Milares
Milares is sending paid traffic to a page that blocks purchase intent at two critical points. The homepage undersells the brand's strongest asset, and the cart offers the wrong product at the wrong price. These three tests address the most data-supported conversion gaps in the funnel.
Lash Style Visual Selector
The "Lash Style" dropdown on the Cluster Lash Starter Kit PDP defaults to "Please Select," keeping the Add to Cart button inactive until a style is chosen. Cold traffic arriving from Meta video ads has no lash education and no guidance on which style to pick, creating a hard barrier at the moment of highest purchase intent.
Outcome-First Hero + Above-Fold CTA
The current hero shows a model holding a lash curler, not the finished result. The first clickable path to the Starter Kit is in fold 2, meaning visitors who arrive from organic or social have to scroll past the entire hero before seeing a reason to buy.
Cart Upsell Swap + Discount
The Lash Bond & Seal is the most-praised product in customer reviews, yet it is not offered in the cart. Current upsells are full price with no discount incentive, and the Compact Mirror is unrelated to what the customer just bought.
Biggest Killers of Conversion Rate
- The PDP requires a style selection before Add to Cart activates, gating purchase at the exact moment paid-traffic intent is highest.
- Mobile LCP on the PDP is 26.6 seconds. Google's "poor" threshold is 4 seconds. Most mobile visitors who click a Meta or TikTok ad leave before the page renders.
- The homepage hero shows the application tool, not the lash result. No CTA appears above the fold.
- Cart upsells are full price and exclude the Lash Bond & Seal, the most-praised product in customer reviews.
- The announcement bar and footer display different first-order discounts (10% and 15%) simultaneously on the same page.
- One active video ad sends Australian traffic to the EU domain (milares.eu), showing EUR pricing to AU visitors.
- The landing page immediately gates purchase: the "Lash Style" dropdown defaults to "Please Select" with Add to Cart inactive until a style is chosen.
- Ad copy ("Salon looking lashes") and PDP subheading ("Salon quality lashes without the cost or commitment") are close but not verbatim.
- 68 reviews on the Starter Kit PDP, but only 5 are publicly accessible due to JavaScript rendering. No reviews found on Trustpilot, Reddit, or any third-party platform.
- All 5 visible reviews are 5-star. The strongest sentiment centers on the Bond & Seal: "I went about my whole day and they didn't shift at all."
- Customers praise kit completeness, everyday wearability, and ease after the initial learning curve. No style-specific feedback is visible.
- PDP mobile LCP: 26.6 seconds. Google's "poor" threshold is 4 seconds. Most mobile visitors who click a Meta or TikTok ad never see the page fully render.
- Homepage mobile LCP: 15.9 seconds. Performance score: 48 out of 100. Total page weight: 5.7MB, including 883KB of unused JavaScript.
- Both pages carry render-blocking requests, legacy JavaScript, and large network payloads. Page speed is the single largest conversion suppressor on the site.
- Homepage hero shows a model holding a lash curler: the process, not the result. The finished lash look appears first in fold 3. No CTA is visible above the fold.
- Collection page uses inconsistent imagery: the Starter Kit uses a close-up eye result photo, all other products use flat-lay shots. No quick-add to cart on any product.
- Cart upsells (Compact Mirror, Seamless Cluster Lashes) are both full price. The Bond & Seal is not offered anywhere in the cart flow.
- The announcement bar and footer show different first-order discounts (10% and 15%) on the same page simultaneously.
- Reducing variant selector friction and improving Add to Cart visibility: +5.2% orders and +11.8% ATC clicks at 98-99% statistical significance (GrowthRock).
- Beauty and cosmetics CVR benchmark: 3.0-4.94% (Convertibles.dev, Blend Commerce 2025-2026).
- Discounted cart upsells (30%+ off) dramatically outperform full-price. Cross-sells priced 60%+ below the main item see the highest uptake rates (GrowthRock, ConvertCart).
- Hero section testing across lifestyle, product, and video imagery produced 8-10% conversion lifts in documented cases (HubSpot).
