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 to match the ad's primary message.
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 'See It In Action' section.
- Trust signals: Trust is established through multiple signals: established brand (The Ordinary), detailed product information, comprehensive ingredient lists, usage guidance, safety warnings, FAQs, awards, and transparent review system.
- Headline: Clear, direct product name that immediately communicates what the product is and its key benefit (exfoliating toner with 7% glycolic acid).
- Offer clarity: The gift-with-purchase offer is mentioned in small text ('Reusable Rounds Gift with a Glycolic Acid 7% Exfoliating Toner Purchase') but buried low on the page without visual prominence or urgency indicators.
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: Mobile layout appears cramped with small text, limited whitespace, and navigation elements that may be difficult to interact with on smaller screens; product images and details are stacked vertically in a way that could hinder browsing.
Full breakdown
Primary CTA is 'Add to Bag' which is functional but generic and doesn't reinforce the promotional gift-with-purchase offer 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 multiple signals: established brand (The Ordinary), detailed product information, comprehensive ingredient lists, usage guidance, safety warnings, FAQs, awards, and transparent review system.
Mobile layout appears cramped with small text, limited whitespace, and navigation elements that may be difficult to interact with on smaller screens; product images and details are stacked vertically in a way that could hinder browsing.
Clear, direct product name that immediately communicates what the product is and its key benefit (exfoliating toner with 7% glycolic acid).
Strong social proof with 4.6-star rating (125+ reviews), 'BESTSELLER' badge, Beautycounter Skincare Awards badge, and multiple user testimonial images in 'See It In Action' section.
The page features the advertised toner and mentions the cotton rounds gift, but the promotional messaging and urgency are not prominently displayed to match the ad's 'Your Gift With Purchase' headline and limited-time offer.
The gift-with-purchase offer is mentioned in small text ('Reusable Rounds Gift with a Glycolic Acid 7% Exfoliating Toner Purchase') but buried low on the page without visual prominence or urgency indicators.
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