Tonal
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The ad
Increase range of motion and fluid movement with personalized reformer-like resistance and expert guidance from Coach Kristin McGee.
Introducing Pilates on Tonal
Learn moreThe funnel behind it
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.
What this funnel does right. Steal these.
- Message match8/10
- Offer clarity8/10
- Call to action7/10
- Trust signals7/10
- Mobile experience7/10
- Headline7/10
Where it's weak
- Page speed4/10
Full breakdown
Call to action
7/10Multiple CTAs present ('UNLOCK PILATES' in teal, 'EXPLORE ALL WORKOUTS', 'SEE EXERCISES', 'FIND A LOCATION NEAR YOU') with the primary 'UNLOCK PILATES' button being visually prominent and action-oriented.
- Primary CTA 'UNLOCK PILATES' uses high-contrast teal color that stands out against gray background
- Multiple CTAs throughout page give users multiple conversion opportunities
- Secondary CTA 'FIND A LOCATION NEAR YOU' addresses showroom visits, supporting the 'VISIT A SHOWROOM' header link
- CTA text 'UNLOCK PILATES' is somewhat vague—doesn't clearly indicate what happens next (sign up, start free trial, buy, etc.)
- Email signup form at bottom has weak CTA ('SUBMIT') with placeholder text 'Email address' that could be clearer
- No urgency or scarcity messaging on any CTA (e.g., 'limited time offer' mentioned in banner but not reinforced on CTAs)
Page speed
4/10PAGESPEED_SCORE of 35 converts to approximately 3.5 on 0-10 scale, indicating significant performance issues that will hurt user experience and conversions.
- PAGESPEED_SCORE of 35 is critically low, suggesting slow load times and poor Core Web Vitals
- Multiple high-resolution images throughout page (hero image, coach photos, product shots) likely contributing to slow performance
- Modal/popup overlay with bundle offer may be adding additional rendering overhead
Trust signals
7/10Page builds trust through expert credentials, specific product features, and brand association with Tonal, but lacks customer reviews and security/guarantee messaging.
- Expert coach credentials prominently displayed with detailed backgrounds (Kristin McGee's 20+ years experience, Katie Yip's academic credentials)
- Specific, technical product features explained ('personalized resistance that automatically micro-adjusts')
- Tonal branding and showroom availability ('Visit a Showroom' link) suggests established, physical business
- No customer testimonials or reviews visible on page
- No money-back guarantee, warranty, or risk-reversal messaging
- No security badges, certifications, or trust signals (SSL, privacy policy link is small at bottom of modal)
Mobile experience
7/10Page appears to be mobile-responsive with stacked layout, readable text, and touch-friendly button sizes, though some sections could be optimized for smaller screens.
- Text is readable and properly sized for mobile viewing
- CTA buttons appear to have adequate touch targets (teal buttons are substantial)
- Content flows vertically in a logical, scrollable sequence appropriate for mobile
- Hero image of woman on Pilates reformer may not scale optimally on very small screens
- Email signup form at bottom uses placeholder text instead of visible label, which can be problematic on mobile
- Modal/popup with accessories bundle offer may be difficult to close or navigate on mobile devices
Headline
7/10The main headline 'PILATES, REFORMED' is bold and memorable, but somewhat abstract and doesn't immediately convey the core benefit.
- 'PILATES, REFORMED' is visually prominent and distinctive
- Subheading clarifies: 'Introducing a totally reimagined Pilates experience powered by personalized, reformer-like resistance—only on Tonal'
- Clear differentiation from traditional Pilates
- Main headline is abstract and doesn't lead with the primary benefit (mobility, strength, etc.)
- Doesn't immediately answer 'why should I care' for someone unfamiliar with Tonal
Social proof
6/10Page includes expert coach bios (Kristin McGee, Katie Yip) with credentials and a testimonial quote, but lacks quantitative social proof like user reviews, ratings, or testimonials from actual customers.
- Expert coach profiles with detailed credentials: Kristin McGee described as 'celebrated fitness trainer' with 'two decades of experience'
- Katie Yip's background in Pilates entrepreneurship and academic credentials (MA in Exercise Physiology) shown
- Inspirational quote from Katie Yip about Pilates philosophy
- No customer reviews, ratings, or testimonials from actual Tonal users
- No usage statistics or adoption numbers (e.g., 'X thousand users have tried Pilates on Tonal')
- Expert coaches are presented but no indication of how many users they've helped or success stories
Message match
8/10Page content aligns well with ad messaging: ad emphasizes 'personalized reformer-like resistance' and 'expert guidance from Coach Kristin McGee', both of which are prominently featured on the page.
- Ad mentions 'personalized reformer-like resistance'—page leads with 'Personalized Resistance' as key differentiator
- Ad highlights 'Coach Kristin McGee'—she is featured prominently in 'Meet Our Expert Coaches' section with detailed bio
- Ad's focus on 'range of motion and fluid movement'—page emphasizes 'Level-Up Mobility' as first benefit pillar
- Ad CTA is 'Learn more' but page primary CTA is 'Unlock Pilates'—slight disconnect in call-to-action language
Offer clarity
8/10The offer is clearly stated: personalized Pilates experience with reformer-like resistance on Tonal, with specific benefits (mobility, core strength, muscle definition) laid out visually.
- Four distinct benefit pillars clearly labeled: 'Level-Up Mobility', 'Deepen Core Strength', 'Enhance Muscle Definition'
- Specific feature highlighted: 'Personalized Resistance' that 'automatically micro-adjusts as you get stronger'
- Clear product positioning: 'Pilates, Reformed' headline with explanation of the reimagined experience
- No pricing information visible anywhere on the page
- No clear statement of what hardware/subscription is required to access Pilates on Tonal
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64dCAROUSELTonal
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
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
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 🤍
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 🤍
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