Echelon landing page teardown
The page at echelonfit.com has been the destination of a Echelon Facebook ad for 115 days. We captured it and scored it 72/100 on the 8-point CRO checklist below.
?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.
What this page does right. Steal these.
- Call to action8/10
- Mobile experience8/10
- Offer clarity8/10
- Page speed7/10
- Trust signals7/10
- Headline7/10
- Social proof7/10
Where it leaks conversions
- Message match5/10
Full breakdown
Call to action
8/10Multiple 'CHOOSE PLAN' buttons are prominent and action-oriented, with clear visual hierarchy; however, primary CTA text is generic and doesn't match ad's intensity messaging.
- Two prominent 'CHOOSE PLAN' buttons (one per tier) in contrasting blue color
- Clear visual hierarchy with buttons positioned directly under pricing
- 'Cancel Anytime' reassurance text below monthly option reduces friction
- CTA text 'CHOOSE PLAN' is generic and doesn't match ad's 'Subscribe' or intensity theme
- No urgency language (e.g., 'Start Now', 'Join the Challenge')
- Multiple CTAs may dilute focus; unclear which is primary
Page speed
7/10PageSpeed score of 69 converts to approximately 6.9/10; page loads acceptably but has room for optimization, particularly for mobile performance.
- Page appears to load with visible content quickly
- Images are present but not excessively large
- Score of 69 indicates moderate performance issues
- Likely optimization needed for image compression or lazy loading
Trust signals
7/10Professional design, specific pricing, and one customer testimonial build trust; however, limited social proof, no security badges, and no company credentials or guarantees visible.
- Professional branding and clean design throughout
- Specific pricing ($39.99, $11.99) rather than vague 'starting at' language
- Named customer testimonial with 5-star rating
- No security badges, SSL indicators, or privacy policy links visible
- Limited social proof (only one review shown)
- No company credentials, founding date, or user statistics
Mobile experience
8/10Layout appears responsive with stacked elements, readable text, and touch-friendly button sizing; however, some sections may require horizontal scrolling or have cramped spacing on smaller screens.
- Buttons are large and easily tappable (CHOOSE PLAN buttons)
- Text is readable with good contrast throughout
- Stacked layout suggests mobile-first responsive design
- Feature lists with checkmarks may be cramped on very small screens
- Multiple CTAs could create confusion on mobile with limited screen real estate
Headline
7/10Main headline 'JOIN THE ECHELON FITNESS COMMUNITY' is clear and benefit-focused but generic; doesn't differentiate or create urgency.
- Large, bold typography makes it immediately visible
- Community-focused messaging aligns with fitness industry norms
- Positioned prominently above the fold
- Generic language ('join the community') lacks specificity or differentiation
- No mention of the 'harder' intensity or challenge referenced in the ad
- Doesn't communicate the 'next level' positioning from the ad copy
Social proof
7/10One 5-star review quote from 'Amber G.' appears early, but limited social proof overall; no review count, testimonial volume, or user statistics visible.
- 5-star rating display with full stars immediately under headline
- Specific customer quote ('I've completely changed my mental health and physical health') is credible and outcome-focused
- Attributed to named customer (Amber G.) adds authenticity
- Only one testimonial visible on entire page
- No review count or aggregate rating statistics shown
- No user numbers, subscriber counts, or other quantitative social proof
Message match
5/10Ad emphasizes 'harder', 'intensity', 'challenge', and 'next level' with instructor names (Michael & Joey), but landing page focuses on membership features and community without reinforcing the challenge/intensity positioning.
- Page mentions 'COMPLETE EXPERT-LED CHALLENGES' in feature list
- Instructor section ('MEET THE DREAM TEAM') appears lower on page
- Multiple class types (ride, run, row, FitPass) align with ad's fitness focus
- Headline doesn't reference 'challenge', 'intensity', or 'next level' from ad
- No mention of Michael & Joey or #Inferno45 class on visible sections
- Page leads with generic 'community' messaging instead of challenge/intensity positioning
Offer clarity
8/10Two membership tiers are clearly presented with distinct pricing ($39.99/mo Premier, $11.99/mo FitPass) and feature lists, though the value proposition differences could be more explicit.
- Premier membership clearly labeled 'MOST POPULAR' with dark header
- Comprehensive feature lists with checkmarks for each tier
- Annual pricing option shown as savings ($33.33/mo vs $39.99/mo)
- FitPass tier lacks a 'MOST POPULAR' label despite potentially being the entry point
- Feature comparison between tiers requires reading both sections separately
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.
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Captured from the public page at echelonfit.com; ad data from the public Meta Ad Library. Funnelens is not affiliated with Echelon or Meta. See data sources.