The Ordinary
Facebook · Instagram · Messenger · Image
The ad
Targeted formulations to address signs of congestion, including enlarged pores and the factors that contribute to them.
Clear Congested, Oily Skin.
Shop nowThe funnel behind it
Offer: Targeted formulations to address signs of congestion, including enlarged pores and the factors that contribute to them
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 by delivering strong message match with the ad—the headline and description directly align with the "Clear Congested, Oily Skin" ad promise, and the product grid immediately shows relevant solutions with high social proof (4.1-4.8 star ratings across 10 results). The page excels in trust with established brand presence, detailed product descriptions, and educational resources (skincare guides). However, it underperforms significantly on speed (54 PageSpeed score), which is critical for paid social traffic, and the primary CTA is buried within product cards rather than a prominent conversion button. The mobile experience appears functional but could be optimized for faster load times and clearer conversion paths. The offer clarity is good but could benefit from a more prominent value proposition or incentive above the fold.
What this funnel does right. Steal these.
- Social proof: Exceptional social proof with all 10 products displaying 4.1-4.8 star ratings and review counts ranging from 242 to 1,076 reviews, plus a 'Bestseller' badge on one product.
- Message match: Excellent alignment between ad and page: ad promises 'Clear Congested, Oily Skin' and the page delivers a curated collection of targeted formulations for congestion with product descriptions matching the ad's benefit promise.
- Trust signals: Strong trust signals including established brand (The Ordinary), detailed product information, high review counts, educational resources (skincare guides), and clear navigation with filters and sorting options.
- Headline: The headline 'Signs of Congestion' is direct and matches the ad promise, though it's more descriptive than benefit-driven compared to the ad's 'Clear Congested, Oily Skin.'
- Offer clarity: The offer is clearly stated in the category description: 'Targeted formulations to address signs of congestion, including enlarged pores and the factors that contribute to them,' with 10 relevant products displayed.
- Mobile experience: The mobile layout is functional with readable text and accessible product cards, but the slow PageSpeed score (54) suggests performance issues that degrade the mobile experience.
Where it's weak
- Page speed: PageSpeed score of 54 is significantly below the 75+ threshold for good performance, indicating slow load times that will negatively impact conversion rates and user experience.
Full breakdown
The primary CTA 'Add To Cart' is present but distributed across individual product cards rather than a prominent above-the-fold conversion button, requiring users to scroll and select a specific product.
PageSpeed score of 54 is significantly below the 75+ threshold for good performance, indicating slow load times that will negatively impact conversion rates and user experience.
Strong trust signals including established brand (The Ordinary), detailed product information, high review counts, educational resources (skincare guides), and clear navigation with filters and sorting options.
The mobile layout is functional with readable text and accessible product cards, but the slow PageSpeed score (54) suggests performance issues that degrade the mobile experience.
The headline 'Signs of Congestion' is direct and matches the ad promise, though it's more descriptive than benefit-driven compared to the ad's 'Clear Congested, Oily Skin.'
Exceptional social proof with all 10 products displaying 4.1-4.8 star ratings and review counts ranging from 242 to 1,076 reviews, plus a 'Bestseller' badge on one product.
Excellent alignment between ad and page: ad promises 'Clear Congested, Oily Skin' and the page delivers a curated collection of targeted formulations for congestion with product descriptions matching the ad's benefit promise.
The offer is clearly stated in the category description: 'Targeted formulations to address signs of congestion, including enlarged pores and the factors that contribute to them,' with 10 relevant products displayed.
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