089: This Page Smooths Wrinkles... But Could Use Some Funnel Botox

Hello, you powerful Creatives!

Welcome to Volume 8️⃣9️⃣ of Creative Cuts 🔪 - your weekly dose of creative strategy from your friends at CreativeOS.

Today, we’re going to go over a product page with you and give some great takeaways so you:

• Understand the quality of the assets

• Strength of copy

• Psychology used to convert customers

• And how you can leverage these tactics easily

Now that you know what you’re in for, onto the show 👊

Best,

Chase

ILIA’s PDP 💪

What Works Well 🔥

1. Shade Selection UX Is Intuitive and Inclusive
The shade range is extensive and visually well-organized, broken out by undertone and depth. The interface is clean, responsive, and makes it easy for shoppers to navigate—critical for conversion in the complexion category.

2. Strong Product Photography and Video Integration
The image carousel includes a good mix of product stills, texture shots, swatches, and application video. This helps reduce uncertainty, especially for first-time buyers, and supports the “clean but clinical” brand vibe ILIA is known for.

3. Smart Bundling With Add-On Brush
The “Pair It With” section nudges AOV up nicely by offering a brush directly on the PDP. It’s unobtrusive but effective—a textbook example of frictionless upselling.

4. Reassurance Through Trust Badges
ILIA includes several product benefit icons—vegan, cruelty-free, dermatologist-tested, etc.—in a persistent banner. These are high-converting proof points for the beauty category and help reinforce the brand’s clean credentials.

5. Before & After With Quantified Claims
The “98% said it blurs pores” copy paired with side-by-side imagery is a conversion-driving asset. Beauty shoppers crave proof, and this section delivers it clearly without overwhelming the user.

What Could Be Improved 🛠️

1. No Clear, Compelling Value Proposition Above the Fold
While the copy is elegant, it buries the product benefits. A bold headline with a single strong claim (e.g. “Buildable coverage that blurs and treats skin like skincare”) would anchor the page better for new users landing cold from Meta or search.

2. Subscription Toggle Lacks Clarity
The subscribe-and-save option is there, but underemphasized. Consider testing a split CTA that shows cost savings more visually (“Save 10% every 3 months”) or highlights flexibility (“Cancel anytime”).

3. Social Proof Is Hidden Too Far Down
The review count is visible at the top, but testimonials themselves aren’t integrated into the upper third of the page. Pulling in a short quote near the CTA or under the product title (e.g. “Flawless finish! My skin’s never looked better.” – 5★ reviewer) would add credibility early.

4. Ingredients Section Is Underleveraged
You have a powerful clean beauty story—but the “Ingredients” section is tucked away in an accordion. Expanding this area by default (with scannable highlights like “niacinamide, peptides, aloe”) could drive more informed conversion for skincare-savvy buyers.

5. No Real-Time FOMO or Urgency Cues
There’s no “Selling Fast” tag, “Only X left in stock,” or limited-time promo visible. For a $48 complexion product, even subtle urgency can help push the user over the edge—especially during retargeting.

What to Do 🚀

1. Add a bold value prop headline above the fold to clarify what sets this product apart.
   

2. Enhance the subscription toggle with clearer pricing benefit language and visuals.
   

3. Surface review snippets or testimonials higher on the page.
   

4. Expand and visually highlight key ingredients by default, not just in a dropdown.
   

5. Test urgency or FOMO cues like “Trending Now” or “Low Stock in Pine S6.”

That’s all! If you’re looking to find inspiration or get the best ad templates out there, come hang out with us at CreativeOS and tell your friends!