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 117 days. We captured it and scored it 73/100 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 its value proposition with strong social proof and clear offer messaging. The page successfully addresses the ad promise of fresh food benefits and the 50% discount incentive. Trust is well-established through scientific validation, veterinary credentials, and transparent ingredient sourcing. However, the page suffers from a critical performance issue with a PageSpeed score of 31, which will severely hamper conversion rates and user experience. The mobile experience is solid, but slow load times will frustrate mobile users especially. CTAs are present but could be more unified and prominent. The personalization angle ("Build your plan") is a strong differentiator but requires users to engage further before seeing pricing.
What this page does right. Steal these.
- Offer clarity: 50% off first box is prominently displayed and repeated throughout. Clear value proposition with specific discount amount.
- Trust signals: Strong trust signals: Cornell University research, board-certified nutritionists, on-staff veterinarians, AAFCO certification, human-grade safety standards, vet testimonials. Transparent about ingredients and process.
- Mobile experience: Page appears well-optimized for mobile with stacked layout, readable text, and accessible buttons. Images scale appropriately. Navigation is clean.
- Headline: "More good years start here" is compelling and benefit-focused. Aligns well with aging/health positioning. Could be more direct about the discount.
- Social proof: Strong social proof: Cornell University study cited, veterinarian testimonial (Madison Phillips, DVM), mention of thousands of vets recommending, clinical validation. Missing specific review counts or customer testimonials.
- Message match: Strong alignment: ad emphasizes fresh food benefits and 50% discount; page delivers on both with detailed product benefits, personalization, and discount offer. Messaging is consistent.
- Call to action: Multiple CTAs present ("See plans & pricing", "Build my plan", "Build personalized plan"). Primary CTA is clear but could be more prominent. "Shop now" from ad doesn't appear to be the main CTA on page.
Where it leaks conversions
- Page speed: PageSpeed score of 31 is critically poor. This will significantly impact conversion rates, user experience, and bounce rates. Major performance issue.
Full breakdown
Multiple CTAs present ("See plans & pricing", "Build my plan", "Build personalized plan"). Primary CTA is clear but could be more prominent. "Shop now" from ad doesn't appear to be the main CTA on page.
PageSpeed score of 31 is critically poor. This will significantly impact conversion rates, user experience, and bounce rates. Major performance issue.
Strong trust signals: Cornell University research, board-certified nutritionists, on-staff veterinarians, AAFCO certification, human-grade safety standards, vet testimonials. Transparent about ingredients and process.
Page appears well-optimized for mobile with stacked layout, readable text, and accessible buttons. Images scale appropriately. Navigation is clean.
"More good years start here" is compelling and benefit-focused. Aligns well with aging/health positioning. Could be more direct about the discount.
Strong social proof: Cornell University study cited, veterinarian testimonial (Madison Phillips, DVM), mention of thousands of vets recommending, clinical validation. Missing specific review counts or customer testimonials.
Strong alignment: ad emphasizes fresh food benefits and 50% discount; page delivers on both with detailed product benefits, personalization, and discount offer. Messaging is consistent.
50% off first box is prominently displayed and repeated throughout. Clear value proposition with specific discount amount.
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.