ILIA Beauty
Facebook · Instagram · Messenger · Video
The ad
Shop skincare-powered makeup. This superpowered skin tint combines makeup, skincare, and SPF into one seamless step.✨
Super Serum Skin Tint SPF 40
Shop nowThe funnel behind it
Offer: $48 USD
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 page excels at social proof with 15,861 reviews (4.5 stars), multiple awards (Allure, Byrdie, 1% for the Planet), and extensive clinical results showing 100% efficacy claims. The product imagery is strong with before/after shots and detailed ingredient breakdowns. However, the page suffers from poor mobile optimization—the layout appears cramped with small text and navigation elements that don't scale well. The headline is straightforward but generic, and the CTA button ("ADD TO BAG") lacks urgency or persuasive language. Page speed is critically slow (44/100), which will hurt conversion rates significantly. The offer clarity is good with clear pricing and multiple purchase options (one-time vs. subscription), but the overall experience feels cluttered with too many competing elements below the fold.
What this funnel does right. Steal these.
- Social proof9/10
- Trust signals8/10
- Offer clarity8/10
- Message match7/10
Where it's weak
- Page speed4/10
- Mobile experience4/10
Full breakdown
Call to action
6/10Primary CTA 'ADD TO BAG - $48' is visible and functional but lacks persuasive language, urgency, or emotional appeal.
- CTA button is prominently placed and clearly visible
- Price is included in the button ($48), reducing friction
- High contrast dark button stands out against light background
- Generic 'ADD TO BAG' language lacks urgency or benefit-driven copy
- No action-oriented language like 'Shop Now' (from the ad) or 'Get Started'
- Button doesn't communicate the value proposition or time-sensitivity
Page speed
4/10PageSpeed score of 44/100 converts to approximately 4.4 on the 0-10 scale, indicating critically slow page load times that will significantly impact conversion rates.
- PageSpeed score of 44/100 is well below acceptable thresholds
- Slow load times will increase bounce rate and reduce conversions
- Multiple high-resolution product images and video content likely contributing to poor performance
Trust signals
8/10Strong trust signals throughout: award badges, extensive reviews, clinical study results, founder's note, ingredient transparency, sustainability messaging (1% for the Planet, recycling program), and clear return/shipping policies.
- Multiple third-party awards (Allure, Byrdie) visible in hero section
- 15,861 reviews with 4.5-star rating builds credibility
- Detailed ingredient explanations with benefits (Niacinamide, Hyaluronic Acid, Allantoin, Plant-Based Squalane)
- Small asterisks on clinical claims (*In a consumer perception study of 50 people) may reduce trust if not fully visible
Mobile experience
4/10Mobile experience appears cramped with small text, navigation elements that don't scale well, and a layout that doesn't adapt effectively to smaller screens.
- Menu icon (hamburger) is present for mobile navigation
- Product images are visible and appear to scale
- Text appears small and difficult to read on mobile screens
- Navigation bar with multiple options (BESTSELLERS, ALL, SETS, FIND MY SHADE) takes up significant space
- Color swatch grid with 30+ shade options is overwhelming on mobile and difficult to navigate
Headline
6/10The headline 'Super Serum Skin Tint SPF 40' is descriptive but lacks emotional appeal or benefit-driven language.
- Clearly identifies the product name and key feature (SPF 40)
- Matches the ad headline exactly, ensuring message consistency
- Generic product name without benefit statement or emotional hook
- Doesn't communicate the 'skincare-powered makeup' angle from the ad
- No urgency or compelling reason to buy now
Social proof
9/10Extensive social proof throughout: 15,861 reviews with 4.5-star rating, Allure award, Byrdie 2020 award, 1% for the Planet certification, founder's note from Sasha, before/after imagery, clinical results (100% claims), and user testimonial photos at bottom.
- 15,861 reviews with 4.5-star rating displayed prominently under headline
- Three visible award badges (Allure, Byrdie, 1% for the Planet) in hero section
- Clinical results section showing 100% efficacy claims for moisture, texture, sensitivity, and redness
Message match
7/10The page aligns with the ad's core message about 'skincare-powered makeup' combining makeup, skincare, and SPF, but the headline doesn't emphasize this unique positioning.
- Product description mentions 'Makeup + skincare + SPF' in the description section
- Ad's emphasis on 'superpowered skin tint' is reflected in product benefits
- Clinical results and ingredient focus (Niacinamide, Hyaluronic Acid, Squalane) support skincare angle
- Main headline doesn't mention the skincare-powered makeup positioning from the ad
- Ad emphasizes 'seamless step' but page doesn't lead with this benefit
- The unique value proposition isn't immediately clear in the hero section
Offer clarity
8/10Price is clearly displayed ($48 USD) with two purchase options (one-time at $48 or subscription at $43.20 for 1-month intervals) and a bundle offer at $145.35.
- Clear $48 price point displayed prominently near top
- Two distinct purchase options with savings clearly labeled ($43.20 subscription vs $48 one-time)
- Bundle offer with specific price ($145.35) and description of what's included
- Multiple pricing tiers and options may create decision paralysis
- Bundle offer text is small and could be more prominent
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