Rare Beauty
Facebook · Instagram · Messenger · Video
The ad
just me and this Rare Eau de Parfum–inspired mocktail all weekend long 😌
Rare Beauty by Selena Gomez
Shop nowThe funnel behind it
Offer: -30% sur une sélection de parfums non soldés
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 landing page excels at mobile optimization with a clean, vertical layout and prominent category navigation, but suffers from critical CRO weaknesses. The headline focuses on a generic -30% discount rather than the specific Rare Beauty product mentioned in the ad, creating poor message match. While the page displays strong social proof through product ratings (2230+ reviews) and multiple CTAs, the primary "Découvrir" buttons lack urgency and specificity. The page speed score of 40 is concerning for mobile conversion. Trust is established through Sephora's brand authority and detailed service information (returns, secure payment), but the disconnect between the ad's lifestyle narrative about a specific fragrance and the generic sales-focused landing page undermines conversion potential.
What this funnel does right. Steal these.
- Mobile experience: Excellent mobile optimization with vertical scrolling layout, large touch targets, clear category buttons, and responsive design throughout.
- Social proof: Strong social proof with product ratings (2230+ avis for one product, 2240+ for another) and multiple 'Best seller' and 'New' badges visible throughout.
- Trust signals: Strong trust signals from Sephora brand authority, detailed service information (returns, secure payment, Click & Collect), and comprehensive footer with legal links.
Where it's weak
- Message match: Poor alignment: the ad promotes a lifestyle narrative about Rare Beauty fragrance, but the landing page is a generic perfume sale hub with no specific mention of Rare Beauty in the headline or primary messaging.
- Page speed: PageSpeed score of 40 indicates poor performance; this will negatively impact mobile conversion rates and user experience.
- Headline: The headline emphasizes a generic discount rather than the Rare Beauty product or its unique value proposition from the ad.
- Call to action: Multiple 'Découvrir' buttons are present but lack urgency, specificity, or action-oriented language; they're generic rather than compelling.
Full breakdown
Multiple 'Découvrir' buttons are present but lack urgency, specificity, or action-oriented language; they're generic rather than compelling.
PageSpeed score of 40 indicates poor performance; this will negatively impact mobile conversion rates and user experience.
Strong trust signals from Sephora brand authority, detailed service information (returns, secure payment, Click & Collect), and comprehensive footer with legal links.
Excellent mobile optimization with vertical scrolling layout, large touch targets, clear category buttons, and responsive design throughout.
The headline emphasizes a generic discount rather than the Rare Beauty product or its unique value proposition from the ad.
Strong social proof with product ratings (2230+ avis for one product, 2240+ for another) and multiple 'Best seller' and 'New' badges visible throughout.
Poor alignment: the ad promotes a lifestyle narrative about Rare Beauty fragrance, but the landing page is a generic perfume sale hub with no specific mention of Rare Beauty in the headline or primary messaging.
The -30% discount is clearly stated but applies to a broad selection of unsold perfumes, not the specific Rare Beauty product advertised.
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Data from the public Meta Ad Library. Funnelens is not affiliated with or endorsed by Meta. See data sources.