Homepage scorecard · Tue Nov 10, 2026
e.l.f. Cosmetics
Verdict · rubric v1.0, pre-calibration
Solid
32/40
- Lowest dimension
- Value & differentiation, 1/5
Dimensions
- HeadlineJudgment
1 of 2 checks pass. Product category in view: Cookie panel covers about 60% of the screen. The unobstructed top shows only the elf logo, 'limited time only' and a cut-off headline…
- Value & differentiationJudgment
0 of 2 checks pass. Concrete benefit: Visible text is 'Shop and Earn Extra Beauty Points in the App', 'limited time only' and 'choose a full size'. Offer terms: The promo bar and hero say 'limited time only' and 'Shop Now', and the banner offers 'Extra Beauty Points', with no amount…
- Design & hierarchyBoth
3 of 5 checks pass. Single focal point: The cookie panel dominates the viewport. Only a clipped 'limited time only' headline is left of the hero, with an app banner above it… Heading in first screen: fail.
- Copy & voiceJudgment
Both checks pass. Original wording: 'limited time only' and 'choose a full size' are partly stock…
- Call to actionBoth
Both checks pass. Main button label: Outside overlays, the app banner has an 'Open' button, which begins with an imperative verb.
- RelevanceBoth
Both checks pass. Guest access: No sign-in wall or greeting to a returning customer. An account icon is visible and the cookie layer asks only for consent…
- TrustBoth
Both checks pass. Logo in header: The elf logo with 'eyes.lips.face.' shows in the app banner, and the elf wordmark shows in the header.
- Technical hygieneCheck
All 5 checks pass.
Checks
- FailProduct category in viewCookie panel covers about 60% of the screen. The unobstructed top shows only the elf logo, 'limited time only' and a cut-off headline, with no product or category word.
- PassPage heading
- PassLive hero text
- PassHero offerVisible primary copy is 'limited time only' plus a cut-off 'choose a full size' headline and 'Shop Now' fragment, which signals a promotional offer.
- FailHeading in first screen
- PassText size
- FailSingle focal pointThe cookie panel dominates the viewport. Only a clipped 'limited time only' headline is left of the hero, with an app banner above it, so no clear hero focal point.
- PassMain button in first screen
- PassMain button labelOutside overlays, the app banner has an 'Open' button, which begins with an imperative verb. The cookie buttons are on an overlay and are ignored.
- PassSearch in first screen
- PassMenu button
- FailOpen search box
- PassHTTPS certificate
- PassImage loading
- PassLogo in headerThe elf logo with 'eyes.lips.face.' shows in the app banner, and the elf wordmark shows in the header.
- PassOverlay size
- PassFirst screen unobstructedBottom cookie consent panel covers about 60% of the height, with Accept, Reject and Customize buttons and no email field. It is borderline on size but a statutory notice.
- PassPage load
- FailConcrete benefitVisible text is 'Shop and Earn Extra Beauty Points in the App', 'limited time only' and 'choose a full size'. No checkable product or service claim is stated.
- FailOffer termsThe promo bar and hero say 'limited time only' and 'Shop Now', and the banner offers 'Extra Beauty Points', with no amount, date or details label.
- PassOriginal wording'limited time only' and 'choose a full size' are partly stock, but 'Shop and Earn Extra Beauty Points in the App' names its own program in its own words. Close call.
- PassTyposAll visible text is correctly spelled and grammatical, including the cookie panel text. Cut-off words at the edges are not counted.
- PassGuest accessNo sign-in wall or greeting to a returning customer. An account icon is visible and the cookie layer asks only for consent, so the visitor can shop as a guest.
- PassCurrency and region
- PassContact or help link
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