The Ordinary
Facebook · Instagram · Messenger · Image
The ad
This daily use sunscreen is fragrance-free, lightweight, and blends into skin seamlessly without leaving a white cast.
UV Filters SPF 45 Serum.
Shop nowThe funnel behind it
Offer: Daily sun exposure can accelerate visible signs of aging and uneven skin tone. Our UV protection products help defend against harmful rays, supporting skin health while maintaining clarity and balance
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 clearly matching the ad's product (UV Filters SPF 45 Serum) with strong social proof (4.0/5 stars, 453 reviews) and a clean, minimalist design that aligns with The Ordinary's brand. However, it struggles with a weak primary CTA ("Add To Cart" is generic and not prominent), poor mobile experience (the layout appears cramped), slow page speed (51/100), and lacks trust signals like certifications or guarantees. The headline "UV Protection" is generic and doesn't reinforce the ad's key benefits (fragrance-free, lightweight, no white cast).
What this funnel does right. Steal these.
- Social proof: Strong 4.0/5 star rating with 453 reviews visible on the product card provides solid credibility for the specific product being advertised.
- Offer clarity: The product description clearly explains UV protection benefits, but doesn't highlight the ad's key differentiators like fragrance-free, lightweight formula, or lack of white cast.
Where it's weak
- Call to action: The 'Add To Cart' button is generic, not action-oriented, and appears below the fold on mobile; lacks urgency or benefit-driven language.
- Page speed: PageSpeed score of 51/100 indicates slow loading performance, which negatively impacts user experience and conversion rates.
- Mobile experience: The layout appears cramped on mobile with small text, limited whitespace, and the product card taking up significant vertical real estate before reaching the CTA.
- Headline: The headline 'UV Protection' is generic and category-level rather than product-specific; it doesn't reinforce the ad's messaging about the serum's lightweight, seamless formula.
Full breakdown
The 'Add To Cart' button is generic, not action-oriented, and appears below the fold on mobile; lacks urgency or benefit-driven language.
PageSpeed score of 51/100 indicates slow loading performance, which negatively impacts user experience and conversion rates.
The page includes product reviews and The Ordinary branding, but lacks trust signals like certifications, guarantees, return policies, or security badges visible in the screenshots.
The layout appears cramped on mobile with small text, limited whitespace, and the product card taking up significant vertical real estate before reaching the CTA.
The headline 'UV Protection' is generic and category-level rather than product-specific; it doesn't reinforce the ad's messaging about the serum's lightweight, seamless formula.
Strong 4.0/5 star rating with 453 reviews visible on the product card provides solid credibility for the specific product being advertised.
The page shows the correct product (UV Filters SPF 45 Serum) but the category page messaging doesn't emphasize the ad's specific claims about fragrance-free, lightweight, seamless blending, or no white cast.
The product description clearly explains UV protection benefits, but doesn't highlight the ad's key differentiators like fragrance-free, lightweight formula, or lack of white cast.
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