Smalls landing page teardown
The page at hello.smalls.com has been the destination of a Smalls Facebook ad for 6 days. We captured it and scored it 77/100 on the 8-point CRO checklist below.
Offer on the page: Limited-Time Offer: +50% Off + Free Treats for Life
?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 through abundant social proof (2000+ verified reviews, 88% health improvement stat, New York magazine endorsement, detailed customer testimonial with 5 stars) and clearly communicates the core offer (50% off + free treats for life). The headline is emotionally resonant and the product benefits are well-articulated through multiple angles (health, digestion, coat quality, hydration). However, the page suffers from poor mobile optimization with cramped layouts and small text in several sections, and the page speed is critically slow (40/100), which will hurt conversion on mobile devices. The CTA buttons are prominent and repeated throughout, but the messaging around "raw without the risks" could be more directly tied to the ad's emphasis on picky cats finishing their plates.
What this page does right. Steal these.
- Call to action9/10
- Trust signals9/10
- Social proof9/10
- Offer clarity9/10
- Headline8/10
Where it leaks conversions
- Page speed4/10
- Mobile experience4/10
Full breakdown
Call to action
9/10Multiple prominent yellow 'START NOW' buttons throughout the page with high contrast and clear visibility; also includes secondary CTA 'TRY OUR SAMPLER' for lower commitment.
- Large, high-contrast yellow buttons with black text (START NOW) repeated 5+ times
- Secondary CTA option 'TRY OUR SAMPLER' provides lower-friction entry point
- CTAs positioned after benefit sections to capture interest at multiple scroll points
Page speed
4/10PageSpeed score of 40/100 is critically slow, indicating significant performance issues that will hurt mobile conversion rates and user experience.
- PageSpeed score of 40/100 indicates poor performance
- Multiple high-resolution images throughout page likely contributing to slow load
- Slow load times will increase bounce rate, especially on mobile
Trust signals
9/10Page builds strong trust through verified reviews, media endorsements, customer testimonials, money-back guarantee, and transparency about sourcing (USDA certified facilities in New Jersey and Ohio).
- 2000+ verified 5-star reviews on Trustpilot with explicit trust signal
- New York magazine endorsement with specific quote and date
- 100% Money-back guarantee mentioned multiple times throughout page
Mobile experience
4/10Mobile optimization is poor with cramped layouts, small text in several sections, and navigation elements that appear difficult to interact with on small screens.
- Yellow CTA buttons are large enough to tap on mobile
- Hero image with cat and food is visually compelling on any screen size
- Text in benefit grid (4 items with icons) appears cramped and small on mobile
- Customer testimonial section has small text that would be hard to read on phone
- Footer navigation with many links appears cluttered for mobile viewing
Headline
8/10The headline 'The benefits of raw without the risks' is compelling and emotionally resonant, though it doesn't directly address the picky-eater angle from the ad.
- Emotionally engaging with emoji (😻 🥩) that appeals to cat lovers
- Positions product as solving a key concern (raw food safety)
- Clear value proposition in simple language
- Doesn't address the 'picky cats' angle that the ad emphasizes
- Could be more specific about the product (fresh cat food) in the headline itself
Social proof
9/10Page features multiple strong social proof elements: 2000+ verified 5-star Trustpilot reviews, 88% health improvement statistic, New York magazine endorsement, detailed customer testimonial with photo and 5-star rating.
- 2000+ verified 5-star reviews on Trustpilot displayed prominently below hero image
- 88% of customers report health improvements stat with visual proof (78% shinier fur example)
- New York magazine quote 'The Best Cat Food, According to Veterinarians' with date (06.20.23)
Message match
6/10The ad emphasizes picky cats finishing their plates, but the page focuses more on health benefits, raw food safety, and general product quality rather than palatability for selective eaters.
- Page does mention 'Perfect for even the pickiest of the litter' in one section
- Customer testimonial mentions cat being 'VERY enthusiastic about Smalls'
- Product quality and freshness messaging aligns with 'human-grade' claim in ad
- Main headline doesn't address picky-eater angle that ad emphasizes
- Primary focus is on health/safety benefits rather than taste/palatability
- Limited emphasis on cats actually finishing their food (the core ad claim)
Offer clarity
9/10The offer is stated clearly at the top (50% Off + Free Treats for Life) and repeated multiple times throughout the page with checkmarks highlighting key benefits.
- Limited-time offer banner at top with specific discount (50% Off + Free Treats for Life)
- Offer repeated with checkmarks: 50% off first order, free shipping, money-back guarantee
- Multiple CTAs reinforce the same offer throughout the page
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Captured from the public page at hello.smalls.com; ad data from the public Meta Ad Library. Funnelens is not affiliated with Smalls or Meta. See data sources.