ILIA Beauty
Facebook · Instagram · Messenger · Video
The ad
Clean makeup + powerful skincare + mineral SPF. The skin tint that started it all—it’s (still) your best skin, bottled.
Super Serum Skin Tint SPF 30
Shop nowThe funnel behind it
Offer: Fill Your Bag With These Fan Favorites
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 Best Sellers collection page does well with strong visual presentation, extensive social proof through star ratings on every product, and clear product descriptions. However, it significantly underperforms on message match—the ad promotes the "Super Serum Skin Tint SPF 30" specifically, but the page shows a generic best-sellers grid with 30+ products, burying the advertised product among many others. The page lacks a clear primary CTA aligned to the ad offer, instead showing multiple "SELECT SHADE" buttons scattered throughout. Mobile experience appears functional but the page speed score of 55 is concerning for conversion. Trust elements are present through Allure badges and ratings, but the disconnect between ad promise and landing experience creates friction.
What this funnel does right. Steal these.
- Social proof: Every product displays 4-5 star ratings, multiple Allure award badges are visible, and customer reviews are prominently featured throughout the page.
- Trust signals: Multiple trust signals present including Allure award badges, 4-5 star ratings on all products, brand logo, and detailed product descriptions with benefits listed.
- Mobile experience: The layout appears responsive with stacked product cards visible in the screenshots, though the grid-based design may create navigation friction on smaller screens.
Where it's weak
- Page speed: PageSpeed score of 55 indicates poor performance, which will negatively impact mobile conversion rates and user experience.
- Message match: The ad specifically promotes 'Super Serum Skin Tint SPF 30' but the landing page is a generic best-sellers collection showing 30+ products with no hero focus on the advertised product.
- Call to action: CTAs are fragmented across the page with multiple 'SELECT SHADE,' 'CUSTOMIZE,' and 'ADD TO BAG' buttons rather than a single, prominent call-to-action aligned to the ad.
- Headline: The headline 'Best Sellers' is generic and doesn't match the ad's specific product focus on 'Super Serum Skin Tint SPF 30.'
Full breakdown
CTAs are fragmented across the page with multiple 'SELECT SHADE,' 'CUSTOMIZE,' and 'ADD TO BAG' buttons rather than a single, prominent call-to-action aligned to the ad.
PageSpeed score of 55 indicates poor performance, which will negatively impact mobile conversion rates and user experience.
Multiple trust signals present including Allure award badges, 4-5 star ratings on all products, brand logo, and detailed product descriptions with benefits listed.
The layout appears responsive with stacked product cards visible in the screenshots, though the grid-based design may create navigation friction on smaller screens.
The headline 'Best Sellers' is generic and doesn't match the ad's specific product focus on 'Super Serum Skin Tint SPF 30.'
Every product displays 4-5 star ratings, multiple Allure award badges are visible, and customer reviews are prominently featured throughout the page.
The ad specifically promotes 'Super Serum Skin Tint SPF 30' but the landing page is a generic best-sellers collection showing 30+ products with no hero focus on the advertised product.
The page shows a collection of best-sellers with individual product prices and descriptions, but lacks clarity on any specific promotional offer tied to the ad's featured product.
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