Primary CTA Prominence Score: 9
CTA Density: just_right
Thumb Reachability Score: 8
Visual Hierarchy Effectiveness: Strong
Unique CTA Strategies: Extremely minimalist design. The 'Add to Cart' button is large, black, and pill-shaped, providing excellent contrast and a clear action. The newsletter signup CTA is just an input field with no visible button, implying 'Enter' to submit, which is a risky but clean approach.
Primary CTA Prominence Score: 8
CTA Density: just_right
Thumb Reachability Score: 9
Visual Hierarchy Effectiveness: Strong
Unique CTA Strategies: Excellent use of primary ('Shop Now' - solid button) vs. secondary ('Learn More' - text link) CTAs. The 'Add' buttons on product cards are small but have good color contrast. The routine quiz CTA ('Take The Routine Quiz') is a strong, full-width button that clearly communicates its value.
Primary CTA Prominence Score: 7
CTA Density: too_many
Visual Hierarchy Effectiveness: Moderate
Thumb Reachability Score: 7
Unique CTA Strategies: Uses a branded light green for some CTAs, which has moderate contrast. 'Add to Bag' CTAs are text-only, reducing their prominence. The page feels busy with many competing CTAs of similar visual weight, potentially causing choice paralysis.
Primary CTA Prominence Score: 7
CTA Density: just_right
Visual Hierarchy Effectiveness: Strong
Thumb Reachability Score: 6
Unique CTA Strategies: Relies heavily on ghost buttons ('Shop Now', 'About Us'). This creates a very elegant, understated look but may reduce click-through rates compared to solid buttons. No direct 'Add to Cart' on the homepage, forcing users to click through to product pages.
Primary CTA Prominence Score: 8
CTA Density: just_right
Visual Hierarchy Effectiveness: Strong
Thumb Reachability Score: 7
Unique CTA Strategies: Uses a vibrant, on-brand green for key CTAs ('Shop the System') which stands out well. The multi-step CTA for the 'System' is excellent, clearly labeling 'Step 1' and 'Step 2' with disabled 'Add to Cart' buttons until a product is selected.
Primary CTA Prominence Score: 8
CTA Density: just_right
Visual Hierarchy Effectiveness: Strong
Thumb Reachability Score: 7
Unique CTA Strategies: Uses a mix of solid black buttons for primary actions and ghost buttons for product selection ('2 Sizes'). The newsletter signup CTA is very clear with an icon-only '→' button, a modern and space-saving technique.
Primary CTA Prominence Score: 7
CTA Density: just_right
Visual Hierarchy Effectiveness: Moderate
Thumb Reachability Score: 8
Unique CTA Strategies: Features a prominent 'Find Your Formulation' interactive quiz, a powerful product discovery tool. 'Add To Cart' is a text link, which is a low-prominence choice. The use of dropdowns for size selection directly on the homepage is a great way to reduce clicks.
Primary CTA Prominence Score: 8
CTA Density: just_right
Visual Hierarchy Effectiveness: Strong
Thumb Reachability Score: 8
Unique CTA Strategies: Excellent use of multi-step 'Add to bag'. Users must select a size/shade first, which then activates the 'Add to bag' button. The button is disabled (greyed out) initially, clearly communicating the required action. Category CTAs ('Shop Skincare', 'Shop Makeup') are overlaid on large, appealing images.
Primary CTA Prominence Score: 9
CTA Density: just_right
Visual Hierarchy Effectiveness: Strong
Thumb Reachability Score: 8
Unique CTA Strategies: Luxury feel with high-contrast black and white CTAs. The 'Add to Cart' buttons are clear and consistent. The 'Shop by Category' section uses large, high-quality images as tappable targets, which is visually engaging.
Primary CTA Prominence Score: 8
CTA Density: just_right
Visual Hierarchy Effectiveness: Strong
Thumb Reachability Score: 9
Unique CTA Strategies: Uses its signature blue as an accent color for CTAs, which contrasts well with the site's palette. 'Add to Bag' buttons are prominent and thumb-friendly. The 'Subscribe & Save' option is clearly presented as a toggle or separate button, a great strategy for promoting subscriptions.
Primary CTA Prominence Score: 7
CTA Density: just_right
Visual Hierarchy Effectiveness: Moderate
Thumb Reachability Score: 6
Unique CTA Strategies: Similar to Merit, relies heavily on ghost buttons for a sophisticated aesthetic. The 'Build Your Ritual' CTA is a strong, personalized call to action. 'Add to Cart' is a simple text link, which weakens the conversion path on the homepage.
Primary CTA Prominence Score: 8
CTA Density: too_few
Visual Hierarchy Effectiveness: Weak
Thumb Reachability Score: 7
Unique CTA Strategies: The 'Add to Cart' CTA is a simple text link with no button styling, giving it very low visual priority. The category navigation ('Brightening', 'Calming') are not tappable CTAs. The newsletter CTA button text 'Shop' is confusing and misaligned with the user's intent to subscribe.
