Tower 28 Beauty
Beautytower28beauty.com
Solid
out of 100
Summary
Tower 28 Beauty's Swipe Serum Concealer page is a well-structured, content-rich PDP that earns a Solid 74/100. Its strongest dimension is Clarity — product name, price, star rating, and review count are all above the fold on mobile with a clear value proposition. The single most critical gap is mobile performance: a PSI score of 52 with a 21.8-second LCP means a large share of cold mobile visitors are bouncing before the page renders, undermining every other conversion investment on the page.
AI-Shoppable
100 / 100 · StrongProduct structured data is present and AI crawlers are allowed. 0 of 11 signals still missing.
Top Fixes
- 1
Optimize the hero image carousel for mobile: compress images, implement lazy loading for non-hero slides, and use next-gen formats (WebP/AVIF) to bring LCP below 4 seconds. A 21.8s LCP is losing a significant share of cold mobile visitors before they ever see the product.
- 2
Add at least one application video (autoplay loop or embedded tutorial) to the product page — concealer is a technique-dependent product and video demonstrating the serum-to-coverage payoff would directly address the top purchase hesitation and reduce returns.
- 3
Surface customer photo reviews (UGC) in the review section and add a named press/media bar ('As Seen In'). With 1,029 reviews, Tower 28 almost certainly has photo submissions — displaying them near the shade selector would reduce shade-matching anxiety and lift conversion.
Findings
PSI mobile score is 52/100 with an LCP of 21.8 seconds and FCP of 4.7 seconds. An LCP of nearly 22 seconds is critically slow — the hero product image is almost certainly the culprit given the large carousel. This will cause significant drop-off on cold mobile loads.
mobile performance · critical
No video content is visible anywhere on the page — no autoplay loop, embedded video, or video thumbnail. For a beauty concealer where application technique is a key purchase driver, this is a meaningful gap.
visual merch · high
No photo reviews or UGC are visible in the screenshots. The page shows feature icons and lifestyle imagery but no customer-submitted photos in a review section, which is a trust gap for a shade-matching product.
social proof · high
The short description — 'A hydrating concealer that glides on like a serum but has the medium-buildable coverage power to instantly cover dark circles, redness, and blemishes' — functions as a solid value proposition, but it sits below the fold on mobile and requires a scroll to reach. The hero section has no above-the-fold tagline.
clarity · medium
Shade selection shows 28 swatches with a 'Take Shade Quiz' link and undertone labels (e.g., 'Fair with Pink undertones'). However, with 28 shades displayed as small color dots on mobile, the picker is visually dense and could cause decision paralysis without a clearer shade-finder prompt above the grid.
purchase friction · medium
No press mentions, 'As Seen In' bar, or named certification badges are visible on the page. The trust signals present ('Silicone-Free', 'Sensitive Skin Safe', 'Won't Clog Pores') are product claims, not third-party endorsements.
social proof · medium
No money-back guarantee or explicit return policy detail is shown near the CTA — 'Free Returns' is mentioned in the shipping line but no timeframe or process detail is given, which reduces reassurance for first-time buyers.
purchase friction · medium
Image carousel shows 10+ images including product-only shots, on-skin application close-ups, and model lifestyle shots. Thumbnail strip is visible on both mobile and desktop, confirming 5+ images.
visual merch · low
Product name 'Swipe Serum Concealer®' and price '$24.00' are both visible above the fold on mobile, immediately below the hero image carousel. No scrolling required.
clarity · low
The 'Add — $24.00' CTA button is prominent in red on mobile and appears sticky on scroll based on the screenshot layout. Shipping clarity ('Free Shipping $30+ • Free Returns') is shown directly below the CTA — visible without scrolling past the buy box.
purchase friction · low
CTA reads 'Add — $24.00', which is more specific than a generic 'Add to Cart' and reinforces price at point of action. Scores well for specificity.
clarity · low
Star rating (4.5 stars) and review count (1,029 Reviews) are displayed directly below the product title on both mobile and desktop — well above the fold. Review volume of 1,000+ earns full points.
social proof · low
'Subscribe & Save 10%' toggle is present directly above the CTA, and 'Pair It With' bundle section shows complementary products ('Everyday Base-ics Set — $50.00', 'SunnyDays™ Tinted SPF 30 — $32.00'). Both upsell and subscription options are covered.
purchase friction · low
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