Funnelens
Free audit

Smalls landing page teardown

The page at smalls.com has been the destination of a Smalls Facebook ad for 3 days. We captured it and scored it 46/100 on the 8-point CRO checklist below.

See the ad driving this page →Visit live page

Offer on the page: Help us get to know your cat and we'll create a personalized plan just for them!

smalls.com landing page
?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 →

46/ 100

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 does well on mobile responsiveness with a clean, centered layout and large touch-friendly button. The headline is clear and benefit-focused, and the offer (personalized plan) is straightforward. However, the page suffers from severe performance issues (32 PageSpeed score), lacks any social proof or trust signals, and the CTA text "CONTINUE" doesn't match the ad's "Shop now" messaging. The page also provides no visible product information, pricing, or details about the fresh cat food mentioned in the ad, creating a disconnect between ad promise and landing experience.

What this page does right. Steal these.

  • Mobile experience9/10
  • Headline8/10

Where it leaks conversions

  • Social proof1/10
  • Trust signals2/10
  • Page speed3/10
  • Message match3/10
  • Call to action5/10

Full breakdown

Call to action

5/10

Button is visually prominent and mobile-friendly, but the text 'CONTINUE' is generic and doesn't match the ad's 'Shop now' call-to-action.

What works
  • High contrast black button with white text
  • Large, full-width button optimized for mobile tapping
  • Centered placement draws attention
What hurts
  • Generic 'CONTINUE' text doesn't match ad's 'Shop now' messaging
  • No sense of urgency or action clarity in button text
  • Doesn't reinforce the shopping/purchase intent from the ad

Page speed

3/10

PageSpeed score of 32 converts to approximately 3/10—severe performance issues that will hurt user experience and conversions.

What hurts
  • PageSpeed score of 32 indicates critical performance problems
  • Slow load times will increase bounce rate and reduce conversions
  • Mobile users especially impacted by poor speed performance

Trust signals

2/10

Minimal trust signals; only basic footer links and a company copyright visible, with no credentials, guarantees, or brand authority markers.

What works
  • Footer includes Privacy Policy and Terms of Use links
What hurts
  • No customer testimonials or reviews
  • No money-back guarantee or risk reversal
  • No brand credentials, certifications, or third-party validation

Mobile experience

9/10

Excellent mobile optimization with centered layout, large touch targets, and responsive design throughout.

What works
  • Full-width button with ample padding for easy tapping
  • Centered, single-column layout optimized for small screens
  • Adequate whitespace and readable font sizes

Headline

8/10

Strong, benefit-driven headline that clearly communicates the value proposition and creates urgency.

What works
  • Benefit-focused ('Better health')
  • Clear and concise messaging
  • Creates sense of immediacy with 'starts now'

Social proof

1/10

No customer reviews, testimonials, ratings, trust badges, or any form of social proof visible on the page.

What hurts
  • No customer reviews or ratings displayed
  • No testimonials or success stories
  • No trust badges, certifications, or brand credibility markers

Message match

3/10

Significant disconnect: ad promises 'fresh food' and 'shop now,' but page asks to 'get to know your cat' with no product, pricing, or shopping visible.

What works
  • Both ad and page focus on cats and personalization
What hurts
  • Ad says 'Shop now' but page says 'CONTINUE' to a quiz/questionnaire
  • Ad emphasizes 'fresh food' but page shows no product details or pricing
  • Ad positions as direct purchase; page positions as discovery/onboarding flow

Offer clarity

6/10

The offer is stated but vague—'personalized plan' is mentioned without explaining what that entails, pricing, or product details.

What works
  • Clear statement that a personalized plan will be created
  • Benefit-oriented language ('for your cat')
What hurts
  • No mention of fresh food, pricing, or what the plan includes
  • No product details visible despite ad promising 'fresh food'
  • Vague 'personalized plan' without specifics on value or timeline

Your own page

That is one page's teardown. Now get your own.

Same 8-factor rubric, same evidence-backed notes, on your landing page instead of theirs. Free, no signup, about 30 seconds.

Free, no signup, no card. The same 8 factor score every page here was graded on.

Keep exploring

The ad
Smalls ad, 3 days running
Advertiser
Smalls Facebook ads
Niche hub
Best pet Facebook ads
pet
pet landing page examples

Captured from the public page at smalls.com; ad data from the public Meta Ad Library. Funnelens is not affiliated with Smalls or Meta. See data sources.