The Farmer's Dog landing page teardown
The page at thefarmersdog.com has been the destination of a The Farmer's Dog Facebook ad for 109 days. We captured it and scored it 74/100 on the 8-point CRO checklist below.
Offer on the page: Get 50% off your first box
?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.
The Farmer's Dog landing page effectively communicates a premium fresh pet food offering with strong scientific backing and veterinary endorsement. The 50% discount offer is clear and prominent, with multiple conversion paths. Social proof is solid with university research and professional credentials. However, the page is significantly hampered by poor page speed (39/100), which will negatively impact conversion rates and user experience. The mobile experience appears functional but the slow load time affects all devices. Message-to-ad alignment is excellent, with the landing page reinforcing the 'healthy, real food' positioning from the ad. The main weakness is technical performance rather than messaging or design.
What this page does right. Steal these.
- Offer clarity: 50% off first box is prominently featured and clearly communicated throughout the page. Offer is specific and easy to understand.
- Call to action: Multiple CTAs present ('See plans & pricing', 'Build my plan', 'Build personalized plan', 'Shop now'). Primary CTAs are prominent and action-oriented. Good button visibility and placement.
- Trust signals: Strong trust signals: Cornell University research, on-staff veterinarians, AAFCO certification, board-certified nutritionists, vet testimonials, human-grade safety standards, and clinical proof of nutrition. Credibility is well-established.
- Mobile experience: Mobile layout appears responsive and well-structured. Text is readable, CTAs are appropriately sized, and content flows logically on mobile viewport. No obvious mobile usability issues detected.
- Headline: Primary headline 'More good years start here' is compelling and benefit-focused. Supports the aging/longevity angle well. Secondary messaging about fresh food approach is clear.
- Message match: Strong alignment between ad promise ('smarter, healthy pet food' with '50% off') and landing page content. Page emphasizes fresh food, vet-developed nutrition, and healthy aging—matching ad messaging well.
- Social proof: Includes Cornell University study on aging, vet testimonial from Madison Phillips DVM, and mention of 'thousands of veterinary professionals recommend.' Good credibility signals but limited customer testimonials visible in captured sections.
Where it leaks conversions
- Page speed: PageSpeed score of 39 is poor. Significantly impacts user experience and conversion likelihood. Major performance optimization needed.
Full breakdown
Multiple CTAs present ('See plans & pricing', 'Build my plan', 'Build personalized plan', 'Shop now'). Primary CTAs are prominent and action-oriented. Good button visibility and placement.
PageSpeed score of 39 is poor. Significantly impacts user experience and conversion likelihood. Major performance optimization needed.
Strong trust signals: Cornell University research, on-staff veterinarians, AAFCO certification, board-certified nutritionists, vet testimonials, human-grade safety standards, and clinical proof of nutrition. Credibility is well-established.
Mobile layout appears responsive and well-structured. Text is readable, CTAs are appropriately sized, and content flows logically on mobile viewport. No obvious mobile usability issues detected.
Primary headline 'More good years start here' is compelling and benefit-focused. Supports the aging/longevity angle well. Secondary messaging about fresh food approach is clear.
Includes Cornell University study on aging, vet testimonial from Madison Phillips DVM, and mention of 'thousands of veterinary professionals recommend.' Good credibility signals but limited customer testimonials visible in captured sections.
Strong alignment between ad promise ('smarter, healthy pet food' with '50% off') and landing page content. Page emphasizes fresh food, vet-developed nutrition, and healthy aging—matching ad messaging well.
50% off first box is prominently featured and clearly communicated throughout the page. Offer is specific and easy to understand.
Keep exploring
Captured from the public page at thefarmersdog.com; ad data from the public Meta Ad Library. Funnelens is not affiliated with The Farmer's Dog or Meta. See data sources.