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 focus with a dedicated UV Protection category page, featuring the advertised UV Filters SPF 45 Serum prominently with strong social proof (4.0/5 stars, 453 reviews). The product imagery is clean and professional. However, the page underperforms in several areas: the primary CTA is generic "Add To Cart" rather than action-oriented, the page headline "UV Protection" is category-level rather than product-specific, mobile optimization appears adequate but the overall page speed (57/100) is concerning for conversion, and trust signals beyond reviews are minimal. The message match is strong but the conversion path could be more streamlined.
What this funnel does right. Steal these.
- Message match: Excellent alignment between ad messaging (fragrance-free, lightweight, seamless blend, no white cast) and the product category focus on UV protection with the exact advertised product featured.
- Social proof: Strong social proof with 4.0/5 star rating from 453 reviews displayed prominently on the product card, plus a 'NEW' badge indicating freshness.
- Offer clarity: The product offer is clear with specific SPF 45 protection, size (60ml), price ($19.00 USD), and key benefits stated in the category description.
- Trust signals: Trust is established through the 453 verified reviews and 4-star rating, plus the recognizable The Ordinary brand, though additional trust signals like guarantees or certifications are absent.
- Mobile experience: Mobile layout appears functional with stacked elements and readable text, though the navigation and filter options could be more touch-optimized.
Where it's weak
- Page speed: PageSpeed score of 57/100 indicates below-average performance, likely causing friction in the conversion funnel on mobile devices.
- Call to action: The primary CTA 'Add To Cart' is generic and passive, lacking urgency or action-oriented language like 'Shop Now' from the ad.
Full breakdown
The primary CTA 'Add To Cart' is generic and passive, lacking urgency or action-oriented language like 'Shop Now' from the ad.
PageSpeed score of 57/100 indicates below-average performance, likely causing friction in the conversion funnel on mobile devices.
Trust is established through the 453 verified reviews and 4-star rating, plus the recognizable The Ordinary brand, though additional trust signals like guarantees or certifications are absent.
Mobile layout appears functional with stacked elements and readable text, though the navigation and filter options could be more touch-optimized.
The headline 'UV Protection' is category-level rather than product-specific, lacking the compelling product name or benefit-driven language from the ad.
Strong social proof with 4.0/5 star rating from 453 reviews displayed prominently on the product card, plus a 'NEW' badge indicating freshness.
Excellent alignment between ad messaging (fragrance-free, lightweight, seamless blend, no white cast) and the product category focus on UV protection with the exact advertised product featured.
The product offer is clear with specific SPF 45 protection, size (60ml), price ($19.00 USD), and key benefits stated in the category description.
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