Born Primitive landing page teardown
The page at bornprimitive.com has been the destination of a Born Primitive Facebook ad for 123 days. We captured it and scored it 33/100 on the 8-point CRO checklist below.
Offer on the page: Men's Savage 1 training shoes, priced at $139.00 (with some variants on sale at $97.30-$104.25)
?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 collection page does well at showcasing product variety with 19 products displayed in a clean grid, multiple color options visible per shoe, and clear pricing with sale badges. However, it struggles significantly with conversion optimization: there's no prominent primary CTA button above the fold, the page headline is generic and doesn't match the ad's "New Colors. Same Savage 1" angle, social proof is completely absent (no reviews, ratings, or testimonials), and the page speed is critically poor (23/100), which will devastate mobile conversions. The ad promises specific features (wide toe box, breathable knit, dual-density cushioning) but the page shows only product images without highlighting these benefits.
What this page does right. Steal these.
- Offer clarity7/10
Where it leaks conversions
- Social proof0/10
- Page speed2/10
- Message match2/10
- Call to action3/10
- Trust signals3/10
- Mobile experience4/10
- Headline4/10
Full breakdown
Call to action
3/10No prominent primary CTA button above the fold; users must click individual product cards to proceed, creating friction.
- Color swatches are clickable and suggest product selection
- No 'Shop Now' or primary CTA button visible above the fold
- CTA is buried in individual product cards requiring multiple clicks
- No clear next step for users arriving from the ad
Page speed
2/10PAGESPEED_SCORE of 23 converts to approximately 2.3/10, indicating critically poor performance that will devastate conversion rates.
- PAGESPEED_SCORE of 23/100 is critically poor
- Likely excessive image sizes or unoptimized assets
- Mobile users will experience severe delays and abandonment
Trust signals
3/10No customer reviews, security badges, guarantees, or trust signals visible; only a generic 'Shop in Store' section at the bottom.
- Physical retail location mentioned ('The Shops At Hilltop Virginia Beach')
- No customer reviews or ratings to build credibility
- No money-back guarantee or return policy visible
- No security badges or trust certifications shown
Mobile experience
4/10Grid layout appears responsive, but the critically slow page speed (23/100) will severely impact mobile usability and load times.
- Two-column grid layout is appropriate for mobile screens
- Product images are visible and organized clearly
- Page speed of 23/100 will cause severe mobile performance issues
- Likely slow image loading on mobile networks
- No mobile-specific optimizations visible to compensate for poor speed
Headline
4/10The page headline 'Savage 1 Training Shoe' is generic and doesn't match the ad's 'New Colors. Same Savage 1' messaging.
- Headline is clear and identifies the product category
- Doesn't emphasize 'New Colors' as the ad does
- Generic product name without value proposition
- Misses the opportunity to highlight what makes this shoe special
Social proof
0/10No customer reviews, ratings, testimonials, or trust badges visible anywhere on the page.
- No star ratings or review counts on any product
- No customer testimonials or quotes
- No trust badges, certifications, or social proof elements visible
Message match
2/10Ad emphasizes 'New Colors. Same Savage 1' and specific features (wide toe box, breathable knit, dual-density cushioning), but the page shows only product images without highlighting these features or the 'new colors' angle.
- Multiple color options are displayed, supporting the 'New Colors' message
- Ad's specific feature claims (wide toe box, breathable knit, dual-density cushioning) are not mentioned on page
- No emphasis on 'New Colors' as the primary message
- Page is a generic collection view rather than a curated 'new colors' showcase
Offer clarity
7/10Pricing is clear ($139.00 base, sale prices visible), but the specific shoe features mentioned in the ad are not articulated on this collection page.
- Base price of $139.00 clearly displayed on each product
- Sale prices prominently shown in red with discount percentages
- Multiple color/variant options visible with swatches
- No description of shoe features (wide toe box, breathable knit, dual-density cushioning) visible on collection page
- Product names are repetitive (all 'Men's Savage 1' variants) without differentiating features
- No size or fit information displayed
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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.