ILIA Beauty
Facebook · Instagram · Messenger · Video
The ad
NEW: Our cult-favorite clean mascara now comes in a new brown shade. 👁️ Shop Limitless Lash in Before Dawn.
Limitless Lash in Brown
Shop nowThe funnel behind it
Offer: 15% Off Your First Purchase
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 does well on social proof (5,954 reviews, 5-star rating, 19 beauty awards mentioned) and trust signals (award-winning product, established since 2017). However, it suffers from poor message-to-ad fit: the ad promotes a new brown shade ("Before Dawn"), but the page headline focuses on generic reasons why the mascara is worth buying, with no mention of the new shade or color variant. The CTA button is vague ("Meet The Award-Winning Mascara") rather than action-oriented. Mobile optimization appears adequate but the page speed is critically slow (41/100), which will hurt conversion. The offer clarity is moderate—the 15% discount is visible but not prominently tied to the product being promoted.
What this funnel does right. Steal these.
- Social proof9/10
- Trust signals8/10
- Mobile experience7/10
Where it's weak
- Message match3/10
- Page speed4/10
- Headline4/10
- Call to action5/10
Full breakdown
Call to action
5/10The CTA button says 'Meet The Award-Winning Mascara' which is descriptive but not action-oriented or specific to the new shade.
- Button is visually prominent with contrasting tan/brown color
- Positioned logically after the product image
- Vague language ('Meet') rather than action-oriented ('Shop', 'Buy', 'Get')
- Does not reference the new brown shade or create urgency
- Does not match the ad's CTA ('Shop now')
Page speed
4/10PageSpeed score of 41/100 converts to approximately 4/10, indicating critically slow page load performance that will harm conversion rates.
- PageSpeed score of 41/100 is well below acceptable thresholds
- Slow load times will increase bounce rate and reduce conversions
- Mobile users especially impacted by poor speed performance
Trust signals
8/10Strong trust signals including 5-star rating, 5,954 reviews, 19 beauty awards, and established brand presence since 2017.
- 5-star rating with 5,954 reviews displayed prominently
- 19 beauty industry awards mentioned, including Allure Best of Beauty
- Long brand history (since 2017) establishes credibility
Mobile experience
7/10Layout appears responsive with centered content, readable text, and appropriately sized product image, though full mobile experience cannot be fully assessed from this desktop screenshot.
- Text is readable with good font sizing
- Product image is centered and prominent
- Button appears to be appropriately sized for touch interaction
- Cannot fully assess mobile responsiveness from desktop screenshot
Headline
4/10The headline promises '5 Reasons Why' but focuses on generic product hype rather than the specific new brown shade advertised.
- Clear, benefit-driven language ('Worth the Hype')
- Mentions the product name (Limitless Lash)
- Does not mention the new 'Before Dawn' brown shade from the ad
- Generic 'reasons why' approach doesn't match the ad's specific product launch angle
- Headline doesn't create urgency around the new color variant
Social proof
9/10Strong social proof with 5,954 five-star reviews displayed prominently, plus mention of 19 beauty industry awards and 20,000+ five-star reviews since 2017.
- 5,954 reviews with 5-star rating displayed directly under CTA
- 19 beauty industry awards mentioned (including Allure Best of Beauty)
- Established credibility: 'since its launch in 2017'
Message match
3/10Poor alignment: the ad promotes a new brown shade ('Before Dawn'), but the page headline and content focus on generic reasons to buy the mascara without mentioning the new color variant.
- Product name (Limitless Lash) matches between ad and page
- Ad emphasizes new brown shade; page ignores the color variant entirely
- Ad's specific product angle (new shade launch) not reflected in page headline
- Page content is generic product education, not a new-product announcement
Offer clarity
6/10A 15% first-purchase discount appears at the top, but it's not clearly connected to the Limitless Lash product or the new brown shade mentioned in the ad.
- 15% discount clearly stated in header banner
- Discount positioned above the fold
- No mention of which products qualify for the discount
- Discount not visually tied to the mascara being promoted
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