Kosas
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The ad
Soulgazer Lengthening Mascara + Peptide Lash Serum & Soulgazer Eyeliner with Hyaluronic Acid, available at Sephora.
KOSAS AT SEPHORA
Shop nowThe funnel behind it
Offer: Soulgazer Lengthening Mascara + Peptide Lash Serum & Soulgazer Eyeliner with Hyaluronic Acid, available at Sephora
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 landing page has critical CRO issues. The ad promotes specific KOSAS beauty products with detailed benefits, but users land on a generic sign-in page with zero product visibility. This creates immediate friction and message mismatch. The page forces authentication before users can see products, which is a major conversion killer for cold traffic. Combined with a poor PageSpeed score (35), slow load times will compound abandonment. The sign-in page lacks any product imagery, offer details, or incentive to proceed. Best practice would be to land users directly on the KOSAS product collection or specific product pages, potentially with a 'Shop as Guest' option.
What this funnel does right. Steal these.
- Mobile experience: Mobile layout is clean and functional with properly sized input fields and buttons. Good vertical spacing and readable text
Where it's weak
- Page speed: PageSpeed score of 35 is poor. Slow load times will increase bounce rate and negatively impact conversion
- Social proof: No visible social proof, reviews, ratings, testimonials, or user-generated content on this sign-in page
- Message match: Severe mismatch: Ad promotes specific KOSAS products with benefits (lengthening, peptides, hyaluronic acid) but landing page is a generic sign-in screen with no product visibility or offer details
- Offer clarity: Ad mentions specific KOSAS products (Soulgazer Mascara, Peptide Lash Serum, Eyeliner) but landing page is a generic search results page with no visible product focus or special offer details
- Headline: Headline 'KOSAS AT SEPHORA' is generic and doesn't communicate value proposition or urgency. Doesn't match the specific product messaging in ad text
- Call to action: 'Sign In' button is prominent but doesn't match ad CTA of 'Shop now'. Creates friction by requiring authentication before browsing products
Full breakdown
'Sign In' button is prominent but doesn't match ad CTA of 'Shop now'. Creates friction by requiring authentication before browsing products
PageSpeed score of 35 is poor. Slow load times will increase bounce rate and negatively impact conversion
Sephora is a trusted brand. Legal links (Terms of Use, Privacy Policy) are present. However, sign-in requirement before browsing may create hesitation for new users
Mobile layout is clean and functional with properly sized input fields and buttons. Good vertical spacing and readable text
Headline 'KOSAS AT SEPHORA' is generic and doesn't communicate value proposition or urgency. Doesn't match the specific product messaging in ad text
No visible social proof, reviews, ratings, testimonials, or user-generated content on this sign-in page
Severe mismatch: Ad promotes specific KOSAS products with benefits (lengthening, peptides, hyaluronic acid) but landing page is a generic sign-in screen with no product visibility or offer details
Ad mentions specific KOSAS products (Soulgazer Mascara, Peptide Lash Serum, Eyeliner) but landing page is a generic search results page with no visible product focus or special offer details
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