The short version
We have no conversion data for any funnel, so this ranks by traffic. The top 10 trafficked funnels in the library are brand-first: six of ten start on a brand landing page or product page, six sell a subscription and three pre-select it, and they run short upsell chains (median one post-purchase offer). The bottom 10 are advertorial-first: seven of ten open on an advertorial, none pre-select a subscription, and they lean on longer OTO chains (two to four upsells) and partner-offer pages to make the economics work. The number of steps before checkout is the same in both groups (median two to three pages). Across the 25 highest-trafficked advertorial funnels we found three distinct architectures and 25 recurring section types; the offer block, testimonials, symptom agitation, a mechanism explainer and urgency appear on most, while a publisher masthead, comment threads and video are rare. Offer-led funnels present value with a struck-through anchor price plus a percentage off (8 of 10), free gifts with a stated dollar value (6 of 10), and a “most popular / best value” badge on the subscription or the bigger bundle (7 of 10), with the guarantee placed next to the price rather than at the bottom.
Read this before the numbers. “Top” here means monthly visits to the brand’s main domain, not to the funnel page. That favours brands with organic and direct traffic and penalises pure media-buying funnels that live on a throwaway domain. Twenty-three figures come from the FOTW breakdown at the time it was recorded (2025 to 2026); thirty were pulled fresh from SimilarWeb (via Apify) on 2026-09-22 as a three-month average to August 2026. 53 of the 147 FOTW funnels have a usable traffic figure; the other 94 are unranked. ARMRA (16K on tryarmra.com) was dropped as an implausible domain reading. If Robert wants the same cut on conversion rate, the library cannot do it; the closest proxy we hold is traffic and how long the funnel has been running.
How the ranking was built
| # | Funnel | Monthly visits | Source | Structure as captured |
|---|---|---|---|---|
| Top 10 by traffic | ||||
| 1 | comfrt | 15.4M | FOTW breakdown, figure on file | Brand LP → PDP → cart → checkout → 2 OTOs |
| 2 | mud-wtr | 7.0M | FOTW breakdown, figure on file | LP variants → on-page order (sub pre-selected) → checkout → 1 upsell |
| 3 | spoiledchild | 6.5M | SimilarWeb, Aug 2026 (3-mo avg) | 20-step quiz → product page → 2-step checkout → 3 upsells → save-20% quiz |
| 4 | the-ridge | 4.1M | SimilarWeb, Aug 2026 (3-mo avg) | LP → product page → order bump → cart → checkout |
| 5 | resilia | 4.1M | FOTW breakdown, figure on file | Advertorial → product page → checkout → 3 OTOs → affiliate TY |
| 6 | ryze-superfoods | 3.8M | SimilarWeb, Aug 2026 (3-mo avg) | LP (bundles) → cart → checkout → upsell → post-purchase quiz + FB group |
| 7 | kitsch | 3.5M | SimilarWeb, Aug 2026 (3-mo avg) | LP → product page → on-page cart (sub 20% off) → checkout → 3 upsells |
| 8 | bugmd | 3.0M | SimilarWeb, Aug 2026 (3-mo avg) | Advertorial → LP → 37-step quiz → PDP → results → checkout |
| 9 | clarity-md | 2.8M | FOTW breakdown, figure on file | Persona advertorial LPs → checkout (sub + expedited pre-selected) → OTO |
| 10 | ag1 | 2.3M | SimilarWeb, Aug 2026 (3-mo avg) | LP (free gifts) → offer selection → subscription selection → checkout |
| Bottom 10 by traffic (of the 52 ranked) | ||||
| 43 | obvi | 115K | SimilarWeb, Aug 2026 (3-mo avg) | LP → order form → 2 upsells → 4 partner-offer pop-ups + survey |
| 44 | lulutox | 114K | FOTW breakdown, figure on file | Advertorial (listicle) → sales page → checkout → 4 upsells |
