Emily Turner landing page teardown
The page at covebalm.com has been the destination of a Emily Turner Facebook ad for 421 days. We captured it and scored it 76/100 on the 8-point CRO checklist below.
Offer on the page: Buy 1 Get 1 Free
?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 landing page effectively converts the ad offer into a compelling product story. The headline reframes the product category (skin tints vs. makeup), and the three-point structure (heals spots, all-in-one, melanated tones) directly addresses customer pain points. Social proof is substantial and credible. However, the page has two critical weaknesses: (1) PageSpeed score of 50 will significantly harm conversion rates, especially on mobile devices where most traffic likely originates; (2) the email capture modal before revealing the discount creates unnecessary friction and may cause abandonment. The 'Free Shade Match Quiz' is a smart engagement tool but delays the purchase path. Overall, the page demonstrates solid CRO fundamentals with strong messaging and proof, but technical performance and conversion funnel optimization need immediate attention.
What this page does right. Steal these.
- Offer clarity: Buy 1 Get 1 Free is crystal clear and prominently displayed. Offer is repeated multiple times throughout the page with 'SHOP NOW' CTA.
- Trust signals: Strong trust signals: verified reviews with customer photos, specific testimonials, clear company info (KLNL LLC, Wyoming address), contact details, privacy/terms links, multiple payment methods displayed.
- Mobile experience: Mobile-responsive layout with stacked content, readable text, and accessible buttons. Images scale appropriately. Email capture modal is intrusive but functional on mobile.
- Headline: Main headline 'Makeup Fails Us: 3 Reasons Skin Tints Are the Glow-Up We Need' is compelling and benefit-driven. Positions product as solution to makeup problems.
- Social proof: Strong social proof: 33,748+ 5-star reviews, 1M+ sold, three detailed customer testimonials with photos and names. Testimonials are specific and credible (Ash S., Ellie S., Shannon G.).
- Message match: Strong alignment: Ad emphasizes hydration, glow, and skincare benefits. Page content focuses on skin tint benefits (heals spots, skincare + makeup combo, melanated skin tones). Messaging is cohesive.
- Call to action: Multiple CTAs present ('SHOP NOW' button, 'Free Shade Match Quiz'). Primary CTA is clear but could be more prominent. Secondary CTA (email capture for discount) creates friction before purchase.
Where it leaks conversions
- Page speed: PageSpeed score of 50 is below acceptable threshold (target 75+). Slow load times will increase bounce rate and reduce conversions, especially on mobile.
Full breakdown
Multiple CTAs present ('SHOP NOW' button, 'Free Shade Match Quiz'). Primary CTA is clear but could be more prominent. Secondary CTA (email capture for discount) creates friction before purchase.
PageSpeed score of 50 is below acceptable threshold (target 75+). Slow load times will increase bounce rate and reduce conversions, especially on mobile.
Strong trust signals: verified reviews with customer photos, specific testimonials, clear company info (KLNL LLC, Wyoming address), contact details, privacy/terms links, multiple payment methods displayed.
Mobile-responsive layout with stacked content, readable text, and accessible buttons. Images scale appropriately. Email capture modal is intrusive but functional on mobile.
Main headline 'Makeup Fails Us: 3 Reasons Skin Tints Are the Glow-Up We Need' is compelling and benefit-driven. Positions product as solution to makeup problems.
Strong social proof: 33,748+ 5-star reviews, 1M+ sold, three detailed customer testimonials with photos and names. Testimonials are specific and credible (Ash S., Ellie S., Shannon G.).
Strong alignment: Ad emphasizes hydration, glow, and skincare benefits. Page content focuses on skin tint benefits (heals spots, skincare + makeup combo, melanated skin tones). Messaging is cohesive.
Buy 1 Get 1 Free is crystal clear and prominently displayed. Offer is repeated multiple times throughout the page with 'SHOP NOW' CTA.
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.