Rare Beauty landing page teardown
The page at rarebeauty.com has been the destination of a Rare Beauty Facebook ad for 40 days. We captured it and scored it 71/100 on the 8-point CRO checklist below.
Offer on the page: A self-priming and self-setting foundation with buildable, medium to full coverage and a natural matte finish that brings out the best in your 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 product page excels in social proof with 200+ reviews, a 4.5-star rating, and a celebrity endorsement from Selena Gomez with a compelling quote about the product's finish. The page demonstrates strong trust signals through dermatologist testing, cruelty-free certifications, and detailed product information. However, the page suffers from poor mobile optimization (evidenced by the low PageSpeed score of 49) and lacks urgency in the primary CTA. The message match is strong—the ad's focus on "buildable natural matte coverage that lasts all day" aligns well with the page's product description. The main weaknesses are technical performance and the somewhat generic "ADD TO BAG" CTA that could be more compelling.
What this page does right. Steal these.
- Social proof: The page features 200+ reviews with a 4.5-star rating, a celebrity endorsement from Selena Gomez with a detailed testimonial, and multiple user-generated content examples throughout.
- Message match: The ad's promise of 'buildable natural matte coverage that lasts all day' directly matches the page's product description and key benefits.
- Offer clarity: The product description clearly states 'buildable, medium to full coverage and a natural matte finish' with specific benefits like self-priming and self-setting properties.
- Trust signals: The page builds trust through dermatologist & ophalmologist testing, cruelty-free certification, vegan status, and a commitment statement about supporting the Rare Impact Fund.
- Headline: The headline 'True to Myself Natural Matte Longwear Foundation' is descriptive and matches the product name, though it could be more benefit-driven.
Where it leaks conversions
- Page speed: PageSpeed score of 49 indicates poor overall page speed performance, likely causing high bounce rates and abandoned carts.
- Mobile experience: The PageSpeed score of 49 indicates significant mobile performance issues, suggesting slow load times and poor mobile user experience.
Full breakdown
The primary CTA 'ADD TO BAG' is clear but lacks urgency or emotional appeal; it's a standard e-commerce CTA without compelling language.
PageSpeed score of 49 indicates poor overall page speed performance, likely causing high bounce rates and abandoned carts.
The page builds trust through dermatologist & ophalmologist testing, cruelty-free certification, vegan status, and a commitment statement about supporting the Rare Impact Fund.
The PageSpeed score of 49 indicates significant mobile performance issues, suggesting slow load times and poor mobile user experience.
The headline 'True to Myself Natural Matte Longwear Foundation' is descriptive and matches the product name, though it could be more benefit-driven.
The page features 200+ reviews with a 4.5-star rating, a celebrity endorsement from Selena Gomez with a detailed testimonial, and multiple user-generated content examples throughout.
The ad's promise of 'buildable natural matte coverage that lasts all day' directly matches the page's product description and key benefits.
The product description clearly states 'buildable, medium to full coverage and a natural matte finish' with specific benefits like self-priming and self-setting properties.
Keep exploring
Captured from the public page at rarebeauty.com; ad data from the public Meta Ad Library. Funnelens is not affiliated with Rare Beauty or Meta. See data sources.