| 45 | mane-strong | 100K | FOTW breakdown, figure on file | LP → on-page cart → pre-checkout upsell → checkout → 2 upsells |
| 46 | cocunat | 91K | SimilarWeb, Aug 2026 (3-mo avg) | Advertorial → PDP (only 2 pages captured; advertorial hidden by cookie banner) |
| 47 | fixd | 89K | SimilarWeb, Aug 2026 (3-mo avg) | Advertorial → PDP (only 2 pages captured) |
| 48 | nooro | 66K | SimilarWeb, Aug 2026 (3-mo avg) | Advertorial → PDP (only 2 pages captured) |
| 49 | activated-you | 56K | SimilarWeb, Aug 2026 (3-mo avg) | 14-step quiz → pre-sell → VSL → post-VSL quiz → LP (order-bump pop-up) → checkout (lucky wheel) → 3 upsells |
| 50 | hugterra | 54K | FOTW breakdown, figure on file | Advertorial → sales page → cart → checkout → 2 OTOs → 4 partner offers |
| 51 | medilisk | 48K | SimilarWeb, Aug 2026 (3-mo avg) | 3× (advertorial → pre-sell → checkout) → 4 upsells |
| 52 | sciatiease | 43K | SimilarWeb, Aug 2026 (3-mo avg) | Advertorial (+ quiz variant) → checkout → 2 OTOs |
Structure comes from the page files captured for each funnel in the library (raw page analyses and screenshots), verified by hand. Three bottom-10 funnels (Cocunat, FIXD, Nooro) were only captured to the product page, so their checkout and upsell columns are unknown, not zero.
Q1 · What the top 10 have in common, and how the bottom 10 differ
| Observable | Top 10 | Bottom 10 | Read |
|---|---|---|---|
| First page is a brand LP or PDP | 6 / 10 | 2 / 10 | Top funnels own the front end. Bottom funnels rent it with an advertorial. |
| First page is an advertorial | 3 / 10 | 7 / 10 | Resilia, BugMD and ClarityMD prove advertorials scale; but most top brands do not lead with one. |
| Quiz before the offer | 2 / 10 | 2 / 10 | No difference. SpoiledChild and BugMD at the top; Activated You and SciatiEase at the bottom. |
| Pages before checkout (median) | 2.5 | 2 | Step count does not separate the groups. BugMD (5) and Activated You (5) are the long ones at each end. |
| Subscription offered | 6 / 10 | 4 / 10 | Recurring revenue is the norm at the top. |
| Subscription pre-selected by default | 3 / 10 | 0 / 10 | MUD/WTR, ClarityMD and AG1 default the sub. No bottom-10 funnel does. |
| Order bump before payment | 1 / 10 | 2 / 10 | Rare in both. The Ridge (dedicated bump page); Activated You and Mane Strong (pop-up / pre-checkout upsell). |
| Post-purchase upsell pages (median, where captured) | 1 | 2 (range 2–4) | Bottom funnels monetise the order; top funnels monetise the customer. |
| Partner / affiliate offers on the thank-you page | 1 / 10 | 2 / 10 | Resilia at the top; Obvi (Rakuten, Fabletics) and Hugterra (Daily5, Dose, Farmer’s Dog) at the bottom. |
| Standard Shopify cart with free-shipping threshold | 4 / 10 | 1 / 10 | Comfrt, Kitsch, Ryze, The Ridge use a cart. Bottom funnels mostly use a custom order form or go straight to checkout. |
What the top 10 have in common
1They sell from a brand page, and the page is a catalogue, not a letter. Comfrt (15.4M visits) runs the plainest funnel in the library: landing page, product page, cart, checkout, two “complete the look” OTOs. The FOTW breakdown noted 6.28 pages per visit, which is browsing behaviour, not direct-response behaviour.
2The subscription is the default, not an option. MUD/WTR pre-selects “Subscribe & Save” at $51 against a $68 one-time price with a “Best option” badge and a two-week cadence. ClarityMD’s checkout has subscription and expedited shipping pre-ticked; “try it once, no autoship” is a small text link. AG1 does not sell a one-time purchase at all.
