Brooklinen landing page teardown
The page at shop.brooklinen.com has been the destination of a Brooklinen Facebook ad for 28 days. We captured it and scored it 70/100 on the 8-point CRO checklist below.
Offer on the page: Want your bed on the best-dressed list? We caught up with our Head Designer Chris Benz at his downtown pied-à-terre to learn how. Whether you're out to turn heads or dress up a white sheet set, Chris has the style tips you need to get started.
?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 landing page effectively leverages designer collaboration and social proof to drive conversions, with strong message-to-ad alignment and mobile optimization. However, it's significantly hampered by poor page speed (57/100), which will negatively impact user experience and SEO. The headline is generic and doesn't capitalize on the unique designer angle. The offer lacks explicit urgency or discount incentive—relying entirely on brand/designer credibility. The page structure is well-organized with clear product hierarchy and multiple conversion paths, but the slow load time is a critical bottleneck that should be addressed immediately. Recommend: optimize images/video, implement lazy loading, minify CSS/JS, and strengthen the headline to emphasize the designer collaboration.
What this page does right. Steal these.
- Trust signals: High trust signals: named designer with social proof (verified, 393k followers), 150k+ 5-star reviews, award-winning brand positioning, clear company branding (Brooklinen logo), detailed footer with About/Help/Contact sections, and cookie transparency. Established brand with credibility.
- Mobile experience: Mobile-responsive layout observed across all sections. Touch-friendly buttons, readable typography, stacked product cards. Navigation and CTAs are accessible. Minor: video player icon suggests video content that may not load optimally on slower connections.
- Social proof: Strong social proof elements: 150k+ 5-star reviews prominently displayed, named designer (Chris Benz with verified badge, 393k Instagram followers), customer testimonial ('Like Sleeping On A Cloud'), and award-winning positioning. Credibility is well-established.
- Message match: Strong alignment between ad and landing page. Ad promises 'style tips from Chris Benz'—page delivers designer collaboration, curated product selections, and Chris's quote ('Today we are going to play with some color'). Designer-led curation is the core message throughout.
- Call to action: Multiple CTAs present ('Shop the Best Sheets Ever', 'Shop Now' buttons). Clear and action-oriented, but somewhat generic. Primary CTA appears twice with good visibility. Could be more compelling (e.g., 'Shop Chris's Picks' or 'Get the Designer Look').
- Offer clarity: Clear product focus (bed sheets/bedding) with designer collaboration angle. Price point shown ($228) for featured product. However, no explicit discount or unique offer stated—relies on designer credibility rather than value proposition.
Where it leaks conversions
- Page speed: PageSpeed score of 57 is below acceptable threshold (target: 75+). Slow load time will increase bounce rate and reduce conversions. Likely due to unoptimized images, video embeds, and heavy JavaScript. Critical issue for mobile users.
Full breakdown
Multiple CTAs present ('Shop the Best Sheets Ever', 'Shop Now' buttons). Clear and action-oriented, but somewhat generic. Primary CTA appears twice with good visibility. Could be more compelling (e.g., 'Shop Chris's Picks' or 'Get the Designer Look').
PageSpeed score of 57 is below acceptable threshold (target: 75+). Slow load time will increase bounce rate and reduce conversions. Likely due to unoptimized images, video embeds, and heavy JavaScript. Critical issue for mobile users.
High trust signals: named designer with social proof (verified, 393k followers), 150k+ 5-star reviews, award-winning brand positioning, clear company branding (Brooklinen logo), detailed footer with About/Help/Contact sections, and cookie transparency. Established brand with credibility.
Mobile-responsive layout observed across all sections. Touch-friendly buttons, readable typography, stacked product cards. Navigation and CTAs are accessible. Minor: video player icon suggests video content that may not load optimally on slower connections.
Generic 'Get the Look' headline lacks specificity and urgency. Doesn't clearly communicate the core benefit or Chris Benz collaboration. Doesn't match the ad's 'best-dressed list' framing well.
Strong social proof elements: 150k+ 5-star reviews prominently displayed, named designer (Chris Benz with verified badge, 393k Instagram followers), customer testimonial ('Like Sleeping On A Cloud'), and award-winning positioning. Credibility is well-established.
Strong alignment between ad and landing page. Ad promises 'style tips from Chris Benz'—page delivers designer collaboration, curated product selections, and Chris's quote ('Today we are going to play with some color'). Designer-led curation is the core message throughout.
Clear product focus (bed sheets/bedding) with designer collaboration angle. Price point shown ($228) for featured product. However, no explicit discount or unique offer stated—relies on designer credibility rather than value proposition.
Keep exploring
Captured from the public page at shop.brooklinen.com; ad data from the public Meta Ad Library. Funnelens is not affiliated with Brooklinen or Meta. See data sources.