Besque
Facebook · Instagram · Audience Network · Video
The ad
After 60, I stopped overcomplicating my skincare… and started choosing what actually works. This is my simple 2-step ritual for hydrated, nourished, healthy-looking skin: ✨ Step 1: Luxury Shower Oil: gently cleanses without stripping, leaving my skin soft and comfortable straight out of the shower. ✨ Step 2: Magic Body Oil: a blend of 7 cold-pressed botanical oils that melts in beautifully and keeps my skin supple, smooth, and glowing. No fillers. No heaviness. No chasing trends. Just clean, intentional ingredients that support my skin as it evolves. Sometimes the most powerful routine is the simplest one 🤍 > > . > > . . #magicbodyoil #skincareover50 #naturalskincare #cleanbeauty
Shop nowThe funnel behind it
Offer: Trinity of golden elixirs: Shower Oil (£45+), Magic Body Oil (£50-£100), Facial Serum (£49.99+). Free worldwide shipping. Ethically sourced, cold-pressed, natural ingredients.
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 is a solid luxury beauty e-commerce page with strong foundational trust signals and product clarity. However, it misses a critical CRO opportunity: the ad targets a specific demographic (60+) with a specific narrative (simplicity, 2-step ritual), but the landing page treats all visitors generically. The page doesn't reinforce the ad's age-inclusive positioning, doesn't bundle/highlight the 2-step ritual, and doesn't feature age-relevant social proof. The 'Alchemy of Beauty' headline is brand-focused rather than benefit/narrative-focused. PageSpeed at 63 is a drag on mobile conversions. The page would benefit from: (1) ad-specific landing variant emphasizing the 2-step ritual and simplicity angle, (2) age-inclusive testimonials, (3) bundle pricing for the shower oil + body oil combo, (4) faster image optimization, (5) benefit-driven CTA copy aligned to ad narrative.
What this funnel does right. Steal these.
- Trust signals: Strong: free worldwide shipping banner, 500k+ customers, consistent 5-star ratings, ethical sourcing claims, cold-pressed/natural positioning, clear contact info (London address, phone, email), payment method badges. Missing: money-back guarantee, certifications, or third-party validation.
- Mobile experience: Responsive layout, readable typography, accessible buttons. Product images stack vertically. Navigation clear. Minor: could optimize product card spacing for thumb-friendly interaction on smaller screens.
- Social proof: Strong: 500,000+ happy customers claim, 5-star ratings on all products shown, multiple product variants with consistent high ratings. Missing: customer testimonials, before/afters, or age-specific reviews that would reinforce ad's 60+ positioning.
- Offer clarity: Clear product trinity positioning (body oil, shower oil, facial serum). Pricing visible (£50-£100 range). Benefits stated but could be more specific about results/timelines.
- Call to action: Multiple CTAs present (add-to-cart buttons on each product). 'Shop now' is clear but generic. No urgency, scarcity, or benefit-driven CTA copy. Could leverage ad's simplicity angle ('Start Your 2-Step Ritual').
- Headline: Page headline 'The Alchemy of Beauty' is poetic but abstract. Doesn't directly match ad's age-specific angle (60+) or 2-step ritual positioning. Misses opportunity to reinforce ad narrative.
Full breakdown
Multiple CTAs present (add-to-cart buttons on each product). 'Shop now' is clear but generic. No urgency, scarcity, or benefit-driven CTA copy. Could leverage ad's simplicity angle ('Start Your 2-Step Ritual').
PageSpeed score of 63 is below ideal (70+). Acceptable but not optimized. Image-heavy product pages typically suffer; likely impacting conversion on mobile/slower connections.
Strong: free worldwide shipping banner, 500k+ customers, consistent 5-star ratings, ethical sourcing claims, cold-pressed/natural positioning, clear contact info (London address, phone, email), payment method badges. Missing: money-back guarantee, certifications, or third-party validation.
Responsive layout, readable typography, accessible buttons. Product images stack vertically. Navigation clear. Minor: could optimize product card spacing for thumb-friendly interaction on smaller screens.
Page headline 'The Alchemy of Beauty' is poetic but abstract. Doesn't directly match ad's age-specific angle (60+) or 2-step ritual positioning. Misses opportunity to reinforce ad narrative.
Strong: 500,000+ happy customers claim, 5-star ratings on all products shown, multiple product variants with consistent high ratings. Missing: customer testimonials, before/afters, or age-specific reviews that would reinforce ad's 60+ positioning.
Moderate disconnect. Ad emphasizes age 60+, simplicity, 2-step ritual, and clean ingredients. Page shows full product range without age-targeting, doesn't highlight the 2-step bundle, and focuses on ingredient alchemy rather than simplicity narrative. Missing bundle/ritual positioning.
Clear product trinity positioning (body oil, shower oil, facial serum). Pricing visible (£50-£100 range). Benefits stated but could be more specific about results/timelines.
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