Brilliant Earth landing page teardown
The page at brilliantearth.com has been the destination of a Brilliant Earth Facebook ad for 416 days. We captured it and scored it 71/100 on the 8-point CRO checklist below.
Offer on the page: Shop Engagement Rings
?What is a CRO score?
CRO stands for Conversion Rate Optimization: turning more of the visitors you already have into customers. This score (0 to 100) rates how well a landing page is built to convert, across 8 factors like offer, headline, speed, trust, and mobile. Read the full explainer →
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.
What this page does right. Steal these.
- Call to action8/10
- Message match8/10
- Offer clarity8/10
- Trust signals7/10
- Mobile experience7/10
- Social proof7/10
Where it leaks conversions
- Page speed4/10
Full breakdown
Call to action
8/10Multiple clear CTAs throughout the page with consistent messaging ('Shop Now', 'Shop Engagement Rings') using contrasting button styling.
- Primary CTA 'Shop Engagement Rings' prominently placed above the fold in a gray button
- Secondary CTAs repeated throughout: 'Shop Now' appears multiple times in consistent button styling
- CTAs are action-oriented and specific to the product category
- Button color (gray) lacks strong contrast and urgency compared to typical high-converting CTA colors
- No sense of scarcity or urgency messaging on CTAs
Page speed
4/10PAGESPEED_SCORE of 41 converts to approximately 4/10, indicating significant performance issues that will hurt conversion rates.
- PAGESPEED_SCORE of 41 indicates poor loading performance
- Multiple high-resolution product images throughout page likely causing slow load times
- Extensive content sections and product grids may contribute to slow rendering
Trust signals
7/10Page establishes trust through customer reviews, 20-year company history, award-winning collections, and professional design, though lacks visible security badges or certifications.
- Customer testimonials with photos and 5-star ratings visible
- '20 Years of Diamond Leadership' section with credibility claim
- Professional, high-quality product photography and design
- No visible security badges, SSL certificates, or trust seals
- No mention of return policy, guarantees, or certifications (e.g., GIA, AGS) visible in screenshots
- Limited third-party validation or awards mentioned
Mobile experience
7/10Page appears mobile-responsive with stacked layout, readable text, and touch-friendly buttons, though some sections could be optimized for smaller screens.
- Vertical stacking of content appropriate for mobile viewing
- Large, readable typography throughout
- Touch-friendly button sizes for CTAs
- Product grid sections may require horizontal scrolling on smaller screens
- Some image-heavy sections could load slowly on mobile connections
- Cookie consent banner takes up significant screen real estate on mobile
Headline
6/10The headline 'Forever Yours' is emotionally evocative but vague and doesn't clearly communicate what the page offers or the specific value proposition.
- Emotionally resonant language that appeals to engagement ring buyers
- Positioned prominently above the fold with large, elegant typography
- Doesn't mention 'engagement rings' or any product specificity
- Doesn't differentiate from competitors or highlight unique selling points
- Generic phrase that could apply to many jewelry brands
Social proof
7/10Page includes customer reviews with 5-star ratings and testimonials, plus mentions of '20 Years of Diamond Leadership' and award-winning collections.
- Customer reviews section with 5-star ratings from named customers (Alexandra, Mike) with photos of rings on hands
- Testimonial text: 'This is absolutely the ring of my dreams and is very comfortable. I receive compliments on it regularly!'
- '20 Years of Diamond Leadership' section claiming innovation and boundary-pushing
- Only 2 visible customer reviews shown; limited quantity of social proof
- No mention of total number of reviews or aggregate rating
- No visible trust badges, certifications, or third-party validation
Message match
8/10Ad promises 'the perfect ring' and directs to shop engagement rings; page delivers exactly that with extensive engagement ring selection and customization options.
- Ad headline 'Shop Engagement Rings' matches page primary navigation and content
- Ad CTA 'Shop now' aligns with multiple page CTAs
- Ad primary text 'Stop searching and shop now' matches page's extensive shopping options
Offer clarity
8/10The page clearly presents engagement rings with multiple categories, styles, and price points visible (€1,400.00, €1,300.00), making the offer transparent.
- Specific product categories shown: 'Popular Engagement Rings', 'Shop Diamonds by Shape', 'Shop Engagement Rings By Style'
- Pricing displayed on featured products (€1,400.00 and €1,300.00)
- Multiple entry points to shop: 'Shop Engagement Rings', 'Shop Now', 'Shop Diamonds by Shape'
- No mention of customization options or 'Design Your Own' prominence until lower on page
- No clear indication of what makes these rings special or unique value proposition
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Captured from the public page at brilliantearth.com; ad data from the public Meta Ad Library. Funnelens is not affiliated with Brilliant Earth or Meta. See data sources.