The Ordinary landing page teardown
The page at theordinary.com has been the destination of a The Ordinary Facebook ad for 50 days. We captured it and scored it 69/100 on the 8-point CRO checklist below.
Offer on the page: Targeted formulations to address signs of congestion, including enlarged pores and the factors that contribute to them
?What is a CRO score?
CRO stands for Conversion Rate Optimization: turning more of the visitors you already have into customers. This score (0 to 100) rates how well a landing page is built to convert, across 8 factors like offer, headline, speed, trust, and mobile. Read the full explainer →
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 page does well by delivering strong message match with the ad—the headline and description directly align with the "Clear Congested, Oily Skin" ad promise, and the product grid is highly relevant. Social proof is excellent with 10 products showing 4.1-4.8 star ratings and substantial review counts (242-1076 reviews). The mobile experience is clean and functional. However, the page suffers from critical weaknesses: the primary CTA is "Add To Cart" on individual products rather than a clear category-level conversion action, the PageSpeed score of 49 is poor and will hurt conversion rates, and trust signals are minimal (no brand badges, guarantees, or security indicators visible). The offer clarity is good but could be stronger with explicit benefit statements or pricing highlights.
What this page does right. Steal these.
- Social proof: Excellent social proof with 10 products displaying 4.1-4.8 star ratings and substantial review counts ranging from 242 to 1076 reviews, building strong credibility.
- Message match: Excellent alignment between ad and page—the ad's 'Clear Congested, Oily Skin' and 'targeted formulations' messaging directly matches the category headline and product descriptions.
- Mobile experience: The mobile layout is clean and functional with readable product cards, filters, and sort options, though the narrow viewport may require scrolling for full product details.
- Headline: The headline 'Signs of Congestion' is clear and directly matches the ad, though it's descriptive rather than benefit-driven or compelling.
- Offer clarity: The category description clearly explains the purpose (address signs of congestion, enlarged pores) but lacks specific benefit statements or pricing transparency for the category as a whole.
Where it leaks conversions
- Page speed: PageSpeed score of 49 is poor and significantly below the 75+ threshold for good performance, likely causing slow load times and high bounce rates.
- Trust signals: Trust is moderate—while product ratings provide credibility, the page lacks visible security badges, brand guarantees, return policies, or other trust indicators in the visible sections.
Full breakdown
The primary CTA is 'Add To Cart' on individual products, which is weak for a category page; a stronger category-level CTA or 'Shop Now' button would better match the ad's 'Shop now' promise.
PageSpeed score of 49 is poor and significantly below the 75+ threshold for good performance, likely causing slow load times and high bounce rates.
Trust is moderate—while product ratings provide credibility, the page lacks visible security badges, brand guarantees, return policies, or other trust indicators in the visible sections.
The mobile layout is clean and functional with readable product cards, filters, and sort options, though the narrow viewport may require scrolling for full product details.
The headline 'Signs of Congestion' is clear and directly matches the ad, though it's descriptive rather than benefit-driven or compelling.
Excellent social proof with 10 products displaying 4.1-4.8 star ratings and substantial review counts ranging from 242 to 1076 reviews, building strong credibility.
Excellent alignment between ad and page—the ad's 'Clear Congested, Oily Skin' and 'targeted formulations' messaging directly matches the category headline and product descriptions.
The category description clearly explains the purpose (address signs of congestion, enlarged pores) but lacks specific benefit statements or pricing transparency for the category as a whole.
Keep exploring
Captured from the public page at theordinary.com; ad data from the public Meta Ad Library. Funnelens is not affiliated with The Ordinary or Meta. See data sources.