ILIA Beauty landing page teardown
The page at iliabeauty.com has been the destination of a ILIA Beauty Facebook ad for 52 days. We captured it and scored it 77/100 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
- Call to action8/10
- Offer clarity8/10
- Mobile experience7/10
- Headline7/10
- Message match7/10
Where it leaks conversions
- Page speed5/10
Full breakdown
Call to action
8/10Primary CTA 'ADD TO BAG - $29' is prominent, high-contrast dark button; secondary CTAs for bundle and related products are also visible.
- Main 'ADD TO BAG - $29' button is large, dark, and high-contrast
- CTA is positioned after key product information and social proof
- Secondary CTAs for bundle ('Select Shades - $74.80') and related products are clear
- Button text could be more action-oriented (e.g., 'Buy Now' or 'Add to Cart' vs. 'ADD TO BAG')
Page speed
5/10PageSpeed score of 52 converts to approximately 5.2 on a 0-10 scale, indicating slow page load performance.
- PageSpeed score of 52 indicates significant performance issues
- Multiple high-resolution product images likely contribute to slow load times
- Video content embedded on page may impact initial load speed
Trust signals
9/10Strong trust signals throughout: Allure awards, 8,179 reviews with 4.6 stars, clinical study data, founder credibility, safety certifications (ophthalmologist-tested, cruelty-free), and detailed ingredient transparency.
- Two Allure 'Best of Beauty' award badges from 2019 and 2020
- 8,179 customer reviews with 4.6-star rating
- Founder quote with name attribution (Sasha) adds personal credibility
Mobile experience
7/10Layout appears responsive with stacked elements, readable text, and touch-friendly buttons; however, some sections may require horizontal scrolling or have cramped spacing on smaller screens.
- Product image is large and centered for mobile viewing
- Price and key product info are easily accessible at top
- CTA button appears to be appropriately sized for touch interaction
- Multiple product images in carousel may be difficult to navigate on small screens
- Shade/size selector options appear compact and may be hard to tap accurately
- Long description text may require excessive scrolling on mobile
Headline
7/10Headline 'Limitless Lash Mascara' is clear and product-focused, but lacks emotional appeal or benefit-driven language.
- Product name is clear and prominent
- 'NEW' badge signals freshness
- Positioned directly above product image for immediate recognition
- Headline is purely descriptive with no benefit or emotional hook
- Doesn't communicate the key differentiator (dual-sided wand) upfront
Social proof
9/10Extensive social proof throughout: 4.6 stars from 8,179 reviews, two Allure awards, founder quote, clinical study results (100%, 97%, 95%, 91% claims), and before/after imagery.
- 4.6-star rating with 8,179 reviews displayed prominently under headline
- Two red Allure 'Best of Beauty' award badges visible in product section
- Founder quote from Sasha explaining the dual-sided wand innovation
Message match
7/10Ad emphasizes 'formula so light, it feels like my lashes are bare' and 'clean makeup'; page focuses on dual-sided wand innovation and performance claims rather than the lightweight formula feel.
- Product is the same (Limitless Lash Mascara)
- Page mentions 'clean mascara' in the description and ingredients (organic shea butter, ethically sourced beeswax)
- Page emphasizes lash care ingredients and nourishment, aligning with 'clean' positioning
- Ad's key message about lightweight formula feeling 'bare' is not prominently featured on page
- Page leads with dual-sided wand and performance metrics rather than the lightweight feel
- Ad mentions Sephora availability, but page doesn't highlight retail partnerships
Offer clarity
8/10Price ($29), size (0.27 oz / 8g), and product name are clearly displayed; shade options and purchase options (one-time vs. subscription) are visible.
- Price prominently shown as $29 USD near the top
- Size clearly labeled as 0.27 oz / 8g
- Two purchase options clearly differentiated: one-time purchase ($29) and subscription ($26.10 with 10% savings)
- Bundle offer text is small and requires scrolling to understand the full value proposition
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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.