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. T&Cs apply.
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 strong social proof (4.6-star rating with 125+ reviews, Beautycounter award, "BESTSELLER" badge), clear offer presentation ($9.00 USD price point), and comprehensive product information (detailed ingredients, usage guidance, FAQs, compatibility tool). However, it suffers from poor mobile optimization with a cluttered layout and small touch targets, slow page speed (45 PageSpeed score), and a weak CTA placement that doesn't prominently highlight the gift-with-purchase promotion from the ad. The message match is moderate—the page does feature the toner and mentions the gift offer in small text, but the promotional urgency and cotton rounds gift aren't visually emphasized above the fold.
What this funnel does right. Steal these.
- Social proof: Strong social proof with 4.6-star rating (125+ reviews), 'BESTSELLER' badge, Beautycounter Skincare Awards badge, and multiple user testimonial images in the 'See It In Action' section.
- Trust signals: Trust is established through the Beautycounter award badge, high star rating, 'BESTSELLER' designation, detailed product information, comprehensive FAQs, and clear shipping/return policies.
- Headline: The headline 'Glycolic Acid 7% Exfoliating Toner' is clear, descriptive, and directly matches the product being sold.
- Offer clarity: The $9.00 price is clear and prominent, but the gift-with-purchase promotion is buried in small text at the bottom of the first section rather than highlighted as a key offer.
Where it's weak
- Page speed: PageSpeed score of 45 indicates poor performance; the page likely has slow load times, which negatively impacts user experience and conversion rates.
- Mobile experience: The layout appears cramped on mobile with small text, dense product information sections, and navigation elements that may be difficult to interact with on smaller screens.
Full breakdown
The primary CTA 'Add to Bag' is functional but generic; it doesn't emphasize the limited-time gift promotion or create urgency around the July 31 deadline.
PageSpeed score of 45 indicates poor performance; the page likely has slow load times, which negatively impacts user experience and conversion rates.
Trust is established through the Beautycounter award badge, high star rating, 'BESTSELLER' designation, detailed product information, comprehensive FAQs, and clear shipping/return policies.
The layout appears cramped on mobile with small text, dense product information sections, and navigation elements that may be difficult to interact with on smaller screens.
The headline 'Glycolic Acid 7% Exfoliating Toner' is clear, descriptive, and directly matches the product being sold.
Strong social proof with 4.6-star rating (125+ reviews), 'BESTSELLER' badge, Beautycounter Skincare Awards badge, and multiple user testimonial images in the 'See It In Action' section.
The page features the correct product and mentions the gift offer, but the promotional messaging about complimentary cotton rounds is not prominently displayed above the fold, making the ad-to-page connection weak.
The $9.00 price is clear and prominent, but the gift-with-purchase promotion is buried in small text at the bottom of the first section rather than highlighted as a key offer.
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Data from the public Meta Ad Library. Funnelens is not affiliated with or endorsed by Meta. See data sources.