ILIA Beauty
Facebook · Instagram · Messenger · Video
The ad
A serum AND a sun screen, ILIA’s new Sun Serum Mineral Sunscreen SPF 50 is finally here @iliabeauty #iliabeauty #iliapartner @sephora 🌞🌞🌞
Shop nowThe funnel behind it
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.
What this funnel does right. Steal these.
- Social proof9/10
- Message match9/10
- Call to action8/10
- Trust signals8/10
- Offer clarity8/10
- Mobile experience7/10
- Headline7/10
Where it's weak
- Page speed4/10
Full breakdown
Call to action
8/10Primary CTA 'ADD TO BAG - $40' is clear and action-oriented with price, though it appears only once in the visible sections and could be more prominent.
- Clear, action-oriented button text 'ADD TO BAG' with price displayed
- High contrast dark button stands out against light background
- Multiple secondary CTAs throughout ('Select Shade - $40', 'Select Shade - $32', 'Add to Bag - $58') guide users deeper
- Primary CTA appears only once in the visible portion; users must scroll to find it again
- No urgency language (e.g., 'Limited stock' or 'Add to Bag Now')
Page speed
4/10PAGESPEED_SCORE of 38 converts to approximately 3.8/10, indicating significant performance issues that will hurt conversion.
- PAGESPEED_SCORE of 38 indicates slow loading (converts to ~3.8/10)
- Multiple high-resolution product images likely causing load delays
- Video content in testimonial sections may impact performance
Trust signals
8/10Strong trust signals: established brand (ILIA), clinical studies cited, founder credibility, detailed ingredient transparency, sustainability messaging, and multiple user testimonials.
- Clinical study details provided: '53 people immediately, after 12 hours, 21-day instrumental study'
- Detailed ingredient explanations (Hyaluronic Acid, Skin-Balancing Botanicals, Barrier-Boosting Sugars, Zinc Oxide)
- Sustainability section: 'Recycle or Repurpose' with clear instructions and Pact partnership
- No visible security badges or trust seals (SSL, payment security) in visible sections
Mobile experience
7/10Mobile layout is functional with stacked elements and readable text, but some spacing and touch-target optimization could be improved.
- Product images are large and clear on mobile
- Text is readable with good font sizes
- Navigation menu is accessible via hamburger icon
- Multiple CTAs with different prices could confuse mobile users about which to tap
- Shade selector and subscription toggle require careful tapping on small screens
- Bundle section requires horizontal scrolling or clicking to see full details
Headline
7/10Headline 'Sun Serum Mineral Sunscreen SPF 50' is descriptive but generic, lacking emotional appeal or unique positioning.
- Clear product name with SPF rating immediately visible
- 'NEW' badge signals freshness and urgency
- Straightforward, easy to understand
- No benefit-driven language (e.g., 'water-burst texture' or 'weightless protection' not in headline)
- Reads as product specification rather than compelling benefit
- Doesn't differentiate from competitor sunscreens
Social proof
9/10Strong social proof throughout: 4.6 stars from 901 reviews, clinical results (100% said lightweight, 100% hydrates, 98% controls shine), founder quote, and multiple user testimonial images.
- 4.6-star rating with 901 reviews clickable link, displayed prominently under product name
- Clinical results section with specific percentages (100%, 100%, 98%) and study details
- Founder's quote from Sasha adds credibility and personal touch
Message match
9/10Excellent alignment between ad and page: ad emphasizes 'serum AND sunscreen' and page leads with this dual benefit throughout, positioning it as a hybrid product with serum-like texture and SPF protection.
- Ad's 'serum AND sunscreen' positioning directly reflected in 'Why We Love It' section: 'Feels like a serum, works like SPF'
- Product description emphasizes weightless, water-burst formula matching ad's implied benefit
- Clinical results and ingredient benefits (Hyaluronic Acid, Skin-Balancing Botanicals) support serum positioning
Offer clarity
8/10The offer is clearly presented: $40 one-time purchase or $36 with subscription (save 10% + free shipping), with two shade options visible.
- Dual pricing options clearly labeled ($40 one-time vs $36 subscription)
- Subscription savings explicitly stated: 'Save 10% + Free Shipping'
- Bundle offer prominently displayed: 'BUNDLE + SAVE 15%' with product image
- Subscription frequency ('1 MONTHS') uses unclear abbreviation instead of 'month'
- Bundle pricing ($89.25) requires clicking to see full details
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Data from the public Meta Ad Library. Funnelens is not affiliated with or endorsed by Meta. See data sources.