Tonal
Facebook · Instagram · Audience Network · Video
The ad
No intimidating gyms. No complicated routines. Tonal helps build muscle at home and protects GLP-1 progress.
Tonal + GLP-1
Learn moreThe funnel behind it
Offer: Save $180* for a limited time
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 building trust through specific results (25% strength increase in 90 days, 90% hit goals), expert credibility (Troy Taylor quote), and detailed product benefits (smart technology, coaching, form feedback). The messaging strongly aligns with the GLP-1 angle—emphasizing muscle protection, safe progression, and expert guidance. However, the page suffers from poor mobile optimization (text is cramped, CTAs are small), extremely slow load speed (26/100), and a confusing offer structure with multiple CTAs competing for attention (SHOP TONAL, SHOP TONAL RENT, EXPLORE buttons). The primary CTA placement is buried behind a modal popup, and the headline doesn't directly address the GLP-1 value proposition that the ad promises.
What this funnel does right. Steal these.
- Trust signals8/10
- Social proof8/10
- Headline7/10
- Message match7/10
Where it's weak
- Page speed3/10
- Mobile experience4/10
- Call to action5/10
Full breakdown
Call to action
5/10Multiple competing CTAs (EXPLORE TONAL, SHOP TONAL RENT, EXPLORE SMART TECHNOLOGY, EXPLORE TRAINING PROGRAMS, EXPLORE TONAL, EXPLORE MOVEMENT LIBRARY, EXPLORE PROGRAMS, SAVE NOW, BOOK A FREE DEMO) dilute focus; primary CTA is buried behind a modal popup.
- Clear button text with action verbs (EXPLORE, SHOP, SAVE)
- High-contrast dark buttons visible throughout page
- Bottom CTA (BOOK A FREE DEMO) is prominent and specific
- Modal popup blocks main content and promotes accessories instead of core product
- Too many competing CTAs create decision paralysis
- Primary purchase CTA (SHOP TONAL RENT) is not the most prominent element
Page speed
3/10PageSpeed score of 26/100 is extremely poor, indicating severe performance issues that will cause high bounce rates and poor user experience.
- PageSpeed score of 26/100 is critically slow
- Large video/image files likely not optimized
- Modal popup and multiple CTAs add rendering overhead
Trust signals
8/10Page builds trust through specific results, expert credentials, member testimonials, and detailed product explanations, though some elements could be stronger.
- Specific quantified results (25% strength increase, 90% goal achievement)
- Expert quote from named VP of Performance Innovation
- Member success stories with names and context
- No visible security badges or certifications
- No customer review platform integration (Trustpilot, etc.)
- Modal popup with aggressive email capture may reduce trust
Mobile experience
4/10Page shows significant mobile usability issues: text is cramped, buttons are small, modal popup takes up full screen, and navigation is difficult to use on small screens.
- Images are responsive and scale to screen size
- Hamburger menu present for navigation
- Vertical stacking of content is logical
- Modal popup is full-screen and difficult to close on mobile
- Button text is small and hard to tap
- Multiple CTAs create cluttered mobile experience
Headline
7/10Strong, benefit-driven headline ('THE PRESCRIPTION FOR STRENGTH') but doesn't directly address the GLP-1 angle that the ad emphasizes.
- Clear, bold, benefit-focused language
- Positions Tonal as solution to a specific problem
- Supported by subheading 'YOUR GLP-1 STRENGTH PARTNER'
- Doesn't mention GLP-1 in main headline despite ad focus
- Generic enough that it could apply to any strength product
- Doesn't differentiate from competitors on the GLP-1 angle
Social proof
8/10Page includes specific quantified results (25% strength increase in 90 days, 90% hit goals), member testimonials (Ricardo, Jillian), and expert quote from Troy Taylor, VP of Performance Innovation.
- Specific metrics: '25% increase in 90 days' and '90% of members hit their goals'
- Named member stories with before/after context
- Expert credibility: Troy Taylor quote about muscle and longevity
- No star ratings or review counts visible
- Testimonials are brief and lack detail about GLP-1 context
- No visible third-party review badges or certifications
Message match
7/10Page strongly addresses the ad's core promise of protecting GLP-1 progress through muscle building, with emphasis on safe progression and expert coaching, but the headline doesn't explicitly mention GLP-1.
- Subheading 'YOUR GLP-1 STRENGTH PARTNER' directly echoes ad angle
- Body copy explains how Tonal helps 'push back' against GLP-1 side effects
- Emphasis on safe, auto-adjusting resistance and expert guidance matches ad promise
- Main headline doesn't mention GLP-1 despite ad focus
- Ad says 'no intimidating gyms, no complicated routines' but page doesn't emphasize simplicity upfront
- GLP-1 context is secondary to general strength messaging
Offer clarity
6/10The $180 savings is mentioned at top, but the offer terms are vague ('for a limited time') and the modal popup obscures the main value proposition with competing accessory bundle offers.
- Specific dollar amount ($180 savings) stated upfront
- Limited-time urgency indicated
- Rent option clearly labeled as alternative to purchase
- Modal popup promotes accessories bundle instead of core Tonal offer
- Expiration date (09/07/26) buried in small print within modal
- Multiple CTAs (SHOP, RENT, EXPLORE) create confusion about primary offer
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64dCAROUSELTonal
17dVIDEOPilates instructor take 👀 I went into this curious but cautious. There are so many new “versions” of Pilates right now, and not all of them actually hold up when it comes to control and real strength What stood out to me with @tonal is the progression You still get the control Pilates is known for, but now you can actually adjust and track the resistance. So you know if you’re getting stronger, instead of just going off feel. And from a Pilates perspective, this actually feels closer to a tower than a reformer. The resistance is independent, not tied to a moving carriage, which changes how you control the movement. Reformer Pilates is still a staple for me, but if your goal is to build strength you can measure and progress over time, this is a really interesting way to do it at home. Questions? Ask me below👇🏼 ps: Tonal has a sale happening right now, $750 off on tonal.com Loops: @reformerloops x @tonal Fit: @splits59 x @tonal #TonalPartner #PowerProgress
17dVIDEOBREAKING NEWS: I’m back in @tonal! My brand new program is packed with fun, fast, and furious 20-minute challenges full of energy! ⚡️ The right amount of intensity with a Quality of Life philosophy. I hope you’ll join me! Use my code TONYH for $500 OFF Get started by clicking the link in my bio! 💪🏻
17dIMAGEFeatured On T3
17dVIDEOhow has my body changed after 2 babies? 9 months postpartum and the biggest shift hasn't been physical. it's how i see it now. moving to take care of my body, not to fix it. grateful for @tonal for being part of that 🤍
17dVIDEOhow has my body changed after 2 babies? 9 months postpartum and the biggest shift hasn't been physical. it's how i see it now. moving to take care of my body, not to fix it. grateful for @tonal for being part of that 🤍
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