3When they do use an advertorial, it is the whole front end and it is long. Resilia sends 40%+ of all traffic to one 20,700px advertorial (FOTW breakdown: “an advertorial that converts so well they’re sending 40%+ of ALL traffic to it”). ClarityMD runs one advertorial landing page per problem (kidney/gut, vision, ears, circulation, lung, GLP-1 skin) and drops the cart entirely. BugMD puts a 37-step quiz between the advertorial and the product page.
4Quiz-led at scale looks like SpoiledChild. A 20-part quiz, then a product page, then a two-step checkout, three upsells and a post-purchase “save 20%” quiz. It is the only quiz-first funnel in the top 10.
How the bottom 10 differ
1They open with a story or a listicle, and the brand page comes second. Lulutox (“5 Reasons Why TikTok Famous Lulutox Detox Tea…”), Nooro (“I Thought I’d Be Stuck With Knee Pain Forever…”), Hugterra (“The $5,000 Mistake Every Neck Pain Sufferer Makes”), Medilisk (“Unbelievable! A Revolutionary Drug-Free Formula…”) and FIXD (“Always do this 10-second test BEFORE going to the mechanic”).
2They make the money after the sale. Medilisk runs four upsells behind a two-page front end. Lulutox runs four. Hugterra runs two OTOs then four partner offers, and its FOTW breakdown records the post-purchase flow lifting an order from $139 to $320. Obvi runs two upsells and then four partner pop-ups (Rakuten, Fabletics) on the thank-you page.
3They add friction before checkout that the top brands do not. Activated You is the longest pre-sale path in either group: a 14-question quiz, a pre-sell page, a VSL, a post-VSL quiz, a landing page with an order-bump pop-up and a checkout with a lucky-wheel pop-up. Mane Strong inserts a “pre-checkout upsell” page between cart and checkout.
What this does and does not mean. The comparison says that scale and brand-first funnels go together, and that small-traffic funnels compensate with deeper monetisation per order. It does not say advertorials convert worse: three of the top ten are advertorial-first, and the traffic metric structurally under-counts advertorial funnels on separate domains. Robert’s real question, “what do the converting ones do”, needs conversion data the library does not have.
Q2 · Advertorial section architectures across the 25 highest-trafficked advertorial funnels
Of the 53 ranked funnels, 26 have a page the FOTW team filed as an advertorial, listicle or pre-sell. The top 25 by traffic are below. Fourteen were coded by reading the screenshots; eleven were coded from the page-analysis text the library holds for each page (those counts are minimums). Cocunat’s capture is hidden behind a cookie banner and Earth Breeze’s behind a spin-to-win pop-up, so both are only partly readable.
| # | Funnel | Visits | Architecture | Coded from |
|---|---|---|---|---|
| 1 | resilia | 4.1M | A · story | screenshot |
| 2 | bugmd | 3.0M | B · offer-first | screenshot |
| 3 | clarity-md | 2.8M | B · offer-first | screenshot |
| 4 | native-path | 2.1M | C · endorsement | screenshot |
| 5 | emeals | 1.7M | A · listicle | screenshot |
| 6 | mars-men | 1.7M | A · listicle | screenshot |
| 7 | skinnyfit | 1.2M | B · offer-first | screenshot |
| 8 | earth-breeze | 1.1M | A · story (page hidden by spin pop-up) | screenshot |
| 9 | blissy | 1.0M | A · listicle | screenshot |
| 10 | nebroo | 518K | B · offer-first | screenshot |
| 11 | dr-marty | 414K | B · offer-first (FAQ-structured PDP) | screenshot |
| 12 | lifepro-fitness | 400K | B · offer-first | page-analysis text |
| 13 | drivse | 378K | B · offer-first | page-analysis text |
| 14 | moonbrew | 282K | B · offer-first | page-analysis text |
| 15 | trybello | 254K | A · story | page-analysis text |
| 16 | mama-bear-oasis | 204K | A · story | screenshot |
| 17 | pestlab | 180K | A · story | screenshot |
| 18 | akusoli | 120K | A · story | page-analysis text |
| 19 | lulutox | 114K | A · listicle | page-analysis text |
| 20 | cocunat | 91K | unreadable (cookie banner) | screenshot |
| 21 | fixd | 89K | A · story | page-analysis text |
| 22 | nooro | 66K | A · story | page-analysis text |
| 23 | activated-you | 56K | A · story (pre-VSL) | page-analysis text |
| 24 | hugterra | 54K | A · story | page-analysis text |
| 25 | medilisk | 48K | A · story | page-analysis text |
Three architectures, not one
A · Editorial advertorial (16 of 24)
Looks like an article. Two sub-types: the story (Resilia’s “Lisa”, Mama Bear Oasis’s 72-year-old grandmother, PestLab’s first-person bed-bug account) and the listicle (Blissy “12 reasons”, Mars Men “10 reasons men are ditching TRT”, eMeals “Tired of the same old meal kits?”, Lulutox “5 reasons”). Price is withheld until the last third; the CTA is “check availability” or “try risk-free”.
