Fi landing page teardown
The page at fitracking.com has been the destination of a Fi Facebook ad for 34 days. We captured it and scored it 100/100 on the 8-point CRO checklist below.
Offer on the page: Up to $70 off select Fi collars with code PETSAFETY
?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 shows a promotional banner with urgency messaging about July dog safety, but the main page content is largely dark/empty in the visible section. The yellow 'Shop' CTA is well-designed and mobile-friendly, but the page lacks critical conversion elements: no social proof, minimal trust signals, and weak headline clarity. The ad message (AI smart collar innovation) doesn't strongly connect to the page's safety/missing dogs narrative. PageSpeed score of 65 is suboptimal. The offer is buried in the banner rather than prominently featured on the main content area.
What this page does right. Steal these.
- Page speed: PageSpeed score of 65 indicates moderate performance. Below ideal threshold of 75+. May impact user experience and conversion rates.
- Mobile experience: Layout appears mobile-optimized with stacked navigation, prominent yellow CTA button, and readable banner text. Good mobile responsiveness evident.
- Call to action: Yellow 'Shop' button is highly visible and contrasts well against dark background. Clear call-to-action, though generic 'Shop' text could be more specific (e.g., 'Shop Series3+').
Where it leaks conversions
- Social proof: No visible social proof, testimonials, reviews, ratings, or user-generated content on the rendered page section.
- Trust signals: Fi branding visible with logo. Limited trust signals on visible page - no security badges, certifications, guarantees, or company information visible. Dark theme may feel less trustworthy to some users.
- Headline: Banner headline 'The most dogs go missing in July!' creates urgency but is generic. No clear product headline visible on main page content area. Lacks specific value proposition.
Full breakdown
Yellow 'Shop' button is highly visible and contrasts well against dark background. Clear call-to-action, though generic 'Shop' text could be more specific (e.g., 'Shop Series3+').
PageSpeed score of 65 indicates moderate performance. Below ideal threshold of 75+. May impact user experience and conversion rates.
Fi branding visible with logo. Limited trust signals on visible page - no security badges, certifications, guarantees, or company information visible. Dark theme may feel less trustworthy to some users.
Layout appears mobile-optimized with stacked navigation, prominent yellow CTA button, and readable banner text. Good mobile responsiveness evident.
Banner headline 'The most dogs go missing in July!' creates urgency but is generic. No clear product headline visible on main page content area. Lacks specific value proposition.
No visible social proof, testimonials, reviews, ratings, or user-generated content on the rendered page section.
Ad promotes 'Series3+ AI smart collar' with focus on innovation. Page banner emphasizes safety/missing dogs in July. Moderate alignment on pet safety theme but ad's 'genius' positioning not clearly reinforced on visible page.
Offer is mentioned in banner (up to $70 off with code PETSAFETY) but not prominently featured on visible page content. Discount amount and terms are clear but buried in top banner.
Keep exploring
Captured from the public page at fitracking.com; ad data from the public Meta Ad Library. Funnelens is not affiliated with Fi or Meta. See data sources.