Primary CTA Prominence Score: 7
CTA Density: just_right
Visual Hierarchy Effectiveness: Moderate
Thumb Reachability Score: 7
Unique CTA Strategies: Uses ghost buttons for primary CTAs ('Shop Now'). Product cards feature shade swatches that are directly tappable, a great visual way to handle product options. The 'Add to Bag' button is only implied after a shade is selected, which could be made clearer.
Primary CTA Prominence Score: 9
CTA Density: just_right
Visual Hierarchy Effectiveness: Strong
Thumb Reachability Score: 8
Unique CTA Strategies: Uses 'Add to Makeup Bag', which is a nice branding touch. The CTAs are full-width, black, high-contrast buttons that are impossible to miss. Excellent clarity and visual hierarchy. The newsletter signup has a very clear 'I want to receive...' consent checkbox, which is good for compliance.
Primary CTA Prominence Score: 7
CTA Density: just_right
Visual Hierarchy Effectiveness: Strong
Thumb Reachability Score: 8
Unique CTA Strategies: Ultra-minimalist design using ghost buttons ('Buy Glazing Mist', 'Get The Set'). This aligns with the brand's 'glazed donut' aesthetic but may sacrifice some conversion power for style. The newsletter signup uses a simple arrow icon as the submit button, a clean and modern choice.
Description: The most effective homepages use a solid, high-contrast (often black or dark grey) button for the primary call to action. This immediately establishes visual hierarchy and guides the user to the most important next step. Examples: Necessaire, Saie, Dr. Sturm.
Effectiveness Score: 10
Description: Allowing users to add items to their cart directly from homepage product listings reduces friction and streamlines the path to purchase. This should be a clear, tappable button, not just a text link. Examples: Hero Cosmetics, Summer Fridays, Saie.
Effectiveness Score: 9
Description: When multiple options are presented (e.g., 'Shop Now' and 'Learn More'), using distinct styles (solid button vs. ghost button/text link) prevents confusion and directs attention to the preferred action. Example: Hero Cosmetics.
Effectiveness Score: 9
Description: CTA text should be clear and predictable. 'Shop Now', 'Add to Cart', and 'Subscribe' are standard for a reason. Vague or confusing copy (like 'Shop' for a newsletter signup) harms conversion. Specificity like 'Take The Routine Quiz' is also very effective.
Effectiveness Score: 8
Description: CTAs leading to quizzes ('Find Your Routine') or personalized builders ('Build Your Ritual') are a powerful way to engage users, collect data, and provide tailored recommendations, increasing purchase confidence. Examples: The Ordinary, Hero Cosmetics.
Effectiveness Score: 8
Brand Analyzed: Loops Beauty
Recommendations:
Primary Vs Secondary: Many brands use a solid, high-contrast button for the primary action (e.g., 'Shop Now') and a ghost button (outline only) or simple text link for the secondary action (e.g., 'Learn More'). This creates a clear visual hierarchy.
High Contrast Buttons: The most common and effective pattern is a solid black or dark grey button with white text. This provides maximum contrast against lighter backgrounds and immediately draws the eye (e.g., Necessaire, Hero Cosmetics, Loops).
Branded Color Buttons: Some brands use a key brand color for primary CTAs to reinforce brand identity while still creating contrast (e.g., Summer Fridays uses blue, Sofie Pavitt uses green). This is effective if the color has enough contrast with the background.
Ghost Buttons: Buttons with a transparent background and a solid border are frequently used for secondary or informational CTAs like 'About Us' or 'Learn More' (e.g., Merit, Crown Affair). They suggest action without competing with the primary CTA.
Pill Shape Vs Rectangle: Pill-shaped (fully rounded ends) or rounded rectangle buttons are dominant. They feel modern and friendly. Sharp-cornered rectangles are rare.
Text Links With Arrows: For secondary navigation like 'Shop All' or 'See All', a common pattern is a simple text link followed by an arrow icon (→). This indicates forward movement to a new page or section.
Integrated Add To Cart: Instead of a simple button, some show size/shade selectors first, which then enable the 'Add to Cart' button. This is a multi-step CTA integrated directly into product cards on the homepage (e.g., The Ordinary, Glossier).
Hero Section: Primary hero CTAs are almost universally placed in the center of the hero image, below the main headline, well within the easy-to-see-and-tap zone.
Thumb Zone Product Cards: 'Add to Cart'/'Add to Bag' buttons are typically placed at the bottom of product cards, making them easily reachable with the thumb when scrolling.
Sticky Top Banner: Promotional offers (e.g., 'Free Shipping Over $X') are consistently placed in a sticky or static banner at the very top of the page.
Footer Newsletter: The newsletter signup form is most commonly found in the footer or just above it. This is a standard web convention and where users expect to find it if they're looking for it.
Mid Page Category Nav: Large, tappable images or colored blocks are used mid-page to break up the scroll and guide users to major categories like 'Skincare' or 'Makeup' (e.g., Glossier, Dr. Sturm).
Right Aligned Navigation: 'Shop All' or 'See All' text links are often placed on the right side of the screen, aligned with a section heading. This follows the natural Z-pattern of scanning.
Shopping Intent:
Add To Purchase:
Discovery Intent:
Newsletter Subscribe: