Tatcha
Facebook · Instagram · Audience Network · Video
The ad
Discover a new cleanser for combination and oily skin: The Matcha Foam Cleanse, crafted with Japanese ceremonial grade matcha extract.
New Foaming Gel Cleanser
Shop nowThe funnel behind it
Offer: Complimentary Shipping on all U.S. Domestic Orders
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 is a product collection page that does well on trust and social proof through consistent branding, bestseller badges, and multiple product options with clear pricing. However, it suffers significantly from poor message match with the ad (which promotes a specific new Matcha Foam Cleanser but the page is a generic shop-all collection), extremely slow page speed (27/100), and lacks a clear primary headline or offer that ties to the ad. The page is mobile-responsive but the generic collection layout doesn't reinforce the specific product advertised, creating friction between ad promise and landing experience.
What this funnel does right. Steal these.
- Trust signals7/10
- Mobile experience7/10
- Social proof7/10
Where it's weak
- Message match2/10
- Page speed3/10
- Headline3/10
- Call to action5/10
Full breakdown
Call to action
5/10The primary CTA 'Add to Bag' is present on every product but lacks urgency, prominence, or differentiation; it's a standard e-commerce button without compelling design or copy.
- Clear, consistent 'Add to Bag' button on every product
- Black button provides contrast against light backgrounds
- Multiple size/format options before adding to bag reduce friction
- Generic 'Add to Bag' copy lacks urgency or benefit language
- No prominent primary CTA for the page itself—only product-level CTAs
- No scarcity, urgency, or incentive messaging near CTAs
Page speed
3/10PageSpeed score of 27/100 indicates severe performance issues that will significantly impact user experience and conversion.
- PageSpeed score of 27/100 is critically slow
- High-resolution product images likely contribute to load time
- Multiple product cards and lazy-loading may not be optimized
Trust signals
7/10The page establishes trust through consistent professional branding, product photography, clear pricing, and bestseller indicators, though lacks explicit trust signals like reviews or security badges.
- Professional product photography with consistent styling
- Clear pricing with no hidden costs
- Established brand (Tatcha) with recognizable logo and design system
- No customer reviews, ratings, or testimonials visible
- No security badges, certifications, or trust indicators shown
- No 'About Us' or brand story visible on this collection page
Mobile experience
7/10The page appears responsive with touch-friendly buttons and readable text, though the grid layout may require scrolling through many products.
- Touch-friendly 'Add to Bag' buttons with adequate spacing
- Readable product names and prices on mobile viewport
- Responsive grid layout adapts to screen size
- Large number of products requires extensive scrolling on mobile
- Filter and sort options may be harder to access on small screens
- No mobile-specific CTA or sticky header visible in screenshots
Headline
3/10The main headline 'Shop All' is generic and provides no compelling reason to engage with the page.
- 'Shop All' is a generic category label, not a compelling headline
- No benefit-driven language or product focus
- Doesn't connect to the advertised Matcha Foam Cleanser at all
Social proof
7/10The page uses bestseller badges throughout and shows multiple product options, suggesting popularity and trust, though no explicit reviews or testimonials are visible.
- Bestseller badges on multiple products (Dewy Skin Cream, Rice Wash, Indigo Overnight Repair, etc.)
- Consistent branding and professional product photography
- Multiple product categories and price points suggest established brand with range
- No customer reviews, ratings, or testimonials visible
- No trust badges, certifications, or third-party validation shown
- No user-generated content or social proof beyond bestseller labels
Message match
2/10The ad promotes a specific new product (Matcha Foam Cleanser) but lands on a generic shop-all collection page, creating significant disconnect.
- The Matcha Foam Cleanser is visible on the page (labeled 'NEW')
- Page is from the correct brand (Tatcha)
- Ad headline 'New Foaming Gel Cleanser' doesn't match page headline 'Shop All'
- Ad focuses on one specific product; page shows 40+ products with no hierarchy
- Ad copy about 'combination and oily skin' benefit not reinforced on page
Offer clarity
6/10The page shows individual product offers with clear pricing and size options, but lacks a unified page-level offer beyond the generic shipping banner.
- Individual products show clear prices ($22-$198) and size/format options
- Bestseller badges indicate popular items
- Value sets show original vs. sale pricing (e.g., '$95 ($140 value)')
- No page-level offer or promotion beyond shipping
- Generic 'Shop All' headline doesn't communicate any specific value proposition
- Multiple competing offers (individual products, sets, rituals) without clear hierarchy
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