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: 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 landing page suffers from a critical message-match problem. The ad promotes a specific NEW product (Kosas Impressionist Multistick) with detailed benefits, but the page loads generic Sephora category content without prominently featuring the advertised product. The PageSpeed score of 48 is concerning and will hurt conversion rates. While the page is mobile-friendly and leverages Sephora's brand trust, the lack of product-specific messaging, weak headline reinforcement, and slow performance significantly undermine campaign effectiveness. The CTA is buried among multiple competing buttons rather than being the primary focus. Visitors arriving from the ad will experience friction finding the specific product and understanding why they should buy it.
What this funnel does right. Steal these.
- Mobile experience: Mobile layout is clean and responsive. Navigation is accessible, product categories are well-organized, and buttons are appropriately sized for touch. Layout adapts well to mobile viewport.
- Trust signals: Sephora is an established, trusted retailer. Security badges, return policy (14 days), free shipping info, and payment options are visible. However, no specific product certifications or ingredient transparency for the Impressionist Multistick are shown.
- Social proof: Star ratings visible on product bundles (5-star reviews with 17 and 6 avis shown). However, no specific reviews or testimonials for the Impressionist Multistick itself are visible in the screenshots. Social proof exists but is generic to category, not product-specific.
- 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 48 is poor. This indicates slow loading times that will negatively impact conversion rates, user experience, and SEO. Significant performance optimization needed.
- Message match: Significant disconnect: Ad emphasizes NEW Kosas Impressionist Multistick with specific product benefits, but landing page shows generic Sephora category content (Summer Vibes, lip dressing, CC Color Correcting, Chanel products). Product-specific messaging is absent from visible sections.
Full breakdown
Multiple 'Découvrir' (Discover) buttons present, but primary 'Shop now' CTA is not prominently featured above the fold. CTAs are scattered and lack urgency. Button styling is consistent but not particularly compelling.
PageSpeed score of 48 is poor. This indicates slow loading times that will negatively impact conversion rates, user experience, and SEO. Significant performance optimization needed.
Sephora is an established, trusted retailer. Security badges, return policy (14 days), free shipping info, and payment options are visible. However, no specific product certifications or ingredient transparency for the Impressionist Multistick are shown.
Mobile layout is clean and responsive. Navigation is accessible, product categories are well-organized, and buttons are appropriately sized for touch. Layout adapts well to mobile viewport.
Generic 'NEW Impressionist Multistick' headline lacks emotional appeal or benefit-driven language. Page shows 'Summer Vibes on Tour' and other category content instead of reinforcing the specific product headline from the ad.
Star ratings visible on product bundles (5-star reviews with 17 and 6 avis shown). However, no specific reviews or testimonials for the Impressionist Multistick itself are visible in the screenshots. Social proof exists but is generic to category, not product-specific.
Significant disconnect: Ad emphasizes NEW Kosas Impressionist Multistick with specific product benefits, but landing page shows generic Sephora category content (Summer Vibes, lip dressing, CC Color Correcting, Chanel products). Product-specific messaging is absent from visible sections.
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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