Ollie landing page teardown
The page at ollie.com has been the destination of a Ollie Facebook ad for 42 days. We captured it and scored it 71/100 on the 8-point CRO checklist below.
Offer on the page: Get 70% Off
?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.
Ollie's landing page excels at emotional connection and trust-building through authentic dog imagery, extensive social proof (20,000+ 5-star reviews), and a clear value proposition. The page effectively showcases the product offering with detailed "how it works" steps, ingredient transparency, and a comprehensive comparison table. However, the page suffers from significant speed issues (PageSpeed 48/100), inconsistent discount messaging (advertised 50% off vs. page's 70% off), and a somewhat buried primary CTA that requires scrolling. The mobile experience appears functional but could be optimized further. The messaging around fresh, vet-formulated meals aligns well with the ad, but the discount discrepancy creates confusion about the actual offer.
What this page does right. Steal these.
- Social proof9/10
- Trust signals8/10
- Offer clarity8/10
- Call to action7/10
- Headline7/10
Where it leaks conversions
- Page speed5/10
- Message match5/10
Full breakdown
Call to action
7/10Multiple CTAs present ('Get 70% Off', 'Get Started With 70% Off', 'Get Ollie Delivered', 'Get Started') with consistent purple branding, but primary CTA requires scrolling and isn't sticky.
- High-contrast purple buttons with clear, action-oriented copy
- Multiple CTA placements throughout page (header, after value prop, after how-it-works, footer)
- Button text is specific and benefit-driven ('Get Started With 70% Off')
- Primary CTA not sticky/fixed to viewport—requires scrolling to find
- Header CTA ('Get 70% Off') is less prominent than it could be
- No clear visual hierarchy between multiple CTAs—could confuse users about which to click
Page speed
5/10PageSpeed score of 48/100 indicates significant performance issues that will hurt conversion rates and user experience.
- Images appear to load and display properly
- Page structure is logical and doesn't require excessive scrolling for key content
- PageSpeed score of 48/100 is well below acceptable threshold (should be 70+)
- Slow load time will increase bounce rate and reduce conversions
- Multiple image-heavy sections likely contributing to performance issues
Trust signals
8/10Strong trust signals throughout: 20,000+ verified reviews, real customer testimonials with photos, detailed ingredient transparency, vet nutritionist formulation, and comprehensive FAQ section.
- 20,000+ 5-star reviews with link to full reviews
- Real customer testimonials with dog photos and specific names
- Detailed 'How it works' section explaining the process transparently
- No visible money-back guarantee or risk-reversal statement in main content
- No trust badges (SSL, BBB, etc.) visible in the screenshots
- No clear company background or 'about us' information visible on page
Mobile experience
6/10Page appears responsive with stacked layouts and touch-friendly buttons, but some elements may be cramped on small screens.
- Buttons are large and easily tappable
- Content stacks vertically for mobile viewing
- Images scale responsively
- Comparison table may be difficult to read on mobile due to small text
- FAQ section with expandable items could be optimized for mobile interaction
- Hero image takes significant vertical space on mobile, pushing content below fold
Headline
7/10The headline 'Only the best for your #1' is emotionally resonant and benefit-focused, though somewhat generic.
- Emotionally compelling language that speaks to pet owner psychology
- Positioned prominently after hero image with strong visual hierarchy
- Reinforces brand positioning around premium, quality-focused offering
- Doesn't mention the core benefit (fresh food, health, nutrition) explicitly
- Generic enough that it could apply to many pet brands
- Doesn't reinforce the discount or urgency that drives conversions
Social proof
9/10Extensive social proof throughout: 20,000+ 5-star reviews prominently displayed, customer testimonials with photos and names, and a detailed comparison table showing product advantages.
- 20,000+ 5-Star Reviews badge with clickable link positioned directly under headline
- Real customer testimonials with dog photos, names, and specific results (e.g., 'Never Misses a Meal')
- Comprehensive feature comparison table showing Ollie's advantages over competitors
- Testimonials carousel only shows one at a time—could display multiple simultaneously
- No visible trust badges (SSL, money-back guarantee, etc.) in the visible sections
- Customer reviews section doesn't show individual star ratings or review text
Message match
5/10Significant mismatch: ad promises 50% off + free welcome kit, but page advertises 70% off; ad emphasizes quiz and custom meal plans, page emphasizes product features and social proof.
- Both ad and page focus on fresh, human-grade ingredients
- Both mention vet nutritionist formulation
- Both reference health benefits and customer satisfaction
- Ad says '50% OFF' but page says '70% OFF'—major discount discrepancy
- Ad emphasizes 'quick quiz' as entry point, but page buries quiz in 'How it works' section
- Ad highlights 'unlimited routine health screenings' prominently, but page mentions this only in comparison table
Offer clarity
8/10The offer is clearly stated as 70% off with a free welcome kit, though it conflicts with the ad's 50% off claim.
- Prominent 'Get 70% Off' button in header
- Clear breakdown of what's included in the starter box (meals, tools, feeding guide)
- Visual product showcase with labeled components (scoop, puptainer)
- Discount mismatch between ad (50% off) and landing page (70% off) creates confusion
- No clear expiration date or urgency deadline visible for the offer
- Pricing details not shown on page—users must complete quiz to see actual cost
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Captured from the public page at ollie.com; ad data from the public Meta Ad Library. Funnelens is not affiliated with Ollie or Meta. See data sources.