Licorice.com landing page teardown
The page at licorice.com has been the destination of a Licorice.com Facebook ad for 44 days. We captured it and scored it 56/100 on the 8-point CRO checklist below.
Offer on the page: These sampler packs are the most popular and highest rated combinations of our bestselling half-size tubes of licorice.
?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 page does well on offer clarity—sampler packs are clearly positioned as popular, highly-rated combinations with specific product focus. Social proof is strong throughout with review counts (5,842 reviews, 918 reviews, etc.) and "BEST SELLER" badges visible on multiple products. However, the page suffers significantly on speed (PageSpeed 27/100 = 2.7/10), which is critical for e-commerce. The headline "SAMPLER PACKS" is generic and doesn't match the ad's compelling "Licorice Worth Ordering Online" positioning. Trust elements are present (reviews, ratings) but the page lacks prominent trust signals like guarantees or company credentials. The CTA buttons are small and use generic "ADD" language rather than the ad's "Shop now" promise. Mobile optimization appears adequate but the overall experience is hampered by poor performance.
What this page does right. Steal these.
- Social proof8/10
- Offer clarity8/10
Where it leaks conversions
- Page speed3/10
- Headline3/10
- Message match4/10
- Call to action5/10
Full breakdown
Call to action
5/10Primary CTAs are small 'ADD' buttons in burgundy, with secondary 'VIEW' options, but lack the compelling 'Shop now' language from the ad.
- Clear burgundy 'ADD' buttons are visually distinct and repeated on every product
- Secondary 'VIEW' option provides alternative engagement path
- CTAs are positioned consistently below each product
- Generic 'ADD' language doesn't match ad's 'Shop now' promise
- Buttons appear small relative to product images
- No primary CTA above the fold—first CTA appears mid-page
Page speed
3/10PageSpeed score of 27/100 converts to approximately 2.7/10, indicating severe performance issues that will hurt conversion and user experience.
- PageSpeed score of 27/100 is critically low
- Slow load times will increase bounce rate and reduce conversions
- Poor performance especially damaging for e-commerce where speed directly impacts sales
Trust signals
6/10Review counts and ratings provide trust signals, but page lacks prominent trust badges, guarantees, security seals, or company credentials visible in the screenshots.
- Extensive review counts (5,842, 918, 2,002+ reviews) on multiple products
- Star ratings visible on products
- 'BEST SELLER' badges indicate popularity and social proof
- No visible money-back guarantee or satisfaction guarantee
- No security badges or trust seals visible
- No company credentials, awards, or certifications shown
Mobile experience
6/10Layout appears responsive with products in a grid, but small text, cramped buttons, and the 'SPIN TO WIN' popup overlay suggest mobile experience could be improved.
- Grid layout adapts to show products in columns
- Product images are visible and clear
- Navigation and search accessible at top
- Review counts and star ratings are very small and hard to read on mobile
- 'ADD' and 'VIEW' buttons are cramped and small
- 'SPIN TO WIN' popup overlay takes up significant screen real estate and may frustrate users
Headline
3/10Generic 'SAMPLER PACKS' headline lacks the compelling value proposition from the ad ('Licorice Worth Ordering Online').
- Headline is clear and directly names the product category
- Generic and uninspiring—doesn't communicate why these packs are special
- Doesn't match ad's compelling positioning about quality and flavor
- Misses opportunity to highlight the 'best damn licorice' promise
Social proof
8/10Multiple review counts and star ratings visible on nearly every product (5,842 reviews, 918 reviews, 2,002 reviews, etc.) plus 'BEST SELLER' badges throughout.
- Review counts prominently displayed under each product image (5,842 reviews, 918 reviews, 2,002 reviews visible)
- 'BEST SELLER' and 'NEW' badges on multiple products
- Star ratings visible on products
- No aggregate social proof at top of page (e.g., '1 million customers' mentioned in ad is not visible)
- Individual review counts are small and hard to read at mobile size
Message match
4/10Page focuses on 'sampler packs' and ratings but doesn't emphasize the ad's key messages: 50 flavors, quality obsession, fast shipping, or the 1 million customer milestone.
- Product focus on licorice sampler packs aligns with ad's licorice category
- Quality implied through 'highest rated' language matches ad's quality promise
- No mention of '50 flavors' or flavor variety highlighted in ad
- Fast shipping promise from ad is not visible on page
- '1 million customers' social proof from ad is not mentioned
Offer clarity
8/10Sampler packs are clearly explained as 'most popular and highest rated combinations of bestselling half-size tubes' with specific product focus visible throughout.
- Descriptive subheading explains what sampler packs are and why they're popular
- Multiple product options shown with clear pricing ($53-$99 range)
- Product names clearly indicate contents (Best Sellers, Sour, Red, Around the World, etc.)
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Captured from the public page at licorice.com; ad data from the public Meta Ad Library. Funnelens is not affiliated with Licorice.com or Meta. See data sources.