Emily Turner landing page teardown
The page at covebalm.com has been the destination of a Emily Turner Facebook ad for 356 days. We captured it and scored it 75/100 on the 8-point CRO checklist below.
Offer on the page: Buy 1 Get 1 Free ($28), Buy 2 Get 2 Free ($39.99), or Buy 3 Get 3 Free ($49.99) - 2025 Voted #1 Skin Tint
?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.
This is a well-structured product page with strong offer clarity, compelling social proof, and excellent message-to-ad alignment. The tiered promotional offers (Buy 1 Get 1, Buy 2 Get 2, Buy 3 Get 3) are clearly presented and create urgency. Social proof is abundant with high review counts, specific benefit percentages from clinical testing, and authentic customer testimonials. The page effectively communicates product benefits (hydration, coverage, skincare) matching the ad promise. Mobile experience is solid with accessible CTAs and readable layout. However, the critical weakness is the PageSpeed score of 46, which is severely below acceptable standards and will significantly harm conversion rates. The page also includes a popup discount offer (visible in image 5) which adds another conversion opportunity but may also increase friction. Overall, this is a high-quality product page undermined by poor technical performance.
What this page does right. Steal these.
- Offer clarity: Multiple tiered offers clearly displayed (Buy 1 Get 1 Free at $28, Buy 2 Get 2 Free at $39.99, Buy 3 Get 3 Free at $49.99). Pricing and savings are explicit and easy to understand.
- Call to action: Primary CTA 'ADD TO CART' is prominent, high-contrast black button. Multiple secondary CTAs ('SHOP THE BALM', 'FIND YOUR SHADE', 'MAKE THE SWITCH') provide conversion opportunities throughout page. CTAs are action-oriented and visible.
- Trust signals: Multiple trust signals: 30-day money-back guarantee, dermatologist-tested claim, clean formula messaging, specific ingredient benefits (Niacinamide, Hyaluronic Acid), 13,000+ customer reviews, before/after clinical results, verified customer testimonials. Brand positioning is professional.
- Mobile experience: Mobile-optimized layout with vertical scrolling, touch-friendly buttons, readable text hierarchy. Product imagery scales well. Shade selector and quantity options are mobile-accessible. Navigation and cart icon visible at top.
- Headline: Primary headline 'Cove Balm Serum Boosted Skin Tint Balm' is clear and descriptive. Subheading '60-second solution for hydration, coverage, and confidence' is compelling and benefit-focused. Matches ad headline promise.
- Social proof: Strong social proof: 13,000+ women solved top skin concerns (shown multiple times), 4.9/5 stars with 361 reviews, before/after imagery, specific benefit claims (97% felt weightless, 88% noticed refinement, 85% saw pigmentation reduction), verified customer testimonials with photos.
- Message match: Strong alignment between ad and landing page. Ad promises 'sheer-to-light coverage with skincare benefits' and page delivers exactly that messaging. 'Buy 1 Get 1 Free' offer prominently featured. Product benefits (hydrate, plump, glow) are reinforced throughout.
Where it leaks conversions
- Page speed: PageSpeed score of 46 is significantly below optimal (target 90+). This is a major performance issue that will negatively impact conversion rates, user experience, and SEO. Slow load times increase bounce risk.
Full breakdown
Primary CTA 'ADD TO CART' is prominent, high-contrast black button. Multiple secondary CTAs ('SHOP THE BALM', 'FIND YOUR SHADE', 'MAKE THE SWITCH') provide conversion opportunities throughout page. CTAs are action-oriented and visible.
PageSpeed score of 46 is significantly below optimal (target 90+). This is a major performance issue that will negatively impact conversion rates, user experience, and SEO. Slow load times increase bounce risk.
Multiple trust signals: 30-day money-back guarantee, dermatologist-tested claim, clean formula messaging, specific ingredient benefits (Niacinamide, Hyaluronic Acid), 13,000+ customer reviews, before/after clinical results, verified customer testimonials. Brand positioning is professional.
Mobile-optimized layout with vertical scrolling, touch-friendly buttons, readable text hierarchy. Product imagery scales well. Shade selector and quantity options are mobile-accessible. Navigation and cart icon visible at top.
Primary headline 'Cove Balm Serum Boosted Skin Tint Balm' is clear and descriptive. Subheading '60-second solution for hydration, coverage, and confidence' is compelling and benefit-focused. Matches ad headline promise.
Strong social proof: 13,000+ women solved top skin concerns (shown multiple times), 4.9/5 stars with 361 reviews, before/after imagery, specific benefit claims (97% felt weightless, 88% noticed refinement, 85% saw pigmentation reduction), verified customer testimonials with photos.
Strong alignment between ad and landing page. Ad promises 'sheer-to-light coverage with skincare benefits' and page delivers exactly that messaging. 'Buy 1 Get 1 Free' offer prominently featured. Product benefits (hydrate, plump, glow) are reinforced throughout.
Multiple tiered offers clearly displayed (Buy 1 Get 1 Free at $28, Buy 2 Get 2 Free at $39.99, Buy 3 Get 3 Free at $49.99). Pricing and savings are explicit and easy to understand.
Keep exploring
Captured from the public page at covebalm.com; ad data from the public Meta Ad Library. Funnelens is not affiliated with Emily Turner or Meta. See data sources.