The Ordinary
Facebook · Instagram · Messenger · Image
The ad
Until July 31, receive complimentary cotton rounds when you purchase our bestselling toner. T&Cs apply.
Your Gift With Purchase.
Shop nowThe funnel behind it
Offer: Until July 31, receive complimentary cotton rounds when you purchase our bestselling toner.
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 does well with strong social proof (4.6-star rating with 125+ reviews, Beautycounter award, bestseller badge), comprehensive product information, and excellent trust signals (detailed ingredients, usage guidance, compatibility tool, FAQs). However, it struggles with CTA clarity—the primary action is buried as "Add to Bag" rather than prominently featuring the gift-with-purchase offer mentioned in the ad. The page lacks urgency messaging about the July 31 deadline, and the gift offer isn't clearly highlighted above the fold. Mobile experience appears functional but dense. Page speed is poor at 51, which impacts user experience. The message match between ad and page is weak since the promotional offer isn't the hero of the page.
What this funnel does right. Steal these.
- Trust signals: Excellent trust signals including detailed product descriptions, ingredient breakdowns with explanations, usage guidance, safety warnings, compatibility tool, comprehensive FAQs, and multiple trust badges.
- Social proof: Strong social proof with 4.6-star rating (125+ reviews), 'Bestseller' badge, Beautycounter Skincare Awards badge, and multiple customer testimonial images in 'See It In Action' section.
- Headline: Clear, direct product name that immediately communicates what the product is and its key benefit (exfoliating toner with glycolic acid 7%).
- Mobile experience: Page appears responsive and navigable on mobile with stacked layout, though the dense information architecture and small text for the gift offer may reduce clarity on smaller screens.
Where it's weak
- Page speed: PageSpeed score of 51 indicates poor performance; slow load times can significantly impact conversion rates and user experience.
- Message match: Ad emphasizes 'Your Gift With Purchase' and the complimentary cotton rounds, but the page treats this as secondary information rather than the primary value proposition.
- Offer clarity: The gift-with-purchase offer is mentioned only in small text at the bottom ('Reusable Rounds Gift with a Glycolic Acid 7% Exfoliating Toner Purchase') and lacks prominence or urgency messaging about the July 31 deadline.
Full breakdown
Primary CTA is 'Add to Bag' which is standard but doesn't reinforce the promotional offer; the gift offer should be more prominent in the CTA messaging.
PageSpeed score of 51 indicates poor performance; slow load times can significantly impact conversion rates and user experience.
Excellent trust signals including detailed product descriptions, ingredient breakdowns with explanations, usage guidance, safety warnings, compatibility tool, comprehensive FAQs, and multiple trust badges.
Page appears responsive and navigable on mobile with stacked layout, though the dense information architecture and small text for the gift offer may reduce clarity on smaller screens.
Clear, direct product name that immediately communicates what the product is and its key benefit (exfoliating toner with glycolic acid 7%).
Strong social proof with 4.6-star rating (125+ reviews), 'Bestseller' badge, Beautycounter Skincare Awards badge, and multiple customer testimonial images in 'See It In Action' section.
Ad emphasizes 'Your Gift With Purchase' and the complimentary cotton rounds, but the page treats this as secondary information rather than the primary value proposition.
The gift-with-purchase offer is mentioned only in small text at the bottom ('Reusable Rounds Gift with a Glycolic Acid 7% Exfoliating Toner Purchase') and lacks prominence or urgency messaging about the July 31 deadline.
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