B · Offer-first page styled as an advertorial (7 of 24)
Hero shows the discount and the buy button, then the page educates. BugMD (“First-time buyers: get 68% off, stock’s low” with a countdown), ClarityMD (three bundle tiers above the fold, then mechanism), SkinnyFit, Nebroo, Moonbrew, Drivse, LifePro. Dr. Marty is a variant: a product page whose long copy is structured as a FAQ.
C · Endorsement page (1 of 24)
NativePath’s “For Kim Komando Listeners: up to 45% off” page. A radio host’s quote is the headline, the offer is for her audience, and the rest is a benefits-plus-reviews sales page. Only one in the top 25, but it is the fourth most-trafficked advertorial funnel.
Every section type we found, with how many of the 24 readable pages use it
| Section | Pages | Share | Best example |
|---|---|---|---|
| Headline hook (question, warning, big promise or reason-count) | 24 / 24 | 100% | Resilia: “The CDC Says Over 60 Million Americans Are Infected With Parasites — Most Have No Idea” |
| Offer / discount block on the page itself | 22 / 24 | 91% | BugMD 68% off with countdown; ClarityMD three-tier bundle card above the fold. Resilia and Mama Bear Oasis are the two that withhold price entirely. |
| Testimonials or review count | 20 / 24 | 83% | Resilia “Real People, Real Results” three-card block; PestLab 8,752-review sidebar card |
| Urgency / scarcity | 18 / 24 | 75% | PestLab “UPDATE – completely sold out in all stores”; Blissy Mother’s Day countdown bar; NativePath “130 people looking at this deal” |
| Mechanism / “why it works” explainer | 18 / 24 | 75% | Resilia biofilm → 85% carvacrol → black seed oil “two-step attack”; Nebroo “Vox Humana” chip; ClarityMD reactive oxygen species |
| Problem agitation / symptom checklist | 16 / 24 | 66% | Resilia seven-symptom checklist; BugMD “100,000 reports of harm to dogs wearing flea collars” |
| Product reveal (“the discovery”, “what is X?”) | 16 / 24 | 66% | Resilia “The Discovery That Changes Everything”; PestLab “What is PestLab?” |
| Guarantee / risk reversal | 15 / 24 | 62% | NativePath 365-day; Nebroo 120-day; Resilia 60-day repeated under every CTA |
| Comparison against alternatives | 14 / 24 | 58% | Mars Men table (Mars Men vs TRT vs generic booster); Blissy silk vs satin; Resilia “why nothing you’ve tried has worked” list |
| Disclosure / “this is an advertisement” footer | 13 / 24 | 54% | Blissy v5 full disclaimer paragraph; Resilia “Sponsored content” label; Earth Breeze “ADVERTORIAL” page label |
| Trust badges (made in USA, third-party tested, free shipping, secure) | 12 / 24 | 50% | Resilia three-badge strip; Nebroo guarantee / shipping / quality row |
| Repeated CTAs between sections | 12 / 24 | 50% | Resilia five orange “Try Resilia risk-free for 60 days” buttons; SkinnyFit a “Save 50% today” button after every section |
| Before / after imagery | 10 / 24 | 41% | SkinnyFit three before/after cards; PestLab “Without / With PestLab”; Mars Men one per reason |
| Author byline, date or read-time | 10 / 24 | 41% | Resilia “By Jonathan Foster | June 27, 2025 · 5–7 minute read”; Mama Bear Oasis “May 08, 2023 | by Faith S.” |
| Doctor / expert authority | 9 / 24 | 37% | ClarityMD “Expert advice from Dr. Jason Maxwell”; Akusoli “Why German Doctors Are Raving…”; Dr. Marty as author |
