The Ordinary
Facebook · Instagram · Messenger · Image
The ad
This daily use sunscreen is fragrance-free, lightweight, and blends into skin seamlessly without leaving a white cast.
UV Filters SPF 45 Serum.
Shop nowThe funnel behind it
Offer: Daily sun exposure can accelerate visible signs of aging and uneven skin tone. Our UV protection products help defend against harmful rays, supporting skin health while maintaining clarity and balance
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 does well with clear product presentation, strong social proof (4.0/5 stars with 453 reviews), and excellent message match to the ad copy about the UV Filters SPF 45 Serum. However, it struggles significantly with mobile optimization (the layout appears cramped and navigation-heavy), slow page speed (55/100), and weak trust signals beyond the single product review. The primary CTA is generic "Add To Cart" rather than action-oriented, and the page lacks additional trust elements like certifications, guarantees, or brand credentials that would strengthen conversion confidence.
What this funnel does right. Steal these.
- Message match: Excellent alignment between ad copy (fragrance-free, lightweight, seamless blend, no white cast) and the featured UV Filters SPF 45 Serum product with matching benefits.
- Social proof: Strong 4.0/5 star rating with 453 reviews on the featured product provides solid credibility, though no additional testimonials or user-generated content visible.
- Offer clarity: The UV protection benefit is clearly explained with specific product details (SPF 45, broad spectrum, 60ml size, $19 price point) visible on the product card.
- Headline: The headline 'UV Protection' is descriptive but generic; it matches the category but lacks compelling benefit-driven language or urgency.
Where it's weak
- Page speed: PageSpeed score of 55/100 indicates slow loading performance, which negatively impacts user experience and conversion rates on mobile devices.
- Mobile experience: Mobile layout appears cramped with heavy navigation elements (menu, search, location, account icons) competing for space above the fold; product image and details require scrolling.
Full breakdown
The 'Add To Cart' button is functional but generic and lacks persuasive language; no urgency or benefit-driven copy like 'Shop Now' or 'Get Protection Today'.
PageSpeed score of 55/100 indicates slow loading performance, which negatively impacts user experience and conversion rates on mobile devices.
Product reviews provide some trust, but page lacks security badges, brand certifications, money-back guarantees, or additional trust signals beyond the single product rating.
Mobile layout appears cramped with heavy navigation elements (menu, search, location, account icons) competing for space above the fold; product image and details require scrolling.
The headline 'UV Protection' is descriptive but generic; it matches the category but lacks compelling benefit-driven language or urgency.
Strong 4.0/5 star rating with 453 reviews on the featured product provides solid credibility, though no additional testimonials or user-generated content visible.
Excellent alignment between ad copy (fragrance-free, lightweight, seamless blend, no white cast) and the featured UV Filters SPF 45 Serum product with matching benefits.
The UV protection benefit is clearly explained with specific product details (SPF 45, broad spectrum, 60ml size, $19 price point) visible on the product card.
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