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 address congestion concerns, and the product grid shows 10 relevant results with high social proof (4.1-4.8 star ratings with 200+ reviews each). The mobile experience is clean and functional. However, the page suffers from poor speed (52 PageSpeed score), lacks a prominent primary CTA (multiple "Add To Cart" buttons scattered throughout rather than a hero CTA), and trust signals are minimal beyond product ratings. The offer clarity is good but could be stronger with clearer benefit statements or a featured hero product.
What this funnel does right. Steal these.
- Message match: Excellent alignment between ad copy ('Clear Congested, Oily Skin') and page content—the category, products, and descriptions all directly address congestion and pore concerns.
- Headline: The headline 'Signs of Congestion' is direct and matches the ad perfectly, immediately setting user expectations for the category.
- Social proof: All 10 products display 4.1-4.8 star ratings with 200+ reviews each, providing strong credibility and trust through aggregated customer feedback.
- Mobile experience: The mobile layout is clean and functional with readable product cards and accessible filters, though the scattered CTAs could be more prominent on smaller screens.
- Offer clarity: The category description clearly explains the purpose ('Targeted formulations to address signs of congestion, including enlarged pores') but lacks a compelling hero offer or featured product to guide users.
Where it's weak
- Page speed: PageSpeed score of 52 indicates poor performance; the page likely loads slowly with heavy product images and grid rendering, creating friction for mobile users.
- Call to action: Multiple 'Add To Cart' buttons are scattered throughout the product grid with no prominent hero CTA, forcing users to scroll and choose before committing.
Full breakdown
Multiple 'Add To Cart' buttons are scattered throughout the product grid with no prominent hero CTA, forcing users to scroll and choose before committing.
PageSpeed score of 52 indicates poor performance; the page likely loads slowly with heavy product images and grid rendering, creating friction for mobile users.
Product ratings and reviews provide trust, but the page lacks additional trust signals like brand badges, guarantees, shipping info, or customer testimonials beyond star ratings.
The mobile layout is clean and functional with readable product cards and accessible filters, though the scattered CTAs could be more prominent on smaller screens.
The headline 'Signs of Congestion' is direct and matches the ad perfectly, immediately setting user expectations for the category.
All 10 products display 4.1-4.8 star ratings with 200+ reviews each, providing strong credibility and trust through aggregated customer feedback.
Excellent alignment between ad copy ('Clear Congested, Oily Skin') and page content—the category, products, and descriptions all directly address congestion and pore concerns.
The category description clearly explains the purpose ('Targeted formulations to address signs of congestion, including enlarged pores') but lacks a compelling hero offer or featured product to guide users.
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