Glossier
Facebook · Instagram · Audience Network · Video
The ad
You smell like vacation. Meet Glossier You Soie, a creamy solar blend that smells like salty skin at dusk.
Glossier You Soie
Shop nowThe funnel behind it
Offer: Eau de parfum, 50 ml or 8 ml options, with "Subscribe and save 10%" available
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 product page excels at emotional storytelling and visual presentation, with evocative imagery and a compelling narrative ("You smell like vacation") that perfectly matches the ad. Social proof is strong with 435 verified reviews averaging 4.4 stars, and trust signals include cruelty-free/vegan certification and detailed scent notes. However, the page suffers from extremely poor mobile performance (PAGESPEED_SCORE of 15 is critical), unclear pricing hierarchy between the primary "Add to bag" CTA and the competing "Engrave +$10" button, and the main CTA button lacks urgency or visual prominence. The offer itself is clear but buried beneath multiple competing elements and bundle options.
What this funnel does right. Steal these.
- Social proof9/10
- Message match9/10
- Trust signals8/10
- Headline8/10
- Offer clarity7/10
Where it's weak
- Mobile experience1/10
- Page speed2/10
- Call to action5/10
Full breakdown
Call to action
5/10Primary CTA 'Add to bag' is present but visually weak and competes with 'Engrave +$10' button; lacks urgency, color contrast, or prominence.
- Clear 'Add to bag' text is unambiguous in intent
- CTA is positioned in expected location (below price and options)
- Secondary 'Engrave' option provides personalization choice
- Button styling is muted (gray/neutral) with poor visual hierarchy against 'Engrave +$10' button
- No urgency language ('Shop now' from ad is replaced with generic 'Add to bag')
- Two equally-sized CTAs create decision paralysis; unclear which is primary
Page speed
2/10PAGESPEED_SCORE of 15 converts to approximately 1.5/10 on the 0-10 scale, indicating severe performance issues.
- PAGESPEED_SCORE of 15 is critically low (15/100 ≈ 1.5/10)
- Page will load very slowly, especially on mobile networks
- High likelihood of abandonment before page fully renders
Trust signals
8/10Strong trust signals including cruelty-free/vegan certification, detailed ingredient information, extensive verified reviews, and brand transparency about product philosophy.
- Cruelty-free, vegan certification clearly displayed
- 435 verified reviews with buyer verification badges build credibility
- Detailed scent notes, ingredients list, and product information available
- No visible security badges, SSL indicators, or payment security messaging in screenshots
- No money-back guarantee or return policy visible in product section
Mobile experience
1/10PAGESPEED_SCORE of 15 indicates catastrophic mobile performance; page is likely slow to load, unresponsive, and creates severe friction for mobile users (majority of traffic).
- Layout appears responsive with stacked elements visible in screenshots
- PAGESPEED_SCORE of 15 is critically poor (converted from 0-100 scale: 15/100 ≈ 1.5/10)
- Extremely slow load times will cause high bounce rates on mobile
- Poor performance directly impacts conversion rates and user experience
Headline
8/10The headline 'Glossier You Soie' is simple and direct, matching the ad exactly, though it lacks descriptive power on its own.
- Matches ad headline exactly for message consistency
- Clean, brand-forward presentation
- Positioned prominently at top of product details
- Generic product name alone doesn't convey the emotional benefit ('vacation' scent) from the ad
- No supporting subheadline to reinforce the ad's narrative
- Doesn't differentiate from other Glossier You variants visible on page
Social proof
9/10Strong social proof with 435 verified reviews, 4.4-star average rating, and multiple detailed customer testimonials praising the scent, with verified buyer badges and demographic details.
- 435 total reviews with 4.4 average rating displayed prominently in reviews section
- Multiple 5-star verified buyer reviews with detailed testimonials ('Best scent ever', 'actually insane', 'Best perfume EVER')
- Verified Buyer badges and customer details (location, skin type, age range) add credibility
Message match
9/10Excellent alignment between ad narrative and page content; the 'You smell like vacation' tagline appears verbatim in the product description, and the 'creamy solar blend' and 'salty skin at dusk' language is reinforced throughout.
- 'You smell like vacation' appears verbatim in product description section
- Descriptive language ('salty skin', 'warm, musky base') echoes ad's sensory narrative
- Hero imagery (woman holding bottle at sunset/beach) perfectly visualizes the 'vacation' concept from ad
Offer clarity
7/10The core offer (50ml or 8ml eau de parfum at $82 or implied lower price) is stated but pricing is somewhat obscured by competing CTAs and bundle options below.
- Size options clearly labeled (50 ml, 8 ml) with visual buttons
- Price displayed prominently ($82 for main option)
- Subscription option clearly separated with 'Details' link
- Multiple competing CTAs ('Add to bag' vs 'Engrave +$10') create confusion about primary offer
- Bundle sets below fragment attention from core product offer
- No clear indication of what the base price includes vs. add-ons
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