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: 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.
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 Sephora product page has moderate CRO effectiveness but suffers from critical performance issues and poor message-to-page alignment. The ad promises a specific product benefit (creamy multistick with natural flushed look), but the landing page doesn't immediately reinforce these selling points—instead showing generic Sephora categories and promotions. The 44 PageSpeed score is a major red flag that will cause abandonment. While mobile layout is responsive and trust signals are present (reviews, ratings, Sephora credibility), the page lacks urgency and product-specific benefit communication. The CTAs are generic 'Découvrir' buttons rather than action-oriented 'Shop now' messaging. Improvement priorities: (1) Fix page speed immediately, (2) Lead with product-specific benefits matching ad copy, (3) Strengthen primary CTA visibility and messaging, (4) Reduce friction to purchase.
What this funnel does right. Steal these.
- Mobile experience: Mobile layout is clean and responsive. Navigation is accessible with hamburger menu. Product images and CTAs are appropriately sized for mobile. Vertical scrolling is smooth. Good mobile UX overall, though some sections could be more compact.
- Trust signals: Sephora branding is strong and recognizable. Multiple trust signals present: customer reviews with ratings, Sephora Collection badge, clear return policy (14 days), secure payment options, and professional product photography. Cookie consent and privacy links visible. Established retailer credibility.
- 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. Trust badges and Sephora Collection branding provide credibility. Could be stronger with more prominent review aggregation.
- 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 44 is poor. Indicates significant performance issues on mobile. Slow load times will negatively impact conversion rates and user experience. Critical issue requiring optimization.
- Message match: Significant disconnect between ad messaging and landing page. Ad emphasizes 'creamy multistick' and 'natural flushed-from-within look,' but the product page doesn't lead with these benefits. Page shows general Sephora categories (Soldes, Skincare, Beauty Deals) rather than product-specific messaging. Poor alignment.
Full breakdown
Multiple 'Découvrir' (Discover) buttons throughout page, but primary CTA is not clearly 'Shop now' as specified in ad. CTAs are present but lack urgency or prominence. Button styling is consistent but not particularly compelling.
PageSpeed score of 44 is poor. Indicates significant performance issues on mobile. Slow load times will negatively impact conversion rates and user experience. Critical issue requiring optimization.
Sephora branding is strong and recognizable. Multiple trust signals present: customer reviews with ratings, Sephora Collection badge, clear return policy (14 days), secure payment options, and professional product photography. Cookie consent and privacy links visible. Established retailer credibility.
Mobile layout is clean and responsive. Navigation is accessible with hamburger menu. Product images and CTAs are appropriately sized for mobile. Vertical scrolling is smooth. Good mobile UX overall, though some sections could be more compact.
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. Trust badges and Sephora Collection branding provide credibility. Could be stronger with more prominent review aggregation.
Significant disconnect between ad messaging and landing page. Ad emphasizes 'creamy multistick' and 'natural flushed-from-within look,' but the product page doesn't lead with these benefits. Page shows general Sephora categories (Soldes, Skincare, Beauty Deals) rather than product-specific messaging. Poor alignment.
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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