Made In Cookware landing page teardown
The page at madeincookware.com has been the destination of a Made In Cookware Facebook ad for 40 days. We captured it and scored it 71/100 on the 8-point CRO checklist below.
Offer on the page: Restaurant-style tableware crafted in England. Born from a 400-year English porcelain tradition, the Entrée Bowl gives you the wide base of a plate and the walls of a bowl — so every meal looks like it was plated with intention.
?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 excels at building trust and credibility through extensive social proof (110,000+ five-star reviews, 3,000+ restaurants, Michelin-starred chef endorsements with photos), detailed product education (vitrification science, glaze benefits, dimensions), and premium visual presentation. The offer is crystal clear with specific product benefits (10" wide base, shallow walls, fully glazed, indestructible). However, the page suffers from poor mobile responsiveness (text and layout appear cramped), slow page speed (50/100), and a somewhat buried primary CTA that doesn't match the ad's urgency ("before they're gone"). The headline is poetic but indirect compared to the ad's promise of "exclusive access to fine dining plateware."
What this page does right. Steal these.
- Trust signals9/10
- Social proof9/10
- Offer clarity9/10
- Call to action7/10
Where it leaks conversions
- Mobile experience4/10
- Page speed5/10
- Message match5/10
Full breakdown
Call to action
7/10Multiple CTAs present ('SHOP NOW', 'SHOP ENTRÉE BOWLS', 'SHOP THE SET') with clear button styling, but the primary CTA lacks urgency and doesn't match the ad's 'before they're gone' messaging.
- Clear button styling with dark background and white text for visibility
- Multiple CTAs positioned throughout the page at logical conversion points
- Specific product-focused CTA text ('SHOP ENTRÉE BOWLS', 'SHOP THE SET')
- No urgency messaging in CTAs despite ad claiming 'before they're gone'
- Primary 'SHOP NOW' button appears relatively small and not prominently positioned above the fold
- Missing scarcity or time-limited language that the ad promises
Page speed
5/10PageSpeed score of 50/100 converts to approximately 5/10, indicating slow load times that will negatively impact user experience and conversion rates.
- PageSpeed score of 50/100 indicates significant performance issues
- Slow speed will increase bounce rate and reduce conversions
- Multiple high-resolution images throughout page likely contribute to slow loading
Trust signals
9/10Exceptional trust-building through multiple credibility signals: 110,000+ reviews, 4.8 stars, 3,000+ restaurant usage, Michelin-starred chef endorsements with photos and credentials, detailed product science (vitrification explanation), 400-year heritage story, and risk-free guarantees.
- 110,000+ five-star reviews with 4.8 rating displayed prominently
- Four named Michelin-starred chefs with photos, credentials, and authentic quotes
- Detailed product science section explaining vitrification and why it matters
Mobile experience
4/10Mobile experience appears cramped and poorly optimized; text is small, layout doesn't adapt well to narrow screens, and navigation elements are compressed.
- Hamburger menu icon visible for mobile navigation
- Search and cart icons accessible in header
- Text appears cramped and difficult to read on mobile viewport
- Layout doesn't appear to reflow properly for mobile—content seems squeezed horizontally
- Images and text spacing suggest poor responsive design implementation
Headline
6/10The headline 'The bowl that changes how you plate' is poetic and benefit-focused but indirect; it doesn't match the ad's promise of 'exclusive access to fine dining plateware' or emphasize the Michelin-star restaurant connection upfront.
- Benefit-driven language ('changes how you plate')
- Followed by supporting subheading 'Plate meets bowl. Finally.' that reinforces the unique positioning
- Doesn't mention Michelin-star restaurants or fine dining, which is the ad's primary hook
- Poetic but vague—doesn't immediately communicate what makes this special
- Misses the 'exclusive access' angle from the ad
Social proof
9/10Extensive social proof throughout: 110,000+ five-star reviews with 4.8 star rating, used in 3,000+ restaurants, featured in Michelin-starred kitchens, and four named chef endorsements (Grant Achatz, Brooke Williamson, Mashma Bailey, Tracey Malecheck-Bezkiel) with credentials and photos.
- 110,000+ five-star reviews with 4.8 star rating prominently displayed
- 3,000+ restaurants using the product with 'Trust Made In daily' tagline
- Four named Michelin-starred chefs with photos, credentials (3 Michelin stars, Top Chef Season 14, etc.), and quotes about the product
Message match
5/10Significant disconnect between ad and page: ad emphasizes 'exclusive access to fine dining plateware' and Michelin-star trust, but page headline leads with 'changes how you plate' and buries the restaurant/chef angle until much further down.
- Page does feature Michelin-starred chef endorsements and 3,000+ restaurant usage, matching ad's fine dining angle
- 10-year no-chip guarantee mentioned on page matches ad's guarantee claim
- Product positioning as premium/restaurant-grade aligns with ad's tone
- Ad's 'exclusive access' framing is not reflected in page headline or above-fold messaging
- Ad's urgency ('before they're gone') has no corresponding scarcity messaging on page
- Page leads with poetic 'changes how you plate' rather than fine dining/Michelin positioning from ad
Offer clarity
9/10The offer is exceptionally clear with specific dimensions (10" diameter, shallow walls), materials (fully glazed porcelain), durability claims (45-day risk-free trial, 10-year no-chip guarantee), and use cases (pasta, salads, grain bowls, stews, fish, composed plates).
- Specific product dimensions and features listed (10" wide base, shallow walls)
- Clear guarantee messaging: '45-day risk-free' and '10-year no-chip guarantee'
- Multiple CTAs with specific product names ('SHOP NOW', 'SHOP ENTRÉE BOWLS', 'SHOP THE SET')
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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.