Kosas
Facebook · Instagram · Messenger · Video
The ad
New from Kosas: A creamy multistick for cheeks and lips that glides on, melts into skin, and builds a natural flushed-from-within look that lasts all day.
NEW Impressionist Multistick
Shop nowThe funnel behind it
Offer: Creamy multistick for cheeks and lips that glides on, melts into skin, and builds a natural flushed-from-within look that lasts all day
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 landing page suffers from a critical message-match failure. The ad promotes a specific Kosas Impressionist Multistick product with detailed benefits, but users land on Sephora's generic homepage rather than the product page. While the page has strong mobile design and Sephora's brand trust carries weight, the slow PageSpeed score (48) is a major conversion killer. The page lacks a prominent, benefit-driven headline that echoes the ad copy. Multiple scattered CTAs dilute focus. Social proof exists but isn't leveraged strategically above the fold. The homepage approach may work for brand awareness but fails for direct-response performance. Recommendation: Ensure ad links directly to the product page with prominent product imagery, detailed benefits matching the ad copy, and a clear primary CTA.
What this funnel does right. Steal these.
- Mobile experience: Mobile layout is clean and responsive. Navigation is accessible, product cards stack vertically, text is readable. Touch-friendly button sizes. Good mobile UX overall with proper spacing and hierarchy.
- Trust signals: Sephora brand trust is strong. Multiple trust signals present: customer reviews with ratings, Sephora Collection branding, secure payment options mentioned (paiements sécurisés), return policy (14 days), click & collect option. Cookie transparency and privacy links visible. However, no product-specific trust indicators on this generic homepage.
- Social proof: Multiple product reviews visible (5-star ratings with review counts: 17 avis, 6 avis, 56 avis, 42 avis). Customer testimonials present but not prominently featured above fold. Trust badges and Sephora Collection endorsement visible lower on page.
- Offer clarity: Product benefits are clear (creamy multistick, cheeks/lips, natural flushed look, all-day wear), but the landing page doesn't prominently feature the specific Kosas Impressionist Multistick product details above the fold. Product visibility is delayed.
Where it's weak
- Page speed: PageSpeed score of 48 is poor. Indicates slow loading times, which negatively impacts conversion rates. Mobile performance is particularly concerning for beauty e-commerce where visual product presentation is critical.
- Message match: Ad emphasizes Kosas Impressionist Multistick with specific benefits (creamy, melts into skin, natural flushed look). Landing page shows generic Sephora homepage with multiple product categories and promotions. Poor alignment—user lands on homepage rather than product-specific page.
Full breakdown
Multiple CTAs present ('Découvrir' buttons, 'Shop now' equivalent), but they're scattered throughout the page rather than concentrated. Primary CTA lacks urgency or compelling copy. No prominent above-fold CTA button.
PageSpeed score of 48 is poor. Indicates slow loading times, which negatively impacts conversion rates. Mobile performance is particularly concerning for beauty e-commerce where visual product presentation is critical.
Sephora brand trust is strong. Multiple trust signals present: customer reviews with ratings, Sephora Collection branding, secure payment options mentioned (paiements sécurisés), return policy (14 days), click & collect option. Cookie transparency and privacy links visible. However, no product-specific trust indicators on this generic homepage.
Mobile layout is clean and responsive. Navigation is accessible, product cards stack vertically, text is readable. Touch-friendly button sizes. Good mobile UX overall with proper spacing and hierarchy.
Headline 'NEW Impressionist Multistick' is straightforward but generic. Lacks emotional appeal or benefit-driven language. Doesn't communicate the key selling points from the ad (creamy texture, multistick functionality, natural flush effect).
Multiple product reviews visible (5-star ratings with review counts: 17 avis, 6 avis, 56 avis, 42 avis). Customer testimonials present but not prominently featured above fold. Trust badges and Sephora Collection endorsement visible lower on page.
Ad emphasizes Kosas Impressionist Multistick with specific benefits (creamy, melts into skin, natural flushed look). Landing page shows generic Sephora homepage with multiple product categories and promotions. Poor alignment—user lands on homepage rather than product-specific page.
Product benefits are clear (creamy multistick, cheeks/lips, natural flushed look, all-day wear), but the landing page doesn't prominently feature the specific Kosas Impressionist Multistick product details above the fold. Product visibility is delayed.
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