ILIA Beauty landing page teardown
The page at iliabeauty.com has been the destination of a ILIA Beauty Facebook ad for 41 days. We captured it and scored it 80/100 on the 8-point CRO checklist below.
?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.
- Trust signals9/10
- Social proof9/10
- Message match9/10
- Call to action8/10
- Offer clarity8/10
- Mobile experience7/10
- Headline7/10
Where it leaks conversions
- Page speed5/10
Full breakdown
Call to action
8/10Primary CTA 'ADD TO BAG - $65' is prominent, high-contrast black button with clear pricing, though secondary CTAs (bundle, subscription) create some decision complexity.
- Main CTA button is large, black, high-contrast, and clearly states price ($65)
- CTA is positioned after key product information and social proof
- Secondary CTAs (bundle, subscription) provide options without obscuring primary action
- Multiple CTAs (add to bag, bundle, subscription) could dilute primary conversion focus
- Bundle CTA requires additional click to 'Select Shades' before purchase
Page speed
5/10PageSpeed score of 45 converts to approximately 5/10, indicating slow load times that could impact user experience and conversion rates.
- PageSpeed score of 45 indicates significant performance issues
- Slow load time likely due to multiple high-resolution product images and customer photos
- Performance below acceptable threshold for e-commerce conversion optimization
Trust signals
9/10Strong trust signals throughout: 15,861 reviews, award badges, celebrity endorsement, detailed ingredient transparency, sustainability messaging (1% for the Planet), free shipping/returns, and founder quote.
- 15,861 verified reviews with 4.5-star rating and detailed customer feedback
- Three credible award badges (Allure, Byrdie, 1% for the Planet)
- Founder quote from Sasha with specific product guidance builds authenticity
Mobile experience
7/10Mobile layout appears functional with stacked elements and readable text, but some sections (shade selector, review grid) may require horizontal scrolling or have cramped spacing on smaller screens.
- Navigation menu is collapsed into hamburger icon for mobile
- Product images are responsive and visible
- Key information (price, rating, CTA) is accessible above the fold
- Shade selector with 30+ color circles may require excessive scrolling on mobile
- Customer photo grid (9 images) may not display optimally on small screens
- Bundle section text could be cramped on mobile devices
Headline
7/10Main headline 'Super Serum Skin Tint SPF 40' is clear and matches the ad, but lacks emotional appeal or benefit-driven language.
- Headline matches ad copy exactly, ensuring message consistency
- Product name is specific and includes key benefit (SPF 40)
- Positioned prominently at top of product section
- Headline is purely descriptive without emotional hook or benefit statement
- Doesn't emphasize the 'makeup + skincare + SPF' combination mentioned in ad copy
- No urgency or compelling reason to buy beyond product name
Social proof
9/10Exceptional social proof with 4.5-star rating from 15,861 reviews, multiple award badges (1% for the Planet, Allure, Byrdie), celebrity endorsement (HAIM), and extensive user-generated content throughout the page.
- 15,861 verified reviews with 4.5-star rating displayed prominently below headline
- Three award badges visible (1% for the Planet, Allure Best Skincare, Byrdie Best Beauty)
- Celebrity collaboration section 'HAIM x ILIA' with band photos and founder quote from Sasha
Message match
9/10Excellent alignment between ad copy and landing page; ad emphasizes 'clean makeup + powerful skincare + mineral SPF' and page reinforces this throughout with product description, ingredients, and positioning.
- Ad headline 'Super Serum Skin Tint SPF 40' matches page headline exactly
- Ad's 'makeup + skincare + SPF' positioning echoed in description: 'Makeup + skincare + SPF—made with sensitive skin in mind'
- Ad's 'your best skin, bottled' tagline reinforced by 'Why We Love It' section: 'Your best skin—bottled'
Offer clarity
8/10The offer is clearly stated as a skin tint with SPF 40 at $65 CAD, with a prominent bundle option (15% off) and subscription alternative ($58.50/month) visible.
- Price clearly displayed ($65 CAD) with subscription option ($58.50) shown side-by-side
- Bundle offer highlighted with 'BUNDLE + SAVE 15%' and specific product name 'The Complexion + Color Set' at $198.90
- Product size specified (1 fl oz | 30 ml) in description section
- Bundle offer requires clicking 'Select Shades' to see full details rather than showing price upfront
- Multiple purchase options (one-time vs subscription) could create decision friction
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Captured from the public page at iliabeauty.com; ad data from the public Meta Ad Library. Funnelens is not affiliated with ILIA Beauty or Meta. See data sources.