Fi landing page teardown
The page at shop.fitracking.com has been the destination of a Fi Facebook ad for 26 days. We captured it and scored it 60/100 on the 8-point CRO checklist below.
Offer on the page: 1 Month Free Trial - Try Fi for one month with a certified pre-owned Series 3+ device and a new collar band. Just pay shipping. 6 Months - $99 (Equal to $3.80 / week). 1 Year - $189 (Equal to $3.60 / week). 2 Year - $339 (Equal to $3.20 / week).
?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 does several things well: it clearly presents the product with high-quality imagery, offers multiple membership tiers with transparent pricing, includes a free trial option, and provides comprehensive feature lists with AI behavior monitoring. The page also demonstrates strong trust signals through warranty information, 24/7 support options, and PC Editors' Choice recognition. However, the page suffers from critical weaknesses: the PageSpeed score of 39 is severely problematic for conversion, the primary CTA ("Start free trial") doesn't match the ad's "Shop now" call-to-action creating message confusion, and the headline "Series 3+" is generic and doesn't reinforce the ad's "world's smartest dog wearable" positioning. The mobile experience appears functional but the slow load time will significantly impact mobile users. The offer clarity is good with multiple options, but the page could better emphasize the unique AI-powered health tracking that differentiates Fi from competitors.
What this page does right. Steal these.
- Trust signals: Strong trust signals include 1-year warranty, 24/7 phone/chat support, PC Editors' Choice award, and detailed product specifications with international coverage.
- Offer clarity: Multiple membership tiers are clearly presented with transparent pricing, weekly cost breakdowns, and a free trial option prominently featured.
- Mobile experience: Layout appears responsive with stacked elements suitable for mobile, though the slow page speed will severely impact mobile user experience.
- Social proof: Page includes PC Editors' Choice award, 5-star rating, warranty guarantee, and support options, though customer testimonials or user reviews are absent.
Where it leaks conversions
- Page speed: PageSpeed score of 39 is critically poor and will cause significant bounce rates, especially on mobile devices with slower connections.
- Headline: The headline 'Series 3+' is product-focused but generic and doesn't communicate the unique value proposition of being 'the world's smartest dog wearable' from the ad.
- Message match: Ad emphasizes 'location, activity, behavior tracking' and 'smartest dog wearable' but the landing page leads with product name and membership options rather than these key differentiators.
Full breakdown
Primary CTA is 'Start free trial' which doesn't match the ad's 'Shop now' call-to-action, creating confusion about the intended user action.
PageSpeed score of 39 is critically poor and will cause significant bounce rates, especially on mobile devices with slower connections.
Strong trust signals include 1-year warranty, 24/7 phone/chat support, PC Editors' Choice award, and detailed product specifications with international coverage.
Layout appears responsive with stacked elements suitable for mobile, though the slow page speed will severely impact mobile user experience.
The headline 'Series 3+' is product-focused but generic and doesn't communicate the unique value proposition of being 'the world's smartest dog wearable' from the ad.
Page includes PC Editors' Choice award, 5-star rating, warranty guarantee, and support options, though customer testimonials or user reviews are absent.
Ad emphasizes 'location, activity, behavior tracking' and 'smartest dog wearable' but the landing page leads with product name and membership options rather than these key differentiators.
Multiple membership tiers are clearly presented with transparent pricing, weekly cost breakdowns, and a free trial option prominently featured.
Keep exploring
Captured from the public page at shop.fitracking.com; ad data from the public Meta Ad Library. Funnelens is not affiliated with Fi or Meta. See data sources.