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). The page excels in trust with established brand presence and detailed product information. However, it underperforms on mobile optimization (the layout appears cramped with small product cards), has a poor PageSpeed score of 53, and lacks a clear primary CTA—users must scroll through products and click individual "Add To Cart" buttons rather than a prominent conversion point. The offer clarity is good but could be stronger with a featured hero product or bundle recommendation.
What this funnel does right. Steal these.
- Social proof: Excellent social proof with 10 products displaying 4.1-4.8 star ratings and review counts ranging from 242 to 1076 reviews, building strong credibility.
- Message match: Perfect alignment between ad copy ('Clear Congested, Oily Skin') and page content—the category, description, and all products directly address congestion and pore concerns.
- Trust signals: Strong trust signals from The Ordinary brand reputation, detailed product descriptions, high review counts, and clear pricing; footer includes contact, privacy policy, and terms of use.
- Headline: The headline 'Signs of Congestion' is direct and matches the ad intent perfectly, though it's functional rather than compelling.
- Offer clarity: The category description clearly explains the purpose (address signs of congestion, enlarged pores) but lacks a featured offer, bundle, or discount to drive urgency.
Where it's weak
- Page speed: PageSpeed score of 53 indicates poor performance—likely slow image loading and rendering, which will increase bounce rates on mobile devices.
- Call to action: Multiple 'Add To Cart' buttons are scattered throughout the page, but there's no prominent primary CTA—users must scroll and choose a product rather than being guided to a single conversion action.
- Mobile experience: The product grid appears cramped on mobile with small product cards, limited whitespace, and navigation elements that may hinder usability on smaller screens.
Full breakdown
Multiple 'Add To Cart' buttons are scattered throughout the page, but there's no prominent primary CTA—users must scroll and choose a product rather than being guided to a single conversion action.
PageSpeed score of 53 indicates poor performance—likely slow image loading and rendering, which will increase bounce rates on mobile devices.
Strong trust signals from The Ordinary brand reputation, detailed product descriptions, high review counts, and clear pricing; footer includes contact, privacy policy, and terms of use.
The product grid appears cramped on mobile with small product cards, limited whitespace, and navigation elements that may hinder usability on smaller screens.
The headline 'Signs of Congestion' is direct and matches the ad intent perfectly, though it's functional rather than compelling.
Excellent social proof with 10 products displaying 4.1-4.8 star ratings and review counts ranging from 242 to 1076 reviews, building strong credibility.
Perfect alignment between ad copy ('Clear Congested, Oily Skin') and page content—the category, description, and all products directly address congestion and pore concerns.
The category description clearly explains the purpose (address signs of congestion, enlarged pores) but lacks a featured offer, bundle, or discount to drive urgency.
More ads from The Ordinary
View all →
Keep exploring
Data from the public Meta Ad Library. Funnelens is not affiliated with or endorsed by Meta. See data sources.