ILIA Beauty landing page teardown
The page at iliabeauty.com has been the destination of a ILIA Beauty Facebook ad for 98 days. We captured it and scored it 49/100 on the 8-point CRO checklist below.
Offer on the page: Fill Your Bag With These 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 lands on a best-sellers collection rather than the advertised Super Serum Skin Tint product, creating immediate message mismatch. The page does show the product prominently in the hero grid (top-left position with 5-star rating), but visitors must hunt for it among 20+ other items. The design is clean and mobile-responsive with strong social proof (abundant 5-star ratings, award badges, influencer video), but the lack of direct product focus, unclear primary CTA (multiple "SELECT SHADE" buttons), and generic headline undermine conversion for this specific ad campaign. Trust signals are solid (brand badges, ratings, sustainability commitment), but the page prioritizes browsing over converting the specific product advertised.
What this page does right. Steal these.
- Trust signals8/10
- Social proof8/10
- Mobile experience7/10
Where it leaks conversions
- Message match2/10
- Call to action3/10
- Headline3/10
- Offer clarity4/10
Full breakdown
Call to action
3/10Multiple competing CTAs ('SELECT SHADE $48', 'CUSTOMIZE', 'ADD TO BAG') with no clear primary action; the advertised product's CTA is buried among 20+ others.
- CTAs are visible and clickable on each product card
- Price is included in some CTAs (e.g., 'SELECT SHADE $48')
- No single primary CTA—visitor must choose from 20+ products with different button styles
- Advertised product (Super Serum Skin Tint) CTA is not highlighted or prioritized
- CTA text varies ('SELECT SHADE', 'CUSTOMIZE', 'ADD TO BAG'), creating cognitive load
Page speed
6/10PAGESPEED_SCORE of 60 converts to approximately 6/10; page loads but has room for optimization.
- Page appears to load and render (all product images visible in screenshots)
- PAGESPEED_SCORE of 60 indicates moderate performance issues
- Large product images and 20+ items may slow initial load
Trust signals
8/10Page displays multiple trust signals: 5-star ratings on products, award badges (Allure, Sephora), 1% For The Planet commitment, and user-generated video content.
- Award badges (Allure, Sephora) visible on multiple products
- 5-star ratings on nearly every product build confidence
- User-generated video testimonial on left side shows real person using product
- No visible customer review counts (e.g., '★★★★★ (2,100 reviews')
- No visible return policy, guarantee, or security badges in the visible sections
Mobile experience
7/10Page layout is responsive with stacked product cards, readable text, and accessible navigation, though some elements could be more touch-friendly.
- Product grid stacks vertically on mobile, making scrolling easy
- Text is readable and buttons are large enough to tap
- Navigation menu is accessible via hamburger icon
- Multiple CTAs per product card may cause accidental taps on mobile
- Hero image takes up significant vertical space, delaying product visibility
Headline
3/10The headline 'Best Sellers' is generic and does not match the advertised product or its benefits.
- Subheading 'Fill Your Bag With These Fan Favorites' is friendly and action-oriented
- Main headline 'Best Sellers' is generic and does not mention the advertised product
- No mention of 'skincare-powered makeup' or 'SPF' from the ad
- Headline does not communicate the unique value proposition (makeup + skincare + SPF)
Social proof
8/10Page displays abundant 5-star ratings on nearly every product, award badges (Allure, Sephora), and an influencer video testimonial.
- Nearly every product shows 5-star ratings (e.g., 'Super Serum Skin Tint SPF 40' has 5 stars)
- Multiple award badges visible (Allure, Sephora, 1% For The Planet) build credibility
- User-generated video testimonial on left side shows real person using the product
- Star ratings lack review counts (e.g., '★★★★★' with no '(2,100 reviews)' context)
- Award badges are small and not prominently featured
Message match
2/10Ad promotes 'Super Serum Skin Tint SPF 40' but page is a generic best-sellers collection with 20+ products; the advertised product is one of many.
- The advertised product (Super Serum Skin Tint SPF 40) is visible in the grid (top-left, second position)
- Page headline 'Best Sellers' does not match ad headline 'Super Serum Skin Tint SPF 40'
- Ad emphasizes 'skincare-powered makeup' and 'SPF' but page does not highlight these benefits
- Visitor must search through 20+ products to find the advertised item; no product-specific landing page
Offer clarity
4/10The page shows many products with varying prices ($26–$145.35) and CTAs, making it unclear what the visitor should buy.
- Individual product descriptions are clear (e.g., 'Medium Coverage. Natural Finish' for True Skin Serum Foundation)
- Price points are visible on each product card
- No clear primary offer—20+ products compete for attention with different price points and CTAs
- Ad promises 'Super Serum Skin Tint SPF 40' but page headline is generic 'Best Sellers'
- Multiple CTA styles (SELECT SHADE, CUSTOMIZE, ADD TO BAG) create confusion about next step
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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.