| First-person story lead | 9 / 24 | 37% | Mama Bear Oasis “The clock showed 2:37am…”; PestLab “I know because I’ve been there” |
| Persistent top bar or sticky sidebar CTA | 8 / 24 | 33% | PestLab sticky product card; Blissy v5 sidebar card; Resilia “Discover the solution – shop now” bar |
| Press / TV logos | 6 / 24 | 25% | Blissy Kelly & Mark, GMA, The View; BugMD msn / Forbes / HGTV; ClarityMD People / Health / Vogue |
| Exit-intent or spin-to-win pop-up | 6 / 24 | 25% | Earth Breeze spin wheel for email; ClarityMD scratch-card exit pop; Resilia and Mars Men four-part pop-ups |
| Numbered listicle body | 5 / 24 | 20% | Blissy 12 reasons; Mars Men 10 reasons; eMeals 5; Lulutox 5 |
| FAQ block | 5 / 24 | 20% | Dr. Marty (entire page is FAQ-structured); Mars Men “Frequently asked questions” tab in the offer block |
| Publisher-style masthead | 4 / 24 | 16% | PestLab “TECH NEWS”; Earth Breeze “thebreeze”; ClarityMD native traffic lands on a “USA Medical News” masthead per its breakdown |
| Social-comment screenshot (Facebook-style) | 3 / 24 | 12% | Nebroo pastes a Facebook comment under the hero CTA |
| Video embed | 2 / 24 | 8% | Activated You pre-VSL page; Blissy uses TV-clip stills, not video |
| Three-step “how to order” close | 2 / 24 | 8% | Blissy v5 “Step 1 / Step 2 / Step 3” |
Annotated pages, top to bottom
Resilia · story advertorial · 20,722px · rank 5 (4.1M visits)
0–10%“Discover the solution – shop now” bar · “Sponsored content” label · “Based on clinical research” badge · headline + subhead · byline, date, read time · before/after photo
10–25%Story lead (Lisa, 38, teacher, Ohio) · pull-quotes · “Look, the symptoms you think are normal… aren’t” seven-item checklist · chart · “What if all these problems had the same hidden source?”
25–45%“The Silent War Inside Your Body” (CDC stat, bar chart, five-item “they are literally…” list, cartoon) · “They Shouldn’t Be Able To Live In Your Body” biofilm mechanism · “Why nothing you’ve tried has worked” (probiotics, keto, antibiotics, detox)
45–65%“The Discovery That Changes Everything” (14-person oregano oil study) · second before/after · carvacrol concentration argument · “The Two-Step Attack” (oregano oil + black seed oil) · testimonial pull-quote
65–100%“Finally, a solution that actually works” reveal · founder photo · three trust badges · CTA #1 · three testimonial cards · “Here’s what nobody tells you” (adjustment period) · CTA #2 · “Your body is begging you to listen” · skin before/after · CTA #3 · Lisa’s decision + money-back mention · CTA #4 · “It’s time to evict the freeloaders” · 60-day guarantee · CTA #5 · P.S.
Blissy · listicle advertorial, winning v1 vs the variant FOTW filed as “losing” (v5)
Same twelve reasons, same copy. The winner opens with a plain question headline (“What makes Blissy the most popular pillowcase in the world?”), delays any mention of price until after reason 12, and closes with an “Update” box, a “Please note” yellow box and one gold “Check Availability” button. The losing variant adds a dermatologist headline, a byline, a sticky sidebar product card with the CTA and “supplies are limited” at the very top, a before/after photo, a three-step “how to get the best results” close and a full advertising disclaimer. More sales elements, worse result, according to the FOTW filing. We cannot see the test data, only the label.
