ILIA Beauty
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The ad
Formula so light, it feels like my lashes are bare! I love clean makeup ✨ Get your Limitless Lash Mascara @iliabeauty or at any @sephora store! 🤍 #iliabeauty #iliapartner
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.
- Trust signals9/10
- Social proof9/10
- Call to action8/10
- Offer clarity8/10
- Mobile experience7/10
- Headline7/10
- Message match7/10
Where it's weak
- Page speed5/10
Full breakdown
Call to action
8/10Primary CTA 'ADD TO BAG - $29' is prominent, high-contrast dark button; secondary CTAs for bundle and related products are also visible.
- Main 'ADD TO BAG - $29' button is large, dark, and high-contrast
- CTA is positioned after key product information and social proof
- Secondary CTAs for bundle ('Select Shades - $74.80') and related products are clear
- Button text could be more action-oriented (e.g., 'Buy Now' or 'Add to Cart' vs. 'ADD TO BAG')
Page speed
5/10PageSpeed score of 52 converts to approximately 5.2 on a 0-10 scale, indicating slow page load performance.
- PageSpeed score of 52 indicates significant performance issues
- Multiple high-resolution product images likely contribute to slow load times
- Video content embedded on page may impact initial load speed
Trust signals
9/10Strong trust signals throughout: Allure awards, 8,179 reviews with 4.6 stars, clinical study data, founder credibility, safety certifications (ophthalmologist-tested, cruelty-free), and detailed ingredient transparency.
- Two Allure 'Best of Beauty' award badges from 2019 and 2020
- 8,179 customer reviews with 4.6-star rating
- Founder quote with name attribution (Sasha) adds personal credibility
Mobile experience
7/10Layout appears responsive with stacked elements, readable text, and touch-friendly buttons; however, some sections may require horizontal scrolling or have cramped spacing on smaller screens.
- Product image is large and centered for mobile viewing
- Price and key product info are easily accessible at top
- CTA button appears to be appropriately sized for touch interaction
- Multiple product images in carousel may be difficult to navigate on small screens
- Shade/size selector options appear compact and may be hard to tap accurately
- Long description text may require excessive scrolling on mobile
Headline
7/10Headline 'Limitless Lash Mascara' is clear and product-focused, but lacks emotional appeal or benefit-driven language.
- Product name is clear and prominent
- 'NEW' badge signals freshness
- Positioned directly above product image for immediate recognition
- Headline is purely descriptive with no benefit or emotional hook
- Doesn't communicate the key differentiator (dual-sided wand) upfront
Social proof
9/10Extensive social proof throughout: 4.6 stars from 8,179 reviews, two Allure awards, founder quote, clinical study results (100%, 97%, 95%, 91% claims), and before/after imagery.
- 4.6-star rating with 8,179 reviews displayed prominently under headline
- Two red Allure 'Best of Beauty' award badges visible in product section
- Founder quote from Sasha explaining the dual-sided wand innovation
Message match
7/10Ad emphasizes 'formula so light, it feels like my lashes are bare' and 'clean makeup'; page focuses on dual-sided wand innovation and performance claims rather than the lightweight formula feel.
- Product is the same (Limitless Lash Mascara)
- Page mentions 'clean mascara' in the description and ingredients (organic shea butter, ethically sourced beeswax)
- Page emphasizes lash care ingredients and nourishment, aligning with 'clean' positioning
- Ad's key message about lightweight formula feeling 'bare' is not prominently featured on page
- Page leads with dual-sided wand and performance metrics rather than the lightweight feel
- Ad mentions Sephora availability, but page doesn't highlight retail partnerships
Offer clarity
8/10Price ($29), size (0.27 oz / 8g), and product name are clearly displayed; shade options and purchase options (one-time vs. subscription) are visible.
- Price prominently shown as $29 USD near the top
- Size clearly labeled as 0.27 oz / 8g
- Two purchase options clearly differentiated: one-time purchase ($29) and subscription ($26.10 with 10% savings)
- Bundle offer text is small and requires scrolling to understand the full value proposition
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61dVIDEOThis is my go-to everyday skin tint for my sensitive skin + it’s SPF! @iliabeauty #iliabeauty #iliapartner @sephora
52dVIDEOLimitless Lash in Brown
52dVIDEOSuper Serum Skin Tint SPF 40
47dVIDEOthe perfect mix of skincare and makeup in one easy step. shop the ilia beauty super serum skin tint on iliabeauty.com or at sephora! @iliabeauty #iliabeauty #iliapartner @sephora
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