Maxine Laceby landing page teardown
The page at absolutecollagen.com has been the destination of a Maxine Laceby Facebook ad for 64 days. We captured it and scored it 70/100 on the 8-point CRO checklist below.
Offer on the page: Learn about Absolute Collagen—the UK's #1 expert-backed collagen supplement built on science, integrity and real women. Discover the founder's journey.
?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 strong brand-building/storytelling page that effectively communicates Absolute Collagen's credibility through founder narrative and clinical evidence. The page excels in trust-building with extensive social proof, clinical data, and expert endorsements. However, it underperforms on conversion optimization: the primary CTA is weak and generic, the page speed is critically poor (47/100), and the offer is educational rather than transactional. The page works well for awareness and consideration but may struggle with direct conversion. The mobile experience is acceptable but hampered by slow loading. Best suited for users already interested in the brand story; less effective for cold traffic seeking immediate product purchase.
What this page does right. Steal these.
- Trust signals: Exceptional trust signals: B-Corp certification, clinical trial data (30,000+ data points), peer-reviewed research, specific founder story with personal motivation, expert scientist quotes, transparent sourcing information, and measurable clinical results. Very trustworthy positioning.
- Headline: Main headline 'ABSOLUTE COLLAGEN WAS BUILT ON SCIENCE, INTEGRITY AND REAL WOMEN' is compelling and aligns well with the ad's 'Age Powerfully' theme. It establishes credibility and emotional resonance. Strong positioning.
- Social proof: Excellent social proof elements: UK's largest collagen clinical trial with 30,000+ data points, specific measurable results (100% wrinkle reduction, 60% elasticity increase, 27% hair count increase), expert endorsements (Dr Dave Riley), B-Corp certification, and community testimonials. Very strong.
- Message match: Strong alignment between ad and landing page. Ad promises 'learn more about us' and 'founder's journey'—page delivers exactly this with detailed founder story (Darcy & Maxine Laceby). The 'Age Powerfully' theme matches the page's positioning around aging with confidence and science-backed results.
- Mobile experience: Page appears mobile-responsive with readable text, proper spacing, and accessible navigation. However, some sections show video embeds that may not load optimally on mobile. Overall layout is clean but could benefit from more prominent mobile CTAs.
- Offer clarity: The page clearly communicates that Absolute Collagen is a clinically-proven collagen supplement with specific benefits (wrinkle reduction, skin elasticity, hair growth). However, the primary offer isn't a discount or specific product promotion—it's the founder story, which may not convert as effectively as a direct product offer.
Where it leaks conversions
- Page speed: PageSpeed score of 47 is poor. This significantly impacts user experience, especially on mobile. Slow load times will increase bounce rates and reduce conversions. This is a critical issue that needs immediate attention.
Full breakdown
Primary CTA is 'Learn more' which is generic and soft. The page has multiple CTAs but they're not prominently featured in the hero section. For a product page, more direct CTAs like 'Shop Now' or 'Discover Our Collagen' would be stronger. The 'READ NEXT ARTICLE' button is present but doesn't drive product conversion.
PageSpeed score of 47 is poor. This significantly impacts user experience, especially on mobile. Slow load times will increase bounce rates and reduce conversions. This is a critical issue that needs immediate attention.
Exceptional trust signals: B-Corp certification, clinical trial data (30,000+ data points), peer-reviewed research, specific founder story with personal motivation, expert scientist quotes, transparent sourcing information, and measurable clinical results. Very trustworthy positioning.
Page appears mobile-responsive with readable text, proper spacing, and accessible navigation. However, some sections show video embeds that may not load optimally on mobile. Overall layout is clean but could benefit from more prominent mobile CTAs.
Main headline 'ABSOLUTE COLLAGEN WAS BUILT ON SCIENCE, INTEGRITY AND REAL WOMEN' is compelling and aligns well with the ad's 'Age Powerfully' theme. It establishes credibility and emotional resonance. Strong positioning.
Excellent social proof elements: UK's largest collagen clinical trial with 30,000+ data points, specific measurable results (100% wrinkle reduction, 60% elasticity increase, 27% hair count increase), expert endorsements (Dr Dave Riley), B-Corp certification, and community testimonials. Very strong.
Strong alignment between ad and landing page. Ad promises 'learn more about us' and 'founder's journey'—page delivers exactly this with detailed founder story (Darcy & Maxine Laceby). The 'Age Powerfully' theme matches the page's positioning around aging with confidence and science-backed results.
The page clearly communicates that Absolute Collagen is a clinically-proven collagen supplement with specific benefits (wrinkle reduction, skin elasticity, hair growth). However, the primary offer isn't a discount or specific product promotion—it's the founder story, which may not convert as effectively as a direct product offer.
Keep exploring
Captured from the public page at absolutecollagen.com; ad data from the public Meta Ad Library. Funnelens is not affiliated with Maxine Laceby or Meta. See data sources.