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 41 days. We captured it and scored it 67/100 on the 8-point CRO checklist below.
Offer on the page: Get 50% off your first box for a limited time only
?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 trust-building with extensive social proof (vet endorsements, clinical studies, board-certified nutritionists), clear product differentiation (real food vs. processed alternatives), and strong visual storytelling with dogs and fresh food. However, it suffers from poor mobile optimization with cramped text and layout issues, extremely slow load times (PageSpeed 26), and a somewhat buried primary CTA that competes with secondary actions. The offer clarity is moderate—the 50% discount is mentioned in the banner but not prominently featured in the main hero section, and the connection between the ad promise and page content could be stronger.
What this page does right. Steal these.
- Trust signals9/10
- Social proof9/10
- Call to action7/10
- Headline7/10
Where it leaks conversions
- Page speed3/10
- Mobile experience4/10
Full breakdown
Call to action
7/10Multiple CTAs present ('See plans & pricing', 'Build personalized plan', 'Shop now', 'Build your plan') with primary action clearly visible but competing with secondary options.
- Primary CTA 'See plans & pricing' is prominent in hero section with contrasting red button
- Secondary CTAs ('Build personalized plan', 'Build your plan') reinforce the action throughout page
- Clear progression from learning about product to taking action
- Multiple competing CTAs may dilute focus and create decision paralysis
- CTA text doesn't directly reference the 50% offer
- Secondary CTAs in different colors/styles create visual inconsistency
Page speed
3/10PageSpeed score of 26 converts to approximately 2.6 on 0-10 scale, indicating severe performance issues that will significantly impact user experience and conversions.
- PageSpeed score of 26 is critically low
- Likely causing slow image loading and interaction delays
- Poor performance will increase bounce rate and reduce conversions
Trust signals
9/10Extensive trust-building elements throughout: veterinary endorsements, clinical research, professional credentials, product quality standards, and detailed customer testimonials.
- Detailed section on 'Driven by science' with Board-Certified Nutritionists, On-Staff Veterinarians, and AAFCO certification
- Customer testimonial from veterinary professional with specific health improvements observed
- Clear explanation of what makes product different from alternatives (real food vs. meals/pellets/label tricks)
Mobile experience
4/10Mobile experience shows significant layout and readability issues with cramped text, poor spacing, and difficult-to-read overlays on images.
- Navigation menu is accessible via hamburger icon
- CTAs are present and tappable on mobile
- Images scale to mobile viewport
- Hero section text overlay is difficult to read with poor contrast and cramped spacing
- Plan selection buttons appear cramped with small touch targets
- Multiple sections have text that's hard to parse on small screens
Headline
7/10Main headline 'More good years start here' is emotionally resonant and benefit-focused, though somewhat generic for the category.
- Emotionally compelling and benefit-driven ('good years')
- Clear connection to dog health and longevity
- Supported by subheading about fresh food and healthy aging
- Doesn't directly mention the 50% offer from the ad
- Could be more specific about what makes this different
- Generic enough that it could apply to many pet products
Social proof
9/10Extensive social proof throughout: vet endorsements, clinical studies, board-certified nutritionists, AAFCO certification, and detailed customer testimonial praising health improvements.
- Detailed testimonial from vet customer describing visible health improvements in dogs' poops and excitement
- 'Trusted by vets' section with thousands of veterinary professionals recommending the food
- Multiple trust signals: Board-Certified Nutritionists, On-Staff Veterinarians, AAFCO Complete & Balanced, Clinically Proven Nutrition
Message match
6/10Ad emphasizes the special human-dog bond and 50% discount, but page focuses more on product benefits and health outcomes rather than celebrating the bond aspect.
- Page delivers on the fresh food product promise from ad
- 50% discount is honored in the banner
- Emotional tone about caring for dogs aligns with ad sentiment
- Ad's focus on 'celebrating the human-dog bond' is not reflected in page messaging
- Page emphasizes health/aging benefits rather than the emotional bond angle
- Discount not prominently featured in hero section where ad message lands
Offer clarity
6/10The 50% discount is mentioned in the top banner but not prominently featured in the main hero section; the offer becomes clearer only after scrolling.
- Top banner explicitly states '50% off your first box for a limited time only'
- Multiple CTAs throughout page direct to plan building
- Free treats offer mentioned as incentive
- Hero section focuses on 'More good years' without emphasizing the discount
- Offer not visible in primary hero image area
- Limited-time urgency could be more prominent
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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.