Glossier's homepage

“Double overlays and twin buttons are killing conversions before users browse.”

You are leaking conversions the second users land. Forcing a newsletter modal and cookie banner simultaneously triggers instant drop-off. Worse, the opt-out button has the same visual weight as the signup, actively helping users leave. Fix the hierarchy, lead with the financial hook, and clear the path to purchase.

Narrative & Storytelling

5.5/10

The hero banner pitches conceptual 'matchmaking' instead of bundle value, while the newsletter pop-up buries its financial hook.

Usability

4.8/10

Simultaneous administrative overlays create immediate friction, forcing users to close two popups before they can browse.

Visual Design

6.2/10

Strong editorial photography is wasted on a cramped, low-hierarchy modal layout.

Innovation

4.0/10

Relies on generic, high-friction templates that prioritize aggressive list-building over immediate shopping intent.

What's wrong

Double-overlay entry tax

Displaying the email modal and cookie banner simultaneously forces users to clear two administrative hurdles before browsing. This immediate friction spikes early drop-off.
Identical styling on opt-out and opt-in

Styling 'Sign up' and 'No thanks' identically gives the exit path equal weight. You are paying to acquire traffic only to make leaving as attractive as converting.
Burying the 15% discount hook

The primary incentive—15% off—is hidden in small body copy, while the headline wastes prime real estate on 'Join the list'. Lead with the money.

What to fix first

De-emphasize the opt-out and style primary CTA

Make 'Sign up' a solid black button with white text. Strip the border from 'No thanks' and turn it into a low-contrast text link below the main button to guide users down the conversion path.
Lead with the 15% discount in the headline

Swap 'Join the list' for 'Get 15% off your first order'. Put the financial incentive front and center to immediately boost signup rates.
Sequence the cookie banner and newsletter triggers

Delay the newsletter modal until the cookie banner is resolved or the user scrolls 50% of the page. Stop hitting high-intent traffic with a double wall of popups.

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