ILIA Beauty landing page teardown
The page at iliabeauty.com has been the destination of a ILIA Beauty Facebook ad for 12 days. We captured it and scored it 78/100 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
- Message match8/10
- 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 - $33' is prominent and action-oriented, with secondary CTAs for bundle and related products.
- Large, dark 'ADD TO BAG - $33' button in high contrast
- Multiple CTAs throughout page (bundle selection, related products)
- Clear pricing integrated into the main CTA
- CTA button could be more visually prominent with stronger color contrast
- Secondary CTAs for related products may dilute focus from primary conversion
Page speed
5/10PageSpeed score of 53 converts to approximately 5.3/10, indicating slow loading performance that could impact user experience and conversion.
- PageSpeed score of 53 is below acceptable threshold for e-commerce
- Multiple high-resolution product images and videos likely contribute to slow load
- Slow speed could increase bounce rate, especially on mobile
Trust signals
9/10Page builds strong trust through awards, certifications, customer reviews, detailed product information, and transparent policies.
- Allure Best of Beauty award badge establishes credibility
- 4.5-star rating with 1,509 reviews provides social proof
- Detailed product description with ingredient transparency (Upcycled Grape Extract)
Mobile experience
7/10Page appears mobile-responsive with stacked layout, but some elements like the color swatches and product images may be cramped on smaller screens.
- Navigation menu is hamburger-style, appropriate for mobile
- Product image takes full width with zoom functionality
- Pricing and CTA buttons are large and tappable
- Color swatch grid (20+ shades) may be difficult to navigate on mobile
- Multiple CTAs and sections could create scrolling fatigue on small screens
- Product thumbnail gallery at bottom may be hard to interact with on mobile
Headline
7/10The headline 'Eye Stylus Shadow Stick' is straightforward and descriptive but lacks emotional appeal or benefit-driven language.
- Clear product name that matches the ad context
- Positioned prominently at the top of the product section
- Simple, scannable text
- Generic product name without benefit or emotional hook
- Doesn't address the ad's promise about being 'intimidated by eyeshadow' or ease-of-use
- No power words or urgency
Social proof
9/10Strong social proof with 4.5-star rating from 1,509 reviews, Allure Best of Beauty award, and multiple user testimonials throughout the page.
- 4.5 stars with 1,509 reviews prominently displayed under the headline
- Allure Best of Beauty 2025 award badge visible on product image
- Founder's quote from Sasha praising the product's flexibility and comfort
Message match
8/10Page aligns well with ad's promise about eyeshadow ease-of-use and beginner-friendly application, though the specific shade recommendations from the ad are not prominently featured.
- Product description emphasizes ease of use: 'glides on seamlessly' and 'easy to be playful or precise'
- Multiple application instructions ('How To Use' section) support the beginner-friendly angle
- Testimonials confirm ease: '100% said it's easy to use + glides smoothly'
- Ad mentions specific shades (Adorn, Flax, Gilded) but page doesn't highlight these as recommended starter shades
- Ad emphasizes the chart/visual guide for beginners, but page doesn't feature this prominently
Offer clarity
8/10The product offer is clear: Eye Stylus Shadow Stick at $33 USD with multiple shade options and a subscription alternative at $29.70.
- Price clearly displayed ($33 USD) near the top of product section
- Two purchase options shown: one-time ($33) and subscription ($29.70 with 10% savings)
- Shade selector with 20+ color options visible with descriptive names like 'Opulent'
- Bundle offer text is partially cut off in the images, making the full value proposition unclear
- Subscription savings claim ('Save 10% + Free Shipping') requires reading small text
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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.