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: SAVE 15% BY BUYING THESE ITEMS TOGETHER
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 on offer clarity with explicit bundle savings (15% discount) and clear scent descriptions. The headline is straightforward but generic. Social proof is present with a 5-star review visible. However, the page suffers from poor mobile optimization with cramped layouts and small text, and critically slow performance (PageSpeed 16/100). The CTA is buried below fold and the message match to the ad is weak—the ad promises "build your own set" but the page shows a pre-configured bundle, not a customizable experience. Trust is moderate with brand presence but lacks security badges or additional reassurance.
What this funnel does right. Steal these.
- Offer clarity8/10
Where it's weak
- Page speed2/10
- Mobile experience3/10
- Message match3/10
- Call to action4/10
- Trust signals5/10
- Headline5/10
Full breakdown
Call to action
4/10Primary CTA 'Add to bag' is present but positioned below the fold, requiring scrolling to find it.
- Clear button text 'Add to bag' with contrasting styling
- CTA is buried below fold—not visible on initial page load
- No secondary CTAs or urgency messaging (e.g., 'Limited stock' or 'Add to bag now')
- Button styling doesn't stand out prominently from other interactive elements
Page speed
2/10PageSpeed score of 16/100 indicates critically poor performance; page will load very slowly on most connections.
- PageSpeed score of 16/100 is extremely poor
- Users will experience significant delays before page is interactive
- High bounce risk due to slow load times, especially on mobile
Trust signals
5/10Glossier brand presence and one customer review provide some trust, but lacking security badges, guarantees, or additional reassurance elements.
- Established Glossier brand logo visible in header
- Customer review with specific name and detailed testimonial
- Product descriptions include scent notes and impact statements
- No security badges, SSL indicators, or payment security messaging
- No money-back guarantee, return policy link, or satisfaction promise visible
- No additional trust signals like 'Trusted by X customers' or awards
Mobile experience
3/10Mobile layout is cramped with poor spacing, small text, and difficult-to-tap buttons; the page appears to be a desktop design squeezed onto mobile.
- Navigation menu is accessible via hamburger icon
- Product images are visible and centered
- Text is very small and difficult to read on mobile screens
- Buttons (YOU, SOIE, DOUX, FLEUR) are cramped and hard to tap accurately
- Excessive scrolling required to reach CTA; poor vertical spacing throughout
Headline
5/10The headline 'Fragrance Two Ways' is descriptive but lacks compelling benefit language or urgency.
- Clear and concise, immediately tells you it's a two-product bundle
- Generic and uninspiring—doesn't communicate the value proposition
- Doesn't match the ad promise of 'build your dream fragrance set'
- No benefit-driven language or emotional appeal
Social proof
6/10One 5-star review visible ('Compliment Getter') with detailed testimonial text, but limited quantity of proof elements.
- 5-star rating with customer name and detailed review text visible
- Review mentions specific benefit ('gets at least one compliment every time I wear it')
- Only one review shown—no indication of total review count or aggregate rating
- No customer photos or user-generated content
- No trust badges, certifications, or brand authority signals
Message match
3/10Significant mismatch: ad promises 'build your own set' and 'pieces you love most' but page shows a pre-configured bundle with fixed fragrance options.
- Page does offer fragrance customization through scent selection buttons (YOU, SOIE, DOUX, FLEUR)
- Ad says 'build your own set' but page presents a pre-made two-way bundle, not a customizable builder
- Ad emphasizes 'pieces you love most' but only two fragrances are offered in this bundle
- No clear indication that users can mix-and-match different products as the ad suggests
Offer clarity
8/10The bundle discount is explicitly stated as 'SAVE 15% BY BUYING THESE ITEMS TOGETHER' with clear pricing ($97 vs $144).
- 15% savings clearly labeled above the add-to-bag button
- Original and discounted prices shown side-by-side ($97 $144)
- Two fragrance options with scent notes listed (Pink Pepper, Iris, Ambrox and Rice Milk, Evening Jasmine, Ambrox)
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