Born Primitive landing page teardown
The page at bornprimitive.com has been the destination of a Born Primitive Facebook ad for 128 days. We captured it and scored it 30/100 on the 8-point CRO checklist below.
Offer on the page: Women's athletic apparel and footwear with prices ranging from $13.44 to $139.00, featuring multiple product lines including Women's Savage 1, BP Classic Serenity Sports Bra, and various shorts and leggings with up to 58% off select items.
?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 shows strong product variety and visual appeal with clear pricing and discount badges, but suffers from critical issues: the headline doesn't match the ad (ad promotes "NEW SAVAGE 1 COLORWAYS" but page shows a generic 28-product collection), the primary CTA is vague ("Take Me There" instead of action-oriented), and page speed is severely compromised at 41/100. The page does well with color-coded product options, consistent product imagery, and prominent discount callouts. However, the lack of specific messaging about the three new colorways mentioned in the ad, absence of social proof elements (reviews, testimonials), and poor mobile optimization (evidenced by the layout and speed score) significantly undermine conversion potential.
Where it leaks conversions
- Social proof0/10
- Headline2/10
- Message match2/10
- Trust signals3/10
- Mobile experience3/10
- Call to action4/10
- Page speed4/10
Full breakdown
Call to action
4/10Primary CTA 'Take Me There' is vague and passive; secondary 'Stay Here' option undermines conversion intent.
- CTA button is visually distinct with border styling
- Positioned prominently at top of page in the geolocation banner
- 'Take Me There' is generic and doesn't clearly indicate what action the user is taking
- 'Stay Here' link provides an easy escape route from the conversion path
- No action-oriented language like 'Shop Now' or 'Explore New Colorways'
Page speed
4/10PAGESPEED_SCORE of 41 converts to approximately 4/10, indicating severe performance issues that would significantly impact user experience and conversion rates.
- Page speed score of 41/100 is critically low
- Likely causes slow image loading and poor interactivity
- Mobile users would experience significant delays and frustration
Trust signals
3/10Page lacks trust signals; no reviews, security badges, guarantees, or brand credibility markers are visible.
- Professional product photography with consistent styling
- Clear pricing and transparent discount information
- No customer reviews or ratings visible
- No trust badges, SSL indicators, or security seals shown
- No money-back guarantee, return policy, or customer testimonials visible
Mobile experience
3/10Layout appears to be a mobile-first grid, but the page speed score of 41 indicates severe mobile performance issues that would impact user experience.
- Two-column product grid is appropriate for mobile viewing
- Product images are large and visible
- Color swatches are accessible below each product
- Page speed of 41/100 indicates critical mobile performance problems
- Geolocation banner at top takes up significant mobile real estate
- No visible optimization for mobile interaction or touch targets
Headline
2/10The page shows '28 products' as the main heading, which is generic and does not match the ad's 'NEW SAVAGE 1 COLORWAYS' headline.
- Headline is '28 products' instead of promoting the new colorways
- No connection to the ad's specific product announcement
- Fails to create urgency or excitement about new arrivals
Social proof
0/10No customer reviews, ratings, testimonials, or social proof elements are visible anywhere on the page.
- No star ratings or review counts on any products
- No customer testimonials or quotes
- No trust badges, certifications, or user-generated content visible
Message match
2/10Ad promises 'three new statement colorways' of the Savage 1, but the landing page is a generic collection with 28 products showing no specific focus on these new colorways.
- Page does feature Women's Savage 1 products in the top section
- Multiple colorway options are visible on Savage 1 products
- Ad headline 'NEW SAVAGE 1 COLORWAYS' doesn't appear anywhere on page
- No callout of the three specific colorways mentioned (White/Bubble Gum, Black/Bubble Gum, Vapor/Black)
- Page shows a broad collection instead of a focused product launch landing page
Offer clarity
6/10Product prices and discounts are clearly displayed, but the specific offer (three new Savage 1 colorways) is not highlighted or explained on this collection page.
- Original and sale prices clearly shown with strikethrough formatting
- Discount percentages prominently displayed in red badges (58% OFF, 25% OFF)
- Product names and prices visible on each product card
- No mention of the 'three new statement colorways' promised in the ad
- Generic collection page doesn't clarify which products are the advertised new arrivals
- No explanation of what makes these colorways special or different
Your own page
That is one page's teardown. Now get your own.
Same 8-factor rubric, same evidence-backed notes, on your landing page instead of theirs. Free, no signup, about 30 seconds.
Free, no signup, no card. The same 8 factor score every page here was graded on.
Keep exploring
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.