Glossier
Facebook · Instagram · Audience Network · Video
The ad
Build your own set with the pieces you love most. Fragrance and makeup, made your way.
Build your dream fragrance set
Shop nowThe funnel behind it
Offer: Get a free Applebaby Keychain when you buy the Balm Dotcom Quintet or Balm Dotcom Trial
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 at offering clear customization options with the "Mix + Match" bundle and detailed scent information, but struggles significantly with mobile responsiveness and page speed (36/100). The headline "Fragrance Two Ways" is generic and doesn't match the ad's promise to "build your dream fragrance set." Social proof exists but is minimal—only one review visible. The CTA is buried below the fold and lacks urgency. Trust signals are present (brand reputation, detailed product info) but the poor performance metrics and weak headline-to-ad alignment undermine conversion potential.
What this funnel does right. Steal these.
- Offer clarity7/10
Where it's weak
- Social proof3/10
- Message match3/10
- Page speed4/10
- Mobile experience4/10
- Headline4/10
- Call to action5/10
Full breakdown
Call to action
5/10The 'Add to bag' button is present but appears below the fold and lacks visual prominence or urgency messaging.
- Clear 'Add to bag' CTA button with price displayed ($97)
- Button is reasonably sized and clickable
- CTA is positioned low on the page, requiring significant scrolling to reach
- No urgency language (e.g., 'Limited time', 'Only X left')
- Button styling is understated—doesn't stand out against the gray background
Page speed
4/10PageSpeed score of 36/100 indicates severe performance issues that will negatively impact user experience and conversion rates.
- PageSpeed score of 36/100 is critically low
- Slow load times will increase bounce rate, especially on mobile
- Poor performance undermines all other optimization efforts
Trust signals
6/10Glossier brand reputation and detailed product information build trust, but minimal social proof and poor page performance undermine credibility.
- Established Glossier brand with recognizable logo
- Detailed product descriptions including scent notes and ingredients
- Professional product photography and clean design aesthetic
- Only one customer review visible—insufficient social proof
- No security badges, guarantees, or return policy information visible
- Poor page speed (36/100) suggests technical issues that may concern users
Mobile experience
4/10Layout appears to stack vertically for mobile but lacks optimization—text is small, buttons may be hard to tap, and the overall experience feels cramped.
- Images appear to scale for mobile viewing
- Navigation menu is accessible via hamburger icon
- Text appears small and difficult to read on mobile screens
- Button sizing and spacing may not meet mobile touch targets (minimum 48x48px)
- Excessive scrolling required to reach CTA—poor mobile UX
Headline
4/10The headline 'Fragrance Two Ways' is vague and generic, failing to communicate the customization benefit promised in the ad.
- Headline is prominent and easy to read in large font
- Does not match ad headline 'Build your dream fragrance set'—no mention of customization or building
- Unclear what 'Two Ways' refers to without reading further
- Misses opportunity to emphasize personalization or choice
Social proof
3/10Only one customer review visible on the entire page with a 5-star rating and positive comment about the fragrance.
- One 5-star review from 'Compliment Getter' praising the fragrance as versatile and compliment-worthy
- Only a single review shown—no aggregate rating or review count visible
- No testimonials, influencer endorsements, or user-generated content
- No trust badges, certifications, or brand partnerships displayed
Message match
3/10Significant disconnect between ad promise ('Build your dream fragrance set') and page headline ('Fragrance Two Ways'), with limited customization messaging.
- Page does allow building a custom set by choosing two fragrances
- Scent selection options align with 'building' concept
- Ad headline 'Build your dream fragrance set' doesn't appear anywhere on the page
- Page headline 'Fragrance Two Ways' is generic and doesn't emphasize customization
- Ad primary text about 'pieces you love most' isn't reflected in page messaging
Offer clarity
7/10The customizable duo offer is clear with size options and scent descriptions, but the primary offer (fragrance set) competes with a secondary promotional offer at the top.
- Two fragrance options clearly displayed with size selections (50ml, 8ml)
- Detailed scent notes listed for each fragrance (Pink Pepper, Iris, Ambrox; Rice Milk, Evening Jasmine, Ambrox)
- Price clearly shown ($97, reduced from $114)
- Top banner promotes unrelated offer (free Applebaby Keychain with Balm Dotcom purchase) that distracts from main product
- No clear explanation of what 'Two Ways' means until scrolling
- Bundle discount messaging ('SAVE 15% BY BUYING THESE ITEMS TOGETHER') is small and easy to miss
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