Mars Men · listicle that becomes a sales page · 11,643px · 1.7M visits
“10 Reasons Men Are Ditching TRT For Mars Men This Year” with a fitness-expert byline and date, a three-column comparison table (Mars Men vs TRT vs generic booster) directly under the headline, one before/after or product image per reason, reason 9 is the 90-day guarantee and reason 10 is the customer count. The page then switches to a dark-mode offer block (50% off, $59 struck from $118, four free gifts, FAQ tabs), an eight-ingredient grid and testimonials. It is a listicle bolted to a PDP.
Q5 · How the top 10 offer-led funnels present the value stack or discount
“Offer-led” here means the first captured page is a brand landing page or product page, not an advertorial, quiz or VSL. The ten highest-trafficked are Comfrt, MUD/WTR, The Ridge, RYZE, Kitsch, AG1, Freebird, Everyday Dose, Primal Queen and Grüns. What each shows on the first page and in the cart:
| Funnel | Anchor vs sale price | Tiering and badge | Free gifts / stack | Guarantee placement | Second bite in cart or OTO |
|---|---|---|---|---|---|
| Comfrt | “Up to 70% off sitewide” bar; PDP “$130 → $35 Sale” struck through | “Travel Essentials Bundle” $200 → $64 as a secondary card | None on page | Not prominent on the captured pages | Cart free-shipping progress bar ($100 threshold); two “complete the look” OTOs |
| MUD/WTR | “Subscribe for 42% off”; $51 sub vs $68 one-time | Radio buttons, “Best option” badge on Subscribe & Save, pre-selected, ships every 2 weeks | Starter kits (mug, frother) as the entry SKU | On the LP | Upsell 1 has a subscription variant |
| The Ridge | No discount on the LP or PDP | None; value is “Guaranteed for life”, aerospace-grade materials, free shipping and returns | None | Lifetime guarantee is the headline value claim | Order bump page: AirTag cash strap $15 (was $25) |
| RYZE | Cart shows $36 → $27 struck through | Bundles on the LP (“Boosted Chai Latte”, “Ultimate Elevate + Unwind”) with per-serving cost framing | Bundles list free gifts: travel creamers, shakers, coasters, spoons, a “mugnet” | 30-day money-back badge in the LP guarantee section | Upsell 1, then a post-purchase quiz and Facebook group |
| Kitsch | Struck-through prices on the LP; $14 shampoo bar on the PDP | “Best Selling Bundles” block on the PDP | None | Not prominent | Cart: “You’re $23.80 away from free shipping” + “Subscribe to get 20% off forever”; three upsells |
| AG1 | No % off on the LP; subscription page shows €87 struck from €107 (single) and €167 from €214 (double) | Two-step selector (pouch vs travel packs, then Single “Most Popular” vs Double “Best Value”) | The offer is the gifts: free Vitamin D3+K2 bottle and five travel packs | 30-day money-back under the offer on the LP and again on the subscription page | Subscription only; no one-time option captured |
| Freebird | “Spring Reset Sale: 60% off + free gifts”, pop-up repeats it | Kit + 5 attachments as the hero SKU | “5 free attachments ($60+ value)”; 60% off tied to subscription blade refills (disclaimer) | Badge row under the star rating: free shipping, lifetime warranty, 30-day risk-free trial | Four OTOs (travel case, shaving kit, care kit, refill) |
| Everyday Dose | “$25 $45 44% off today”; “44% off starter kit & 5 free gifts” banner | Comparison table (purple bolt vs red X) rather than tiers on the LP | 5 free gifts in the banner | “60 Day Money Back Guarantee” under the price; 45-day version in the cart | Cart “upgrade offer” $69 struck from $135; three OTOs (30-serving coffee, matcha, TY) |
| Primal Queen | $118 → $44 in the offer block; “Unlock 30% off + 4 free gifts” pop-up | “1 Month Subscribe & Save” vs “1 Month Supply One Time Purchase”, quantity selectors on both | Four free gifts shown as photos (bamboo-lid jar, pill case, mystery gift) | “365-Day Money Back Guarantee” in the hero, the offer block and the FAQ | Two upsells, then a post-purchase page with an order bump and an affiliate offer |
| Grüns | “Save 52% + free shipping” hero button and yellow “Limited time offer” badge; cart $54.17 with a “32% off” badge | Cart: “Most Popular” badge on “Subscribe & Save an extra 25%” | None on the LP; OTO gives a free pouch | “Try it risk-free for 30 days” directly under the CTA | OTO 1 “Get 1 free pouch with extended subscription” (3 for 2 every 12 weeks); OTO 2 extra pouch |
The five moves that repeat
1Struck-through anchor plus a percentage, in the hero (8 of 10). Comfrt $130→$35, Everyday Dose $45→$25, Primal Queen $118→$44, Grüns 52%, Freebird 60%, RYZE $36→$27, MUD/WTR 42%, Kitsch. The two exceptions replace the discount with something else: The Ridge with a lifetime guarantee, AG1 with free product.
