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 align with the "Clear Congested, Oily Skin" ad promise, and the product selection is highly relevant. Social proof is excellent with 10 results showing 4.1-4.8 star ratings and detailed benefit descriptions. However, the page suffers from poor speed (56 PageSpeed score), which significantly impacts user experience and conversion likelihood. The CTA is somewhat weak—"Add To Cart" appears on individual products rather than a prominent primary action, and there's no clear hero CTA above the fold. Trust elements are present (ratings, brand recognition) but could be stronger with guarantees or certifications. Mobile experience appears functional but not optimized for quick conversions.
What this funnel does right. Steal these.
- Social proof: Excellent social proof with all 10 products displaying 4.1-4.8 star ratings (882-1076 reviews), specific benefit claims like 'Clears Skin, Smooths, Brightens,' and a 'Bestseller' badge on one product.
- Message match: Strong alignment between ad promise ('Clear Congested, Oily Skin') and page content—all products are specifically formulated for congestion, enlarged pores, and oil control.
- Headline: The headline 'Signs of Congestion' is direct and descriptive, clearly communicating the category focus, though it could be more benefit-driven or action-oriented.
- Offer clarity: The offer is clearly stated: 'Targeted formulations to address signs of congestion, including enlarged pores and the factors that contribute to them,' with 10 specific products shown with clear pricing and benefits.
- Trust signals: Trust is established through brand recognition (The Ordinary), high star ratings, and review counts, but lacks explicit trust signals like guarantees, certifications, or security badges.
- Mobile experience: Mobile layout is functional with stacked product cards and accessible navigation, but the slow page speed (56) and distributed CTAs may hinder mobile conversion experience.
Where it's weak
- Page speed: PageSpeed score of 56 is significantly below the 90+ benchmark, indicating poor performance that will negatively impact bounce rate and conversion likelihood.
Full breakdown
Multiple 'Add To Cart' buttons are present but lack prominence or urgency; no hero CTA above the fold, and the primary action is distributed across product cards rather than consolidated.
PageSpeed score of 56 is significantly below the 90+ benchmark, indicating poor performance that will negatively impact bounce rate and conversion likelihood.
Trust is established through brand recognition (The Ordinary), high star ratings, and review counts, but lacks explicit trust signals like guarantees, certifications, or security badges.
Mobile layout is functional with stacked product cards and accessible navigation, but the slow page speed (56) and distributed CTAs may hinder mobile conversion experience.
The headline 'Signs of Congestion' is direct and descriptive, clearly communicating the category focus, though it could be more benefit-driven or action-oriented.
Excellent social proof with all 10 products displaying 4.1-4.8 star ratings (882-1076 reviews), specific benefit claims like 'Clears Skin, Smooths, Brightens,' and a 'Bestseller' badge on one product.
Strong alignment between ad promise ('Clear Congested, Oily Skin') and page content—all products are specifically formulated for congestion, enlarged pores, and oil control.
The offer is clearly stated: 'Targeted formulations to address signs of congestion, including enlarged pores and the factors that contribute to them,' with 10 specific products shown with clear pricing and benefits.
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