The Ordinary landing page teardown
The page at theordinary.com has been the destination of a The Ordinary Facebook ad for 62 days. We captured it and scored it 66/100 on the 8-point CRO checklist below.
Offer on the page: Daily sun exposure can accelerate visible signs of aging and uneven skin tone. Our UV protection products help defend against harmful rays, supporting skin health while maintaining clarity and balance
?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 clearly matching the ad's product focus with a dedicated UV Protection category page, featuring the advertised UV Filters SPF 45 Serum prominently with strong social proof (4.0/5 stars, 453 reviews). The product imagery is clean and professional. However, the page underperforms in several areas: the primary CTA is generic "Add To Cart" rather than action-oriented, the page headline "UV Protection" is category-level rather than product-specific, mobile optimization appears adequate but the overall page speed (57/100) is concerning for conversion, and trust signals beyond reviews are minimal. The message match is strong but the conversion path could be more streamlined.
What this page does right. Steal these.
- Message match: Excellent alignment between ad messaging (fragrance-free, lightweight, seamless blend, no white cast) and the product category focus on UV protection with the exact advertised product featured.
- Social proof: Strong social proof with 4.0/5 star rating from 453 reviews displayed prominently on the product card, plus a 'NEW' badge indicating freshness.
- Offer clarity: The product offer is clear with specific SPF 45 protection, size (60ml), price ($19.00 USD), and key benefits stated in the category description.
- Trust signals: Trust is established through the 453 verified reviews and 4-star rating, plus the recognizable The Ordinary brand, though additional trust signals like guarantees or certifications are absent.
- Mobile experience: Mobile layout appears functional with stacked elements and readable text, though the navigation and filter options could be more touch-optimized.
Where it leaks conversions
- Page speed: PageSpeed score of 57/100 indicates below-average performance, likely causing friction in the conversion funnel on mobile devices.
- Call to action: The primary CTA 'Add To Cart' is generic and passive, lacking urgency or action-oriented language like 'Shop Now' from the ad.
Full breakdown
The primary CTA 'Add To Cart' is generic and passive, lacking urgency or action-oriented language like 'Shop Now' from the ad.
PageSpeed score of 57/100 indicates below-average performance, likely causing friction in the conversion funnel on mobile devices.
Trust is established through the 453 verified reviews and 4-star rating, plus the recognizable The Ordinary brand, though additional trust signals like guarantees or certifications are absent.
Mobile layout appears functional with stacked elements and readable text, though the navigation and filter options could be more touch-optimized.
The headline 'UV Protection' is category-level rather than product-specific, lacking the compelling product name or benefit-driven language from the ad.
Strong social proof with 4.0/5 star rating from 453 reviews displayed prominently on the product card, plus a 'NEW' badge indicating freshness.
Excellent alignment between ad messaging (fragrance-free, lightweight, seamless blend, no white cast) and the product category focus on UV protection with the exact advertised product featured.
The product offer is clear with specific SPF 45 protection, size (60ml), price ($19.00 USD), and key benefits stated in the category description.
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.