Kosas landing page teardown
The page at kosas.com has been the destination of a Kosas Facebook ad for 31 days. We captured it and scored it 45/100 on the 8-point CRO checklist below.
Offer on the page: BACK IN STOCK! NEW Soulgazer Intensifying Gel Eyeliner is here. 10 soul-piercing shades of creamy, waterproof, longwearing liner.
?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 critical CRO failures. The primary issue is message mismatch: the ad promises a specific new product (Soulgazer Eyeliner) with clear benefits, but the page leads with a vague 'Reveal Your Reward' gamification experience that obscures the product. The hero image is blurry and uninspiring. Catastrophic PageSpeed score (36) will cause significant abandonment. Social proof is completely absent—no reviews, ratings, or testimonials for a beauty product, which is a major conversion killer. CTAs are weak and inconsistent with ad copy. The page feels more like a promotional game than a product showcase. Trust signals are minimal. The blurred product imagery and generic reward messaging create friction rather than excitement about the new product launch.
What this page does right. Steal these.
- Offer clarity: Product name and key benefits (waterproof, longwearing, 10 shades) are clear. 'Back in stock' creates urgency. However, price and exact product differentiation are not immediately visible in hero section.
Where it leaks conversions
- Page speed: PageSpeed score of 36 is critically poor. Indicates slow load times, poor Core Web Vitals, and likely high bounce rates. This severely impacts conversion potential and user experience, especially on mobile.
- Social proof: No visible customer reviews, ratings, testimonials, or user-generated content in the page slices. No trust badges, celebrity endorsements, or social proof elements detected. Critical gap for beauty product conversion.
- Trust signals: Cookie consent banner present (positive). However, no visible brand credentials, certifications, return policy, or security badges in hero/main sections. No customer testimonials or reviews. Blurry product imagery reduces trust. Gamification ('Reveal Your Reward') feels gimmicky rather than trustworthy.
- Message match: Significant mismatch: Ad emphasizes 'NEW Soulgazer Intensifying Gel Eyeliner' with specific product benefits, but landing page leads with generic 'Reveal Your Reward' gamification. Product hero image is blurred/unclear. Ad promise not immediately fulfilled.
- Call to action: Primary CTA 'Swipe here' is weak and unclear—doesn't use action-oriented language like 'Shop now' from the ad. Secondary CTAs are buried and lack prominence. CTA copy doesn't match advertised 'Shop now' messaging.
- Mobile experience: Layout appears mobile-responsive but images are blurry/low quality on mobile view. Text is readable but CTAs are small. Gamification element ('Swipe to uncover') may work better on mobile, but execution is unclear. Overall mobile experience feels unpolished.
Full breakdown
Primary CTA 'Swipe here' is weak and unclear—doesn't use action-oriented language like 'Shop now' from the ad. Secondary CTAs are buried and lack prominence. CTA copy doesn't match advertised 'Shop now' messaging.
PageSpeed score of 36 is critically poor. Indicates slow load times, poor Core Web Vitals, and likely high bounce rates. This severely impacts conversion potential and user experience, especially on mobile.
Cookie consent banner present (positive). However, no visible brand credentials, certifications, return policy, or security badges in hero/main sections. No customer testimonials or reviews. Blurry product imagery reduces trust. Gamification ('Reveal Your Reward') feels gimmicky rather than trustworthy.
Layout appears mobile-responsive but images are blurry/low quality on mobile view. Text is readable but CTAs are small. Gamification element ('Swipe to uncover') may work better on mobile, but execution is unclear. Overall mobile experience feels unpolished.
Headline 'Reveal Your Reward' is vague and doesn't match the ad promise of 'NEW Soulgazer Intensifying Gel Eyeliner.' Creates disconnect between ad and landing page. Generic reward language lacks product specificity.
No visible customer reviews, ratings, testimonials, or user-generated content in the page slices. No trust badges, celebrity endorsements, or social proof elements detected. Critical gap for beauty product conversion.
Significant mismatch: Ad emphasizes 'NEW Soulgazer Intensifying Gel Eyeliner' with specific product benefits, but landing page leads with generic 'Reveal Your Reward' gamification. Product hero image is blurred/unclear. Ad promise not immediately fulfilled.
Product name and key benefits (waterproof, longwearing, 10 shades) are clear. 'Back in stock' creates urgency. However, price and exact product differentiation are not immediately visible in hero section.
Keep exploring
Captured from the public page at kosas.com; ad data from the public Meta Ad Library. Funnelens is not affiliated with Kosas or Meta. See data sources.