Tatcha
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The ad
Introducing The Matcha Foam Cleanse 🫧Our new foaming gel cleanser that whisks away impurities.
Powerful on pores
Shop nowThe funnel behind it
Offer: Clarifying Gel Cleanser - $40 (or $36 with subscription)
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 product page excels at building trust and social proof with 463 verified reviews, detailed clinical results (96% improvements), high-quality lifestyle imagery, and comprehensive ingredient transparency. The page effectively communicates the product's benefits through multiple angles: benefits section, clinical results, how-to-use instructions, and ingredient storytelling. However, the page suffers from critical weaknesses: a dangerously slow PageSpeed score of 28 (well below acceptable standards), unclear primary CTA positioning on mobile, and the headline "The Matcha Foam Cleanse" doesn't directly match the ad's "Powerful on pores" messaging. The offer clarity is good but could be more prominent above the fold. The mobile experience appears functional but may be hampered by the severe speed issues.
What this funnel does right. Steal these.
- Trust signals: Strong trust signals including dermatologist testing, cruelty-free certification, detailed ingredient transparency, clinical study results with participant numbers, and authentic customer reviews with verified badges.
- Social proof: Exceptional social proof with 463 verified reviews, 5-star rating, clinical results showing 96% improvements, customer testimonials, and before/after imagery throughout the page.
- Offer clarity: Price ($40/$36 with subscription) and product type (Clarifying Gel Cleanser) are clearly stated early, though subscription savings could be more prominent.
- Call to action: The 'Add to Bag' CTA is clear and prominent with a black button, though it could be more action-oriented and the primary CTA positioning on mobile may be affected by page speed issues.
Where it's weak
- Page speed: PageSpeed score of 28 is critically poor and well below acceptable standards, indicating severe performance issues that will negatively impact user experience and conversions.
- Message match: The ad emphasizes 'Powerful on pores' and 'foaming gel cleanser' but the page headline focuses on 'The Matcha Foam Cleanse' without leading with the pore-clearing benefit until further down.
Full breakdown
The 'Add to Bag' CTA is clear and prominent with a black button, though it could be more action-oriented and the primary CTA positioning on mobile may be affected by page speed issues.
PageSpeed score of 28 is critically poor and well below acceptable standards, indicating severe performance issues that will negatively impact user experience and conversions.
Strong trust signals including dermatologist testing, cruelty-free certification, detailed ingredient transparency, clinical study results with participant numbers, and authentic customer reviews with verified badges.
The layout appears mobile-responsive with stacked elements and readable text, but the severe PageSpeed score of 28 likely creates significant mobile usability issues and slow interactions.
The headline 'The Matcha Foam Cleanse' is descriptive but generic and doesn't emphasize the key benefit of being 'powerful on pores' as the ad promises.
Exceptional social proof with 463 verified reviews, 5-star rating, clinical results showing 96% improvements, customer testimonials, and before/after imagery throughout the page.
The ad emphasizes 'Powerful on pores' and 'foaming gel cleanser' but the page headline focuses on 'The Matcha Foam Cleanse' without leading with the pore-clearing benefit until further down.
Price ($40/$36 with subscription) and product type (Clarifying Gel Cleanser) are clearly stated early, though subscription savings could be more prominent.
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