Smalls landing page teardown
The page at smalls.com has been the destination of a Smalls Facebook ad for 38 days. We captured it and scored it 59/100 on the 8-point CRO checklist below.
Offer on the page: 60% Off Your Order + Free Shipping & Free Treats for Life! when you sign up for email and texts.
?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 landing page does well with a compelling visual (cute cat), clear offer structure (60% off + free shipping + free treats), and mobile-optimized layout. However, it suffers from poor message match with the ad (ad emphasizes "human-grade fresh food" but page leads with discount), weak trust signals (no social proof, testimonials, or brand credibility markers), and critically slow page speed (43/100) which will hurt conversions. The email capture gate is appropriate for the offer, but the page lacks reassurance about product quality that the ad promises.
What this page does right. Steal these.
- Offer clarity: The offer is explicit and multi-layered: 60% off, free shipping, and free treats for life with clear conditions (email and text signup).
- Call to action: The 'CONTINUE' button is clear and action-oriented, though it could be more specific (e.g., 'Get 60% Off').
- Mobile experience: The page is well-optimized for mobile with a centered layout, large input field, and appropriately sized button for touch interaction.
- Headline: The headline is attention-grabbing with a strong discount, but doesn't reinforce the product quality or brand positioning from the ad.
Where it leaks conversions
- Social proof: No customer testimonials, reviews, ratings, or trust badges visible on this email capture page.
- Page speed: PageSpeed score of 43 indicates poor performance; slow load times will negatively impact conversion rates and user experience.
- Trust signals: Minimal trust signals present; lacks company credentials, certifications, money-back guarantees, or social proof to reassure first-time buyers.
- Message match: Ad emphasizes 'human-grade fresh cat food' and health benefits, but landing page leads with a discount offer rather than product quality messaging.
Full breakdown
The 'CONTINUE' button is clear and action-oriented, though it could be more specific (e.g., 'Get 60% Off').
PageSpeed score of 43 indicates poor performance; slow load times will negatively impact conversion rates and user experience.
Minimal trust signals present; lacks company credentials, certifications, money-back guarantees, or social proof to reassure first-time buyers.
The page is well-optimized for mobile with a centered layout, large input field, and appropriately sized button for touch interaction.
The headline is attention-grabbing with a strong discount, but doesn't reinforce the product quality or brand positioning from the ad.
No customer testimonials, reviews, ratings, or trust badges visible on this email capture page.
Ad emphasizes 'human-grade fresh cat food' and health benefits, but landing page leads with a discount offer rather than product quality messaging.
The offer is explicit and multi-layered: 60% off, free shipping, and free treats for life with clear conditions (email and text signup).
Keep exploring
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.