Tonal
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The ad
Two years ago, Zach Schneider began training on Tonal. Since then, he’s rebuilt his strength, discipline, and commitment to his health, a transformation earned one rep at a time. “I’m grateful for the team behind Tonal. You didn’t just give me a machine—you gave me a system that met me where I was and helped me level up week after week.” Progress doesn’t wait for perfect conditions. It compounds through consistency, over time. Built with Tonal.
Tonal
Shop nowThe funnel behind it
Offer: Save $180* for a limited time
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 landing page excels at visual storytelling and trust-building through authentic coach profiles, member testimonials, and detailed product benefits. However, it suffers from critical performance issues (PageSpeed 33 is severely slow), a weak primary headline that doesn't convey the value proposition, and unclear offer details (the $180 savings lacks context on what's included or the original price). The page does well with social proof through member stories and expert coaches, but the CTA hierarchy is muddled with multiple competing buttons, and the mobile experience likely suffers from the slow load times and complex layout.
What this funnel does right. Steal these.
- Social proof8/10
- Trust signals7/10
Where it's weak
- Page speed3/10
- Mobile experience4/10
- Offer clarity4/10
- Call to action5/10
- Headline5/10
Full breakdown
Call to action
5/10Multiple CTAs compete for attention: 'SHOP NOW', 'EXPLORE TONAL', 'VISIT A SHOWROOM', 'EXPLORE SMART TECHNOLOGY', 'SEE OUR TRAINING PROGRAMS', 'GET PERSONALIZED TRAINING', 'MEET THE COACHES', and an email signup 'SUBMIT'.
- Primary 'SHOP NOW' button is dark/high contrast in hero section
- Secondary 'EXPLORE TONAL' button provides alternative path
- Too many competing CTAs dilute focus and confuse user intent
- Email capture modal interrupts page flow with its own CTA
- No clear hierarchy—multiple buttons have similar visual weight
Page speed
3/10PageSpeed score of 33 converts to approximately 3.3 on a 0-10 scale, indicating severe performance problems.
- PageSpeed 33 is critically slow—well below acceptable thresholds
- Multiple high-resolution images and videos likely unoptimized
- Heavy JavaScript and modal overlays add to load burden
Trust signals
7/10Page builds trust through named coaches with photos, specific member testimonials, HSA/FSA eligibility badge, and detailed product explanations, but lacks third-party validation.
- Named coach (Ash Wilking) with professional photo and detailed bio
- Member testimonial with specific quote and name (John S.)
- HSA/FSA eligible badge signals legitimacy and healthcare credibility
- No third-party reviews, ratings, or certifications visible
- No media logos or press mentions shown (section header visible but content cut off)
- No security badges, guarantees, or return policy mentioned
Mobile experience
4/10Mobile experience is likely compromised by the extremely slow PageSpeed score (33) and complex multi-section layout with many CTAs and overlapping content.
- Text appears readable in stacked mobile layout
- Hero image with overlay text is visible
- PageSpeed 33 indicates severe mobile performance issues—likely slow load, janky scrolling
- Multiple competing CTAs create navigation confusion on small screens
- Modal popup (accessories bundle offer) would be intrusive on mobile
Headline
5/10'The Ultimate Strength Training System' is generic and doesn't differentiate or convey the key benefit that makes Tonal unique.
- Large, bold typography makes it prominent
- Positioned above the fold with supporting hero image
- Generic descriptor that could apply to any gym equipment
- Doesn't mention smart technology, AI, or adaptive resistance—key differentiators
- Doesn't address the transformation/results angle from the ad copy
Social proof
8/10Page features multiple forms of social proof: named coach profiles (Ash Wilking), detailed member testimonial from John S., and a 'What Tonal Members Are Saying' section with video testimonials.
- Named coach with photo and detailed bio ('As an accomplished athlete, Coach Ash brings tough love and athletic expertise')
- Member testimonial with specific use case ('Tonal has endless options...very flexible and adaptive')
- Dedicated 'What Tonal Members Are Saying' section with carousel of member stories
- No star ratings or numerical review counts visible
- No press mentions or media logos shown in 'What the Press Is Saying' section (text cut off)
Message match
6/10Ad emphasizes personal transformation and consistency over time; page shows the system and benefits but doesn't prominently feature the transformation narrative or the specific 'Zach Schneider' story mentioned in the ad.
- Page shows real people using the system (coach and members)
- Messaging about 'progress' and 'consistency' aligns with ad theme
- System-based approach ('you gave me a system') matches page's product positioning
- No mention of Zach Schneider or his specific transformation story
- Ad focuses on personal journey; page focuses more on product features and benefits
- Missing the emotional 'gratitude for the team' angle from the ad
Offer clarity
4/10The offer mentions 'Save $180 for a limited time' but provides no context about what product, original price, or what's included in the deal.
- Expiration date clearly stated (09/07/26)
- Email signup incentive is specific ($495 value bundle or $100 upgrade option)
- $180 savings has no reference price or product context
- No clear explanation of what 'Tonal Rent' includes or costs
- Multiple offers shown (accessories bundle, membership) creating confusion about primary offer
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17dVIDEOhow has my body changed after 2 babies? 9 months postpartum and the biggest shift hasn't been physical. it's how i see it now. moving to take care of my body, not to fix it. grateful for @tonal for being part of that 🤍
17dVIDEOPilates instructor take 👀 I went into this curious but cautious. There are so many new “versions” of Pilates right now, and not all of them actually hold up when it comes to control and real strength What stood out to me with @tonal is the progression You still get the control Pilates is known for, but now you can actually adjust and track the resistance. So you know if you’re getting stronger, instead of just going off feel. And from a Pilates perspective, this actually feels closer to a tower than a reformer. The resistance is independent, not tied to a moving carriage, which changes how you control the movement. Reformer Pilates is still a staple for me, but if your goal is to build strength you can measure and progress over time, this is a really interesting way to do it at home. Questions? Ask me below👇🏼 ps: Tonal has a sale happening right now, $750 off on tonal.com Loops: @reformerloops x @tonal Fit: @splits59 x @tonal #TonalPartner #PowerProgress
17dVIDEOhow has my body changed after 2 babies? 9 months postpartum and the biggest shift hasn't been physical. it's how i see it now. moving to take care of my body, not to fix it. grateful for @tonal for being part of that 🤍
17dVIDEOBREAKING NEWS: I’m back in @tonal! My brand new program is packed with fun, fast, and furious 20-minute challenges full of energy! ⚡️ The right amount of intensity with a Quality of Life philosophy. I hope you’ll join me! Use my code TONYH for $500 OFF Get started by clicking the link in my bio! 💪🏻
17dIMAGEFeatured On T3
17dIMAGEAfter 1M Pounds Lifted, This Is My Verdict
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