Rare Beauty
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The ad
Drench your lips in color with NEW Soft Pinch Lip Oil Stick—the best of a lip oil + gloss + lipstick all in one.
Soft Pinch Lip Oil Stick
Shop nowThe funnel behind it
Offer: A juicy 3-in-1 hybrid that treats like an oil, shines like a gloss, and delivers buildable color that's comfortable to wear for up to 12 hours.
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 excels at social proof with 142 reviews (4.7 stars), founder credibility via Selena Gomez's quote, and diverse skin-tone imagery showing real results. The offer is crystal clear—a 3-in-1 hybrid with specific benefits and 12-hour wear. However, the page suffers from severe performance issues (PageSpeed 33/100), which directly undermines conversion potential on mobile. The CTA is prominent and price-clear ($25), but the headline doesn't reinforce the key differentiator (3-in-1 benefit) that the ad emphasizes. Trust signals are strong (cruelty-free, dermatologist-tested, vegan badges), but slow load times and mobile optimization gaps create friction that likely outweighs these strengths.
What this funnel does right. Steal these.
- Social proof9/10
- Offer clarity9/10
- Call to action8/10
- Trust signals8/10
- Message match8/10
Where it's weak
- Page speed3/10
- Mobile experience4/10
Full breakdown
Call to action
8/10Primary CTA 'ADD TO CART • $25' is prominent, price-transparent, and uses action-oriented language in a high-contrast pink button.
- Clear price display ($25) directly in CTA button
- High-contrast pink button stands out against pale background
- Action verb 'ADD TO CART' is direct and unambiguous
- Button text doesn't match ad CTA ('Shop now' vs 'Add to Cart'—minor inconsistency)
Page speed
3/10PageSpeed score of 33/100 converts to approximately 3/10, indicating severe performance degradation that will significantly impact mobile conversions.
- PageSpeed 33/100 is critically slow—well below acceptable thresholds
- Mobile users will experience multi-second load delays
- Slow performance directly conflicts with high-intent ad traffic expecting instant page load
Trust signals
8/10Page displays multiple trust signals: 4.7-star rating, founder credibility, trust badges (Cruelty-Free, Paraben-Free, Vegan, Dermatologist Tested), and verified buyer reviews.
- Trust badges clearly visible: 'Cruelty Free', 'Paraben Free', 'Vegan', 'Dermatologist Tested', 'Suitable for Sensitive Skin'
- Founder Selena Gomez's personal quote and philosophy builds brand authority
- Verified buyer reviews with skin type, shade group, and age range details
- No visible security badges (SSL, payment security) in screenshots provided
Mobile experience
4/10Page layout appears mobile-responsive with stacked elements, but severe PageSpeed issues (33/100) indicate poor mobile performance and likely slow rendering.
- Vertical stacking of product image, shade selector, and CTA suggests mobile-first layout
- Touch-friendly button sizing for 'ADD TO CART'
- Expandable sections (Details, What's in it, How to use) reduce initial scroll burden
- PageSpeed score of 33/100 indicates critical mobile performance issues
- Slow load times will cause abandonment before page fully renders
- Multiple high-res product images likely unoptimized for mobile bandwidth
Headline
6/10The headline 'Soft Pinch Lip Oil Stick' is product-name focused but doesn't communicate the key 3-in-1 differentiator that the ad emphasizes.
- Clean, readable typography in burgundy serif font
- Positioned prominently above product image
- Fails to mention '3-in-1' or 'hybrid' benefit that ad highlights
- Generic product name without value proposition
- Doesn't differentiate from competitors or explain why this product matters
Social proof
9/10Page features 4.7-star rating with 142 reviews, founder Selena Gomez's testimonial with product philosophy quote, diverse skin-tone imagery, and verified buyer reviews with detailed feedback.
- 4.7 stars with 142 reviews prominently displayed under headline
- Founder credibility: Selena Gomez quote 'I wanted to create a lip product that feels as smooth as a lip oil, but still gives you real, juicy color in one swipe'
- Diverse skin-tone imagery showing product on multiple ethnicities in 'Why Selena Loves It' section
Message match
8/10Ad emphasizes '3-in-1 hybrid' and 'best of lip oil + gloss + lipstick' which is directly supported by page copy, though headline doesn't reinforce it.
- Ad's '3-in-1 hybrid' claim matches page description exactly
- Ad's 'lip oil + gloss + lipstick' benefit structure mirrors page's 'treats like an oil, shines like a gloss, and delivers buildable color'
- Product imagery and shade selection align with ad's color-focused messaging
- Page headline doesn't echo ad headline's emphasis on the 3-in-1 benefit
- Ad CTA 'Shop now' doesn't match page CTA 'Add to Cart'
Offer clarity
9/10The offer explicitly states '3-in-1 hybrid that treats like an oil, shines like a gloss, and delivers buildable color' with specific 12-hour wear claim.
- Detailed product description below hero image clearly explains the 3-in-1 benefit
- Specific claim: 'comfortable to wear for up to 12 hours'
- Shade selector (SHADE Wish, Bright Coral) shows customization upfront
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Data from the public Meta Ad Library. Funnelens is not affiliated with or endorsed by Meta. See data sources.