Brooklinen landing page teardown
The page at brooklinen.com has been the destination of a Brooklinen Facebook ad for 16 days. We captured it and scored it 66/100 on the 8-point CRO checklist below.
Offer on the page: 15% off your first order. Click to redeem. Terms apply
?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.
Brooklinen's All Sheets collection page does well on social proof (175,000+ 5-star reviews prominently displayed) and trust (multiple award badges, consistent branding, clear product information). However, it suffers from poor message match with the ad's emphasis on breathable/cooling sheets—the page shows all sheet types without prioritizing cooling options upfront. The page's critical weakness is speed: a PageSpeed score of 22 is severely problematic, likely causing high bounce rates. The headline "All Sheets" is generic and doesn't reinforce the cooling/breathable benefit mentioned in the ad. While the CTA is clear and the offer (15% off) is visible, the page's slow load time and lack of immediate cooling-sheet focus undermine conversion potential.
What this page does right. Steal these.
- Social proof9/10
- Call to action8/10
- Trust signals8/10
- Offer clarity8/10
- Mobile experience7/10
Where it leaks conversions
- Page speed2/10
- Headline4/10
- Message match4/10
Full breakdown
Call to action
8/10Multiple 'Shop Now' CTAs are visible throughout the page (in product cards and in promotional sections), with clear button styling and placement.
- Dark blue 'Shop Now' buttons with high contrast against background
- CTAs repeated throughout page on product cards and promotional sections
- Clear, action-oriented button text
- Primary CTA requires scrolling to see product options before clicking
- No above-the-fold 'Shop Now' button for immediate action
Page speed
2/10PageSpeed score of 22 out of 100 is critically poor, indicating severe performance issues that will cause high bounce rates.
- PageSpeed score of 22 is in the critical range (0-49)
- Likely causes significant user frustration and abandonment
- Mobile users especially impacted by slow load times
Trust signals
8/10Strong trust signals including 175,000+ reviews, multiple award badges, clear product information, and professional branding throughout the page.
- 175,000+ 5-star reviews with 'Best in Bed' designation
- Multiple award badges (AD Awards, Best in Bed) on products
- Professional product photography and clear product descriptions
- Slow page speed undermines trust (users may perceive site as broken or unreliable)
Mobile experience
7/10Mobile layout appears functional with stacked product cards and readable text, though the page structure suggests potential usability issues on smaller screens.
- Product cards stack vertically for mobile viewing
- Text is readable and not cramped
- Navigation elements appear accessible
- Multiple product cards per row may not optimize for mobile scrolling efficiency
- Filter button and navigation may require additional taps on mobile
- Slow page speed (22) will severely impact mobile experience
Headline
4/10The headline 'All Sheets' is generic and doesn't communicate the key benefit (breathable/cooling) emphasized in the ad.
- Clear and simple language
- Positioned prominently at top of page
- Generic 'All Sheets' doesn't match ad's focus on breathable/cooling sheets
- No benefit-driven language or emotional appeal
- Misses opportunity to reinforce the ad's cooling/comfort messaging
Social proof
9/10Extensive social proof with 175,000+ 5-star reviews displayed prominently, plus multiple award badges (Best in Bed, AD Awards) visible throughout the page.
- 175,000+ 5-Star Reviews badge with star rating displayed prominently under logo
- Individual product ratings shown (24,504 reviews, 18,694 reviews, etc.) with star counts
- Multiple award badges (Best in Bed, AD Awards) visible on product cards throughout page
Message match
4/10Poor alignment between ad's emphasis on breathable/cooling sheets and page's generic 'All Sheets' approach showing all types equally.
- Page does feature cooling sheet options (Classic Percale, Washed European Linen marked as COOLING)
- Product descriptions mention qualities like 'crisp' and 'smooth' that align with ad language
- Cooling sheets not prioritized or featured first—page shows all sheet types equally
- No headline or messaging emphasizing breathable/cooling benefits
- Ad's specific focus on seasonal cooling need not reflected in page structure or copy
Offer clarity
8/10The 15% off offer is clearly stated at the top banner with 'Click to redeem' and 'Terms apply' visible.
- 15% discount prominently displayed in top banner
- Clear 'Click to redeem' call-to-action for the offer
- Discount percentage shown on individual product cards (15% off, 25% off, 30% off)
- Terms apply link requires extra click to understand conditions
- Discount amounts vary by product without clear explanation of why
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 brooklinen.com; ad data from the public Meta Ad Library. Funnelens is not affiliated with Brooklinen or Meta. See data sources.