Dollar Shave Club landing page teardown
The page at us.dollarshaveclub.com has been the destination of a Dollar Shave Club Facebook ad for 76 days. We captured it and scored it 63/100 on the 8-point CRO checklist below.
Offer on the page: Start with a Set & Save up to 50% | Starter sets ship free | New subscriber offers: $4.99 + free shipping or $6 off subscription
?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 showcases a diverse women's product lineup with clear pricing and multiple subscription incentives. The page structure guides users from featured starter sets to individual products and university-specific bundles. However, critical performance issues (PageSpeed 34) severely undermine conversion potential. The page lacks social proof elements (reviews, testimonials, ratings) that would build confidence in new visitors. While CTAs are prominent and messaging aligns well with the ad, the slow load time will cause significant abandonment before users even see the offers. Trust signals are minimal beyond the brand name. The mobile experience, while responsive, may suffer from the performance issues. Recommendation: Prioritize speed optimization immediately (image compression, lazy loading, code splitting), add customer testimonials/reviews to product cards, and include trust badges. The offer strategy is strong but delivery mechanism is compromised.
What this page does right. Steal these.
- Call to action: Multiple prominent CTAs: 'SHOP NOW' buttons in orange (high contrast, action-oriented). Clear subscription CTAs with specific pricing. CTAs are repeated throughout page. However, primary CTA could be more specific (e.g., 'Shop Women's Starter Sets').
- Offer clarity: Multiple clear offers presented: starter sets with specific discounts (up to 50% off, $4.99 + free shipping, $6 off subscription). University-specific bundles add clarity. Some offers are new-subscriber-only which is clearly stated.
- Mobile experience: Layout appears mobile-responsive with stacked product cards. Navigation is accessible. However, dense product grid may require excessive scrolling on mobile. Text sizing appears adequate. Touch targets for CTAs seem appropriately sized.
- Message match: Good alignment between ad and page. Ad emphasizes 'skin love' and 'wallet respect' - page delivers with starter sets, discounts, and subscription savings. 'Shop the sharp stuff' matches women's razors focus. Minor disconnect: ad doesn't mention university-specific bundles which are prominent on page.
Where it leaks conversions
- Page speed: PageSpeed score of 34 is critically poor. This severely impacts user experience, bounce rate, and conversion. Page likely has high image load times, unoptimized assets, and render-blocking resources. Mobile performance is particularly concerning at this speed.
- Social proof: Minimal social proof present. No customer reviews, ratings, testimonials, or user-generated content visible. 'New Subscribers Only' messaging appears frequently but doesn't build trust. No trust badges or certifications shown. FAQ section at bottom provides some credibility but limited.
Full breakdown
Multiple prominent CTAs: 'SHOP NOW' buttons in orange (high contrast, action-oriented). Clear subscription CTAs with specific pricing. CTAs are repeated throughout page. However, primary CTA could be more specific (e.g., 'Shop Women's Starter Sets').
PageSpeed score of 34 is critically poor. This severely impacts user experience, bounce rate, and conversion. Page likely has high image load times, unoptimized assets, and render-blocking resources. Mobile performance is particularly concerning at this speed.
Dollar Shave Club brand provides baseline trust. Footer includes legal links (Privacy Policy, Terms of Service, Accessibility). However, no security badges, customer testimonials, or trust signals visible. 'Dermatologist-tested' claim mentioned in FAQ but not prominently displayed. Limited transparency on product sourcing or company credentials.
Layout appears mobile-responsive with stacked product cards. Navigation is accessible. However, dense product grid may require excessive scrolling on mobile. Text sizing appears adequate. Touch targets for CTAs seem appropriately sized.
Page headline 'WOMEN'S' is generic and doesn't reinforce ad messaging. Ad headline 'Shop the sharp stuff' is clever but page doesn't prominently echo this. Subheading 'Start with a Set & Save up to 50%' is stronger but buried below fold.
Minimal social proof present. No customer reviews, ratings, testimonials, or user-generated content visible. 'New Subscribers Only' messaging appears frequently but doesn't build trust. No trust badges or certifications shown. FAQ section at bottom provides some credibility but limited.
Good alignment between ad and page. Ad emphasizes 'skin love' and 'wallet respect' - page delivers with starter sets, discounts, and subscription savings. 'Shop the sharp stuff' matches women's razors focus. Minor disconnect: ad doesn't mention university-specific bundles which are prominent on page.
Multiple clear offers presented: starter sets with specific discounts (up to 50% off, $4.99 + free shipping, $6 off subscription). University-specific bundles add clarity. Some offers are new-subscriber-only which is clearly stated.
Keep exploring
Captured from the public page at us.dollarshaveclub.com; ad data from the public Meta Ad Library. Funnelens is not affiliated with Dollar Shave Club or Meta. See data sources.