Made In Cookware landing page teardown
The page at madeincookware.com has been the destination of a Made In Cookware Facebook ad for 9 days. We captured it and scored it 74/100 on the 8-point CRO checklist below.
Offer on the page: $199 (was $258) - Save $59 (23% off) | 4 payments of $49.75 with Afterpay | 60-day risk-free trial | Lifetime warranty | Free shipping over $99
?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 is a well-optimized product page with strong message-to-ad alignment and excellent trust-building elements. The page effectively communicates product quality, durability, and craftsmanship through multiple channels: customer reviews, media mentions, detailed specifications, and risk-reduction offers (60-day trial, lifetime warranty). Social proof is particularly strong with 3,006 reviews and visible testimonials. The CTA is clear and prominent. However, the critical weakness is the PageSpeed score of 38, which is severely impacting performance. This slow load time likely causes significant abandonment, especially on mobile devices, directly undermining the otherwise strong conversion fundamentals. The page would benefit from immediate performance optimization (image compression, lazy loading, code minification, CDN implementation). Secondary improvements could include more prominent benefit-driven headlines and slightly better mobile spacing.
What this page does right. Steal these.
- Trust signals: Excellent trust signals: Made in Sweden (origin transparency), lifetime warranty badge, 60-day risk-free trial, free shipping over $99, professional certifications implied, extensive product details, real customer reviews with photos, media mentions (USA Today, Vice), 'BEST SELLER' badge, detailed 'Behind the Design' video, FAQ section, and transparent pricing.
- Call to action: Prominent red 'Add to Cart' button is highly visible and contrasts well. Clear secondary CTAs (Shop All, American-Made, Best Sellers). 60-day risk-free trial messaging reinforces low-friction purchase intent.
- Mobile experience: Mobile layout is clean and responsive. Product image carousel works well, text is readable, buttons are appropriately sized for touch. Navigation is accessible. Minor: some sections could use better spacing on smaller screens.
- Social proof: Strong social proof: 4.5-star rating with 3,006 reviews (2,433 five-star reviews), multiple positive customer testimonials visible, USA Today and Vice mentions, video testimonials showing real usage. One negative review visible but overall very positive sentiment.
- Message match: Strong alignment: Ad emphasizes 'original,' 'quality,' 'lifetime,' 'restaurant-quality,' 'Swedish craftsmanship.' Page delivers on all these: Made in Sweden callout, lifetime warranty, professional-grade 4mm carbon steel, pre-seasoned, extensive feature details, and chef endorsements.
- Offer clarity: Clear pricing ($199 vs $258), discount percentage (23% off), payment plan option (Afterpay), and multiple bundle options (Griddle Only, Griddle + Press, Griddle + Press + Lid). 'Best Value' label on top bundle helps guide selection.
- Headline: Product name 'Carbon Steel Griddle Set' is clear and descriptive. Page headline matches ad claim about durability/versatility. However, main product title could be more benefit-driven or compelling.
Where it leaks conversions
- Page speed: PageSpeed score of 38 is poor. This significantly impacts user experience, especially on mobile. Slow load times increase bounce rate and reduce conversion likelihood. Major CRO concern.
Full breakdown
Prominent red 'Add to Cart' button is highly visible and contrasts well. Clear secondary CTAs (Shop All, American-Made, Best Sellers). 60-day risk-free trial messaging reinforces low-friction purchase intent.
PageSpeed score of 38 is poor. This significantly impacts user experience, especially on mobile. Slow load times increase bounce rate and reduce conversion likelihood. Major CRO concern.
Excellent trust signals: Made in Sweden (origin transparency), lifetime warranty badge, 60-day risk-free trial, free shipping over $99, professional certifications implied, extensive product details, real customer reviews with photos, media mentions (USA Today, Vice), 'BEST SELLER' badge, detailed 'Behind the Design' video, FAQ section, and transparent pricing.
Mobile layout is clean and responsive. Product image carousel works well, text is readable, buttons are appropriately sized for touch. Navigation is accessible. Minor: some sections could use better spacing on smaller screens.
Product name 'Carbon Steel Griddle Set' is clear and descriptive. Page headline matches ad claim about durability/versatility. However, main product title could be more benefit-driven or compelling.
Strong social proof: 4.5-star rating with 3,006 reviews (2,433 five-star reviews), multiple positive customer testimonials visible, USA Today and Vice mentions, video testimonials showing real usage. One negative review visible but overall very positive sentiment.
Strong alignment: Ad emphasizes 'original,' 'quality,' 'lifetime,' 'restaurant-quality,' 'Swedish craftsmanship.' Page delivers on all these: Made in Sweden callout, lifetime warranty, professional-grade 4mm carbon steel, pre-seasoned, extensive feature details, and chef endorsements.
Clear pricing ($199 vs $258), discount percentage (23% off), payment plan option (Afterpay), and multiple bundle options (Griddle Only, Griddle + Press, Griddle + Press + Lid). 'Best Value' label on top bundle helps guide selection.
Keep exploring
Captured from the public page at madeincookware.com; ad data from the public Meta Ad Library. Funnelens is not affiliated with Made In Cookware or Meta. See data sources.