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 at establishing clear product categorization and providing educational context about UV protection benefits. However, it suffers from critical weaknesses: the primary CTA is buried on a product card rather than prominently featured, the page speed is dangerously slow (22/100), and there's minimal social proof beyond a single 4-star rating. The message match between the ad's focus on the specific serum product and the page's broader UV Protection category creates friction, as users land on a category page rather than the advertised product's dedicated page. The mobile experience appears functional but the slow load time severely impacts conversion potential.
What this funnel does right. Steal these.
- Mobile experience: The layout appears responsive with proper spacing and readable text, though the slow page speed significantly degrades the mobile user experience.
- Offer clarity: The UV protection category description clearly explains the benefit (defending against harmful rays) but doesn't highlight the specific serum's unique attributes like fragrance-free or lightweight formula mentioned in the ad.
Where it's weak
- Page speed: PageSpeed score of 22/100 indicates critically poor performance that will cause high bounce rates and abandoned carts on mobile devices.
- Social proof: Only one product shown with a 4.0-star rating from 453 reviews, but no additional trust signals like customer testimonials, expert endorsements, or usage statistics are visible on the page.
- Message match: The ad promotes a specific product (UV Filters SPF 45 Serum with fragrance-free, lightweight benefits) but lands on a broad UV Protection category page showing only one product, creating a disconnect between ad promise and landing experience.
- Call to action: The 'Add To Cart' button is present but buried within a product card rather than prominently featured, and there's no secondary CTA encouraging users to explore or learn more about the product.
- Trust signals: The brand logo and product rating provide some credibility, but the page lacks security badges, return policies, customer testimonials, or other trust-building elements visible in the footer.
Full breakdown
The 'Add To Cart' button is present but buried within a product card rather than prominently featured, and there's no secondary CTA encouraging users to explore or learn more about the product.
PageSpeed score of 22/100 indicates critically poor performance that will cause high bounce rates and abandoned carts on mobile devices.
The brand logo and product rating provide some credibility, but the page lacks security badges, return policies, customer testimonials, or other trust-building elements visible in the footer.
The layout appears responsive with proper spacing and readable text, though the slow page speed significantly degrades the mobile user experience.
The headline 'UV Protection' is generic and category-level rather than product-specific, failing to match the ad's focus on the 'UV Filters SPF 45 Serum' product.
Only one product shown with a 4.0-star rating from 453 reviews, but no additional trust signals like customer testimonials, expert endorsements, or usage statistics are visible on the page.
The ad promotes a specific product (UV Filters SPF 45 Serum with fragrance-free, lightweight benefits) but lands on a broad UV Protection category page showing only one product, creating a disconnect between ad promise and landing experience.
The UV protection category description clearly explains the benefit (defending against harmful rays) but doesn't highlight the specific serum's unique attributes like fragrance-free or lightweight formula mentioned in the ad.
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