Glossier landing page teardown
The page at buy.glossier.com has been the destination of a Glossier Facebook ad for 21 days. We captured it and scored it 45/100 on the 8-point CRO checklist below.
Offer on the page: Our tried-and-true fan favorites
?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 page does well with clean aesthetic design, strong product imagery, and clear pricing/sizing options that build trust through transparency. However, it suffers from significant weaknesses: the headline "Best of the best" is generic and doesn't match the ad's promise about "thicker, bolder, natural brows," the page is a collection page rather than focused on the advertised product category, mobile experience appears cramped with small touch targets, and the critically low PageSpeed score of 27 will cause substantial abandonment. The social proof is minimal (only "Best Seller" badges), and there's no clear connection between the ad messaging and page content.
What this page does right. Steal these.
- Offer clarity: Product prices, sizes, and options are clearly displayed, but the overall offer (bestsellers collection) lacks specificity about what makes these items special.
Where it leaks conversions
- Page speed: PageSpeed score of 27 is critically poor and will cause significant user abandonment before the page even loads properly.
- Message match: The ad promises 'thicker, bolder, natural brows' but the landing page is a general bestsellers collection with no focus on brow products or the advertised benefit.
- Headline: The headline 'Best of the best' is generic and fails to connect with the ad's specific promise about brows; it doesn't communicate the value proposition.
- Mobile experience: The layout appears responsive but product cards are densely packed with small text and buttons that may be difficult to tap on mobile devices.
- Social proof: Multiple 'Best Seller' badges appear throughout, but there are no customer reviews, ratings, testimonials, or user-generated content visible on the page.
Full breakdown
The 'Add to bag' buttons are visible and functional, but they're distributed across many products rather than a single primary CTA, diluting conversion focus.
PageSpeed score of 27 is critically poor and will cause significant user abandonment before the page even loads properly.
The Glossier brand is established and the clean design conveys professionalism, but lack of reviews, guarantees, or security badges limits trust-building elements.
The layout appears responsive but product cards are densely packed with small text and buttons that may be difficult to tap on mobile devices.
The headline 'Best of the best' is generic and fails to connect with the ad's specific promise about brows; it doesn't communicate the value proposition.
Multiple 'Best Seller' badges appear throughout, but there are no customer reviews, ratings, testimonials, or user-generated content visible on the page.
The ad promises 'thicker, bolder, natural brows' but the landing page is a general bestsellers collection with no focus on brow products or the advertised benefit.
Product prices, sizes, and options are clearly displayed, but the overall offer (bestsellers collection) lacks specificity about what makes these items special.
Keep exploring
Captured from the public page at buy.glossier.com; ad data from the public Meta Ad Library. Funnelens is not affiliated with Glossier or Meta. See data sources.