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 comprehensive product information, strong social proof (4.6-star rating with 125+ reviews, Beautycounter award, "BESTSELLER" badge), excellent trust signals (detailed ingredients, usage guidance, compatibility tools, FAQs), and clear offer presentation. However, it struggles significantly with page speed (37/100 PageSpeed score), lacks a prominent above-the-fold CTA button for the gift-with-purchase offer, and the primary CTA is generic "Shop now" rather than action-oriented around the limited-time promotion. The mobile experience appears functional but the slow load time undermines conversion potential.
What this funnel does right. Steal these.
- Trust signals: Excellent trust signals including detailed product descriptions, ingredient breakdowns, usage instructions, safety guidance, compatibility tools, FAQs, and multiple trust badges.
- Social proof: Strong social proof with 4.6-star rating (125+ reviews), 'BESTSELLER' badge, Beautycounter Skincare Award, and multiple user testimonial images in 'See It In Action' section.
- Headline: Clear, descriptive headline 'Glycolic Acid 7% Exfoliating Toner' immediately communicates the product and key benefit.
- Mobile experience: Mobile layout appears functional with readable text and accessible navigation, though the slow page speed (37/100) likely impacts mobile user experience significantly.
- Offer clarity: The gift-with-purchase offer (complimentary cotton rounds until July 31) is mentioned in the product description but lacks prominent above-the-fold visibility or urgency callout.
Where it's weak
- Page speed2/10
PageSpeed score of 37/100 indicates poor performance; slow load times will significantly harm conversion rates and user experience.
- Call to action5/10
Primary CTA is generic 'Shop now' without urgency or promotion-specific language; no prominent above-the-fold button highlighting the limited-time gift offer.
Full breakdown
Primary CTA is generic 'Shop now' without urgency or promotion-specific language; no prominent above-the-fold button highlighting the limited-time gift offer.
PageSpeed score of 37/100 indicates poor performance; slow load times will significantly harm conversion rates and user experience.
Excellent trust signals including detailed product descriptions, ingredient breakdowns, usage instructions, safety guidance, compatibility tools, FAQs, and multiple trust badges.
Mobile layout appears functional with readable text and accessible navigation, though the slow page speed (37/100) likely impacts mobile user experience significantly.
Clear, descriptive headline 'Glycolic Acid 7% Exfoliating Toner' immediately communicates the product and key benefit.
Strong social proof with 4.6-star rating (125+ reviews), 'BESTSELLER' badge, Beautycounter Skincare Award, and multiple user testimonial images in 'See It In Action' section.
Ad promises 'Your Gift With Purchase' and complimentary cotton rounds, but the landing page doesn't prominently feature this promotion above the fold or in the primary CTA.
The gift-with-purchase offer (complimentary cotton rounds until July 31) is mentioned in the product description but lacks prominent above-the-fold visibility or urgency callout.
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