essence makeup
Beautyessencemakeup.com
Average
out of 100
Essence Makeup's Lash Princess page has a solid foundation — the product name, price, and a strong 1,433-review rating are all above the fold — but it is critically undermined by a PSI mobile score of 29/100 that means most cold visitors never load the page at all. Social proof is the brand's strongest visible dimension, with a well-placed star rating and high review count, but the Refinery29 award is wasted in body copy and there is no UGC or video to close the deal. The single most critical gap is mobile performance: a 26.8-second LCP is a conversion killer that makes every other optimization irrelevant until it is fixed.
Top Finding
No video content — no autoplay loop, no before/after demo, no embedded tutorial. For a mascara product where the application result is the entire purchase driver, the absence of video is a significant missed opportunity.
visual merch · high
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Score breakdown across all 5 dimensions, every finding, prioritized fix list, and category benchmark position.