ILIA Beauty landing page teardown
The page at sephora.com has been the destination of a ILIA Beauty Facebook ad for 32 days. We captured it and scored it 49/100 on the 8-point CRO checklist below.
Offer on the page: Meet Haim's favorite for makeup + skincare + SPF that's safe for sensitive skin.
?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 landing page suffers from severe message-to-landing mismatch. The ad specifically promotes 'HAIM x Skin Tint' as a celebrity-endorsed product for sensitive skin, but users land on a generic Sephora homepage with sales promotions, multiple unrelated brands, and no visible HAIM product. The critical PageSpeed score of 33 creates additional friction. While Sephora's brand trust is strong, the page fails to capitalize on the ad's specific value proposition. Users must navigate multiple layers to find the advertised product, resulting in high abandonment risk. The homepage prioritizes sales messaging and brand variety over the specific product promise, creating cognitive disconnect between ad and landing experience.
What this page does right. Steal these.
- Trust signals: Sephora is an established, trusted retailer. Page shows security indicators, return policy (14 days), payment options, and brand logos. However, generic homepage lacks specific product credibility for the advertised HAIM collaboration.
- Mobile experience: Mobile layout is responsive and readable. Navigation is accessible. However, deep product hierarchy and multiple competing CTAs create friction for mobile users trying to find the advertised product.
Where it leaks conversions
- Page speed: PageSpeed score of 33 is critically poor. Slow load times will cause high bounce rates, especially on mobile. This severely impacts conversion potential.
- Message match: Critical mismatch: Ad promotes specific 'HAIM x Skin Tint' collaboration with sensitive skin benefits. Landing page is generic Sephora homepage showing sales, multiple brands (Hugo Boss, Clarins, Chanel), and unrelated products. No HAIM branding or product visible above fold.
- Headline: Ad headline 'HAIM x Skin Tint' is vague and lacks benefit statement. Landing page has no matching headline reinforcing the HAIM collaboration or product benefits. Generic 'Soldes' messaging dominates instead.
- Call to action: Multiple CTAs present ('Découvrir' buttons throughout) but none specifically tied to 'HAIM x Skin Tint' product. Primary CTA is generic and doesn't create urgency. No clear path to the advertised product from homepage.
- Offer clarity: Ad promises 'makeup + skincare + SPF safe for sensitive skin' but landing page shows generic Sephora homepage with multiple product categories. No clear HAIM x Skin Tint offer visible above fold. Product details buried deep in page hierarchy.
Full breakdown
Multiple CTAs present ('Découvrir' buttons throughout) but none specifically tied to 'HAIM x Skin Tint' product. Primary CTA is generic and doesn't create urgency. No clear path to the advertised product from homepage.
PageSpeed score of 33 is critically poor. Slow load times will cause high bounce rates, especially on mobile. This severely impacts conversion potential.
Sephora is an established, trusted retailer. Page shows security indicators, return policy (14 days), payment options, and brand logos. However, generic homepage lacks specific product credibility for the advertised HAIM collaboration.
Mobile layout is responsive and readable. Navigation is accessible. However, deep product hierarchy and multiple competing CTAs create friction for mobile users trying to find the advertised product.
Ad headline 'HAIM x Skin Tint' is vague and lacks benefit statement. Landing page has no matching headline reinforcing the HAIM collaboration or product benefits. Generic 'Soldes' messaging dominates instead.
Page shows star ratings on products (5-6 stars visible on Sephora Collection items) and review counts, but no HAIM-specific social proof, celebrity endorsement details, or testimonials related to the advertised product. Generic brand trust only.
Critical mismatch: Ad promotes specific 'HAIM x Skin Tint' collaboration with sensitive skin benefits. Landing page is generic Sephora homepage showing sales, multiple brands (Hugo Boss, Clarins, Chanel), and unrelated products. No HAIM branding or product visible above fold.
Ad promises 'makeup + skincare + SPF safe for sensitive skin' but landing page shows generic Sephora homepage with multiple product categories. No clear HAIM x Skin Tint offer visible above fold. Product details buried deep in page hierarchy.
Keep exploring
Captured from the public page at sephora.com; ad data from the public Meta Ad Library. Funnelens is not affiliated with ILIA Beauty or Meta. See data sources.