The Ordinary
Facebook · Instagram · Messenger · Image
The ad
Until July 31, receive complimentary cotton rounds when you purchase our bestselling toner. T&Cs apply.
Your Gift With Purchase.
Shop nowThe funnel behind it
Offer: Until July 31, receive complimentary cotton rounds when you purchase our bestselling toner.
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 product page does well with comprehensive product information, strong social proof (4.6-star rating with 1252 reviews, Beautycounter award, "BESTSELLER" badge), excellent trust signals (detailed ingredients, usage guidance, compatibility tool, FAQs), and clear offer communication. However, it suffers from critical weaknesses: the primary CTA is buried below extensive content rather than prominently featured above the fold, the gift-with-purchase offer lacks visual prominence and urgency, the page speed is severely compromised (34/100 PageSpeed score), and the mobile experience appears cluttered with too much information competing for attention. The ad message about the gift promotion doesn't translate into prominent on-page emphasis, creating a disconnect between ad promise and landing page hierarchy.
What this funnel does right. Steal these.
- Trust signals: Excellent trust signals including detailed product descriptions, ingredient breakdowns with explanations, usage guidance, safety warnings, compatibility tool, FAQs, return policy (365 days), and free shipping threshold clearly stated.
- Social proof: Strong social proof with 4.6-star rating (1252 reviews), 'BESTSELLER' badge, Beautycounter Skincare Awards badge, user-generated content in 'See It In Action' section, and detailed testing results.
- Headline: The headline 'Glycolic Acid 7% Exfoliating Toner' is clear and descriptive, directly matching the product and ad headline, though it could be more benefit-driven.
Where it's weak
- Page speed: PageSpeed score of 34/100 indicates severe performance issues that will negatively impact user experience, engagement, and conversion rates.
- Call to action: Primary CTA 'Add to Bag' is not visible in the above-the-fold section and appears buried below extensive product information, reducing conversion likelihood.
- Mobile experience: Mobile layout appears cramped with navigation, product image, rating, price, and multiple CTAs competing for space; text is small and sections feel cluttered.
Full breakdown
Primary CTA 'Add to Bag' is not visible in the above-the-fold section and appears buried below extensive product information, reducing conversion likelihood.
PageSpeed score of 34/100 indicates severe performance issues that will negatively impact user experience, engagement, and conversion rates.
Excellent trust signals including detailed product descriptions, ingredient breakdowns with explanations, usage guidance, safety warnings, compatibility tool, FAQs, return policy (365 days), and free shipping threshold clearly stated.
Mobile layout appears cramped with navigation, product image, rating, price, and multiple CTAs competing for space; text is small and sections feel cluttered.
The headline 'Glycolic Acid 7% Exfoliating Toner' is clear and descriptive, directly matching the product and ad headline, though it could be more benefit-driven.
Strong social proof with 4.6-star rating (1252 reviews), 'BESTSELLER' badge, Beautycounter Skincare Awards badge, user-generated content in 'See It In Action' section, and detailed testing results.
Ad emphasizes 'Your Gift With Purchase' and complimentary cotton rounds, but the landing page buries this offer in small text without matching the promotional emphasis from the ad.
The gift-with-purchase offer is mentioned in small text near the bottom ('Reusable Rounds Gift with a Glycolic Acid 7% Exfoliating Toner Purchase') but lacks visual prominence, urgency markers, or clear deadline visibility above the fold.
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