces friction
- Button could use more urgency language (e.g., 'Buy Now' or 'Add to Cart - Limited Stock')
Page speed
2/10PAGESPEED_SCORE of 17 is critically slow, converting to approximately 1.7 on a 0-10 scale; this severely impacts user experience and conversion likelihood.
- PAGESPEED_SCORE of 17 indicates severe performance issues
- Page will load very slowly, causing high bounce rates
- Mobile experience particularly compromised at this speed
Trust signals
8/10Multiple trust signals present: verified buyer badges on reviews, specific customer details (height, activity, size), 4.9-star rating, detailed product information, and clear return/delivery policies.
- Verified buyer badges on multiple reviews with checkmarks
- Detailed customer testimonials with specific use cases and measurements
- Clear 'DELIVERY & RETURNS' section expandable for policy details
- No visible security badges or SSL indicators in screenshot
- Brand authority/heritage not prominently displayed
Mobile experience
7/10Layout appears responsive with stacked elements, readable text, and touch-friendly buttons, though some sections show horizontal scrolling potential.
- Large, tappable 'ADD TO CART' button with adequate spacing
- Size selection buttons are appropriately sized for touch
- Product images take full width with clear navigation
- Color swatches are small and could be difficult to tap on mobile
- Review section may require excessive scrolling on small screens
Headline
7/10The headline 'WOMEN'S PURSUIT 1 AV' is clear and descriptive but generic; it names the product without emotional appeal.
- Clear product name and model number
- Positioned prominently at top of product details
- No emotional hook or benefit statement in the headline itself
- Doesn't reference the Americana theme or celebration angle from the ad
- Purely descriptive rather than persuasive
Social proof
9/10Strong social proof throughout: 4.9 stars from 44 reviews, detailed customer testimonials with verified buyer badges, specific use cases mentioned, and positive sentiment in review summaries.
- 4.9-star rating with 44 reviews prominently displayed near price
- Multiple verified buyer reviews with specific details (height, activity type, size worn)
- Review summary highlighting comfort and support for running and daily walks
Message match
6/10The ad emphasizes 'Americana colorway celebrating 250 years of American history' and 'Run Forward. Celebrate Freedom,' but the page headline and primary messaging focus on product specs without highlighting the patriotic/celebratory angle.
- Product shown in Americana colorway (red, white, blue) matches ad visual
- Responsive ride and lightweight features mentioned in product details align with ad copy
- Page headline doesn't mention Americana or celebration theme from ad
- Limited-edition and patriotic messaging from ad not emphasized on page
- Ad's emotional 'Celebrate Freedom' angle not reflected in product description
Offer clarity
8/10The offer is clearly presented with original price ($149), sale price ($111.75), and discount percentage (25% OFF) prominently displayed.
- Original price crossed out with sale price in red ($111.75) directly below
- 25% OFF badge clearly visible above pricing
- Color options and size selection clearly labeled with visual swatches
- Exchange only restriction noted but could be more prominent in offer context
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Captured from the public page at bornprimitive.com; ad data from the public Meta Ad Library. Funnelens is not affiliated with Born Primitive or Meta. See data sources.