Homepage scorecard · Mon Nov 2, 2026
e.l.f. Cosmetics
Verdict · rubric v1.0, pre-calibration
Solid
31/40
- Lowest dimension
- Headline, 1/5
Dimensions
- HeadlineJudgment
0 of 2 checks pass. Product category in view: Cookie modal covers about 60% of the viewport; the visible lipstick sliver is on the page layer… Hero offer: Primary visible content is a cookie consent notice; the hero is mostly covered…
- Value & differentiationJudgment
0 of 2 checks pass. Concrete benefit: Outside the overlay, only "Shop and Earn Extra Beauty Points in the App" and a clipped "Shop Now"; no specific checkable claim. Offer terms: The app banner offers 'Extra Beauty Points' with no amount, minimum, end date or details label.
- Design & hierarchyBoth
3 of 5 checks pass. Single focal point: Cookie panel dominates the viewport and the hero is mostly hidden behind it, so no clear merchandising focal point is visible. Heading in first screen: fail.
- Copy & voiceJudgment
Both checks pass. Original wording: Outside the layer, 'Shop and Earn Extra Beauty Points in the App' is a specific, own-words line, not a stock phrase.
- Call to actionBoth
Both checks pass. Main button label: Outside overlays, the visible buttons are the app banner's 'Open' and a cut-off 'Shop Now' link…
- RelevanceBoth
Both checks pass. Guest access: No sign-in required; the cookie notice has accept and reject options, and the account icon is optional. Shopping is not gated.
- TrustBoth
Both checks pass. Logo in header: The 'e.l.f. eyes.lips.face.' logo shows in the app banner and the 'elf' wordmark shows in the header.
- Technical hygieneCheck
All 5 checks pass.
Checks
- FailProduct category in viewCookie modal covers about 60% of the viewport; the visible lipstick sliver is on the page layer, but only the 'new!' badge and an app banner show above it. No category word is visible.
- PassPage heading
- PassLive hero text
- FailHero offerPrimary visible content is a cookie consent notice; the hero is mostly covered, with only a 'new!' badge and a cut-off 'Shop Now' strip visible.
- FailHeading in first screen
- PassText size
- FailSingle focal pointCookie panel dominates the viewport and the hero is mostly hidden behind it, so no clear merchandising focal point is visible.
- PassMain button in first screen
- PassMain button labelOutside overlays, the visible buttons are the app banner's 'Open' and a cut-off 'Shop Now' link; 'Open' is the most prominent and begins with an imperative verb.
- PassSearch in first screen
- PassMenu button
- FailOpen search box
- PassHTTPS certificate
- PassImage loading
- PassLogo in headerThe 'e.l.f. eyes.lips.face.' logo shows in the app banner and the 'elf' wordmark shows in the header.
- PassOverlay size
- PassFirst screen unobstructedBottom cookie notice has Accept, Reject and Customize buttons and no email field; it covers about 60% of the viewport, so it is a statutory notice, not a promo modal.
- PassPage load
- FailConcrete benefitOutside the overlay, only "Shop and Earn Extra Beauty Points in the App" and a clipped "Shop Now"; no specific checkable claim. "Highly pigmented, lasting lip tint" sits under the overlay.
- FailOffer termsThe app banner offers 'Extra Beauty Points' with no amount, minimum, end date or details label.
- PassOriginal wordingOutside the layer, 'Shop and Earn Extra Beauty Points in the App' is a specific, own-words line, not a stock phrase.
- PassTyposNo misspelled words or grammar errors in the visible text, including the cookie notice and the cut-off 'Highly pigmented, lasting lip tint'.
- PassGuest accessNo sign-in required; the cookie notice has accept and reject options, and the account icon is optional. Shopping is not gated.
- PassCurrency and region
- PassContact or help link
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