2Free gifts with a stated dollar value (6 of 10). Freebird “$60+ value”, Everyday Dose “5 free gifts”, Primal Queen four gifts photographed, RYZE gift list inside each bundle, AG1’s entire offer, MUD/WTR starter kit. Gifts are shown, not just listed.
3A badge decides the tier (7 of 10). “Best option” (MUD/WTR), “Most Popular” (AG1, Grüns), “Best Value” (AG1), “Best Selling Bundles” (Kitsch). The badge sits on the subscription where there is one, and on the larger bundle where there is not. Nobody badges the one-time option.
4The guarantee sits beside the price, not in the footer (6 of 10). AG1, Everyday Dose, Primal Queen, Grüns and Freebird put it under the CTA. The length is a positioning choice: 30 days (AG1, Grüns, Freebird), 60 (Everyday Dose), lifetime (The Ridge, Freebird warranty), 365 (Primal Queen).
5The discount is re-earned at each step. Hero percentage → cart free-shipping threshold (Comfrt, Kitsch, Grüns) or cart upgrade (Everyday Dose $135→$69) → OTO framed as a subscription upgrade (Grüns “3 pouches for the price of 2”, MUD/WTR upsell-with-subscription, Mars Men “upgrade to quarterly” at rank 14).
What the library doesn’t have yet
- No conversion rates, revenue or CAC for any funnel. Every “top 10” here is a traffic ranking. If the question is really about conversion, the honest answer is that we can show structure, not performance.
- Traffic is measured on the brand domain. Advertorial funnels on separate domains (e.g. Resilia’s persona pages, ClarityMD’s native landers) are under-counted relative to brand sites. Ninety-four of the 147 FOTW funnels have no traffic figure at all.
- Mixed dates. Twenty-three figures are from the FOTW breakdown date; thirty were pulled on 2026-09-22. The ranking is directional, not a league table.
- Two advertorial captures are unreadable (Cocunat behind a cookie banner, Earth Breeze behind a spin pop-up) and three bottom-10 funnels were only captured to the product page.
- Section coding is partly automated. Eleven of the 25 advertorials were coded from the page-analysis text rather than by eye; those counts are minimums.
Follow-up questions worth asking
- For the three advertorial-first funnels in the top 10 (Resilia, BugMD, ClarityMD), what do their Meta ad libraries look like versus the brand-first funnels? Are they buying the traffic the others earn?
- Blissy v1 vs v5: which of the added elements (sidebar CTA at the top, byline, disclaimer) is FOTW’s explanation for the loss? The commentary file may say.
- Which of the 25 advertorial funnels are still live today, and has the page changed? Longevity is the closest proxy to “converting” the library can offer.
- For offer-led funnels, does the pre-selected subscription survive into the cancellation flow? Grüns, MUD/WTR and AG1 all have cancellation captures in the library.
- Robert’s questions 3 and 4 (quiz question order and email capture) are in the companion report.