CeraVe Skincare
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The ad
The record shows @cerave Hydrating Cream to Foam Cleanser, developed with derms, does in fact remove makeup, oil & dirt!! Thank you 3 essential ceramides and amino acids #ceravePartner
Learn moreThe funnel behind it
Offer: Hydrating Cream-to-Foam Cleanser with 3 essential ceramides and amino acids. Removes makeup, oil & dirt. Developed with dermatologists. $13.68 for 12 fl oz.
Funnel score
8-point CRO breakdown
How well the landing page behind the ad is built to convert, scored across 8 factors: offer, copy, speed, trust, mobile, message-match, CTA, and social proof.
This Walmart product page effectively converts the ad's claims into a purchase-ready experience. The product positioning is clear with strong social proof (4.7★, 4,888 ratings, 2,054 reviews with 83% 5-star distribution). Key ad claims about makeup removal, dermatologist development, and ceramides are prominently featured. The mobile experience is responsive and user-friendly. However, the page is severely hampered by a critical PageSpeed score of 27, which will cause significant abandonment and poor conversion rates. The CTA alignment could be stronger—the ad says 'Learn more' but the page immediately pushes toward purchase. Trust is well-established through Walmart's authority, verified reviews with photos, and clear return policies. Overall, this is a solid product page undermined by performance issues.
What this funnel does right. Steal these.
- Social proof: Excellent social proof: 4.7/5 stars from 4,888 ratings and 2,054 reviews. 83% 5-star ratings shown. Multiple verified customer reviews with photos visible. 'Overall pick' badge. 'Best seller' designation. Strong credibility signals.
- Trust signals: Strong trust signals: Walmart branding, 'Sold and shipped by Walmart.com', free 90-day returns, dermatologist-developed claim, ceramide/amino acid transparency, 4,888 verified reviews with photos. Subscription option adds confidence. Minor: no visible security badges in captured sections.
- Mobile experience: Mobile-responsive layout observed. Touch-friendly buttons, readable text, proper spacing. Size selector and quantity controls are accessible. Image carousel works on mobile. Delivery options clearly displayed. Minor: some text density in features section.
- Offer clarity: Clear product positioning with specific benefits (makeup removal, hydrating, ceramides). Multiple size options with transparent pricing ($13.68 for 12 fl oz). Price-per-fl-oz comparison provided.
- Call to action: Primary CTA 'Add to cart' is prominent, blue, and action-oriented. Secondary subscription option provided. However, 'Learn more' from ad doesn't directly appear—page jumps to purchase. Good conversion intent but could better support the ad's 'Learn more' messaging.
- Headline: Product name 'CeraVe Face Wash Hydrating Cream-to-Foam Cleanser' is descriptive and benefit-focused. Subtitle mentions 'Makeup Remover' which directly addresses ad claim. Could be more compelling/emotional.
- Message match: Ad emphasizes makeup removal, dermatologist development, ceramides, and amino acids. Page confirms all these points in product description and key features. Good alignment. Ad's social proof angle ('record shows') matches page's strong ratings. Minor gap: ad's 'Learn more' CTA doesn't match immediate purchase focus.
Where it's weak
- Page speed: PageSpeed score of 27 is critically poor. This severely impacts user experience, bounce rates, and conversion. Page likely takes 5+ seconds to load on mobile. Major CRO liability.
Full breakdown
Primary CTA 'Add to cart' is prominent, blue, and action-oriented. Secondary subscription option provided. However, 'Learn more' from ad doesn't directly appear—page jumps to purchase. Good conversion intent but could better support the ad's 'Learn more' messaging.
PageSpeed score of 27 is critically poor. This severely impacts user experience, bounce rates, and conversion. Page likely takes 5+ seconds to load on mobile. Major CRO liability.
Strong trust signals: Walmart branding, 'Sold and shipped by Walmart.com', free 90-day returns, dermatologist-developed claim, ceramide/amino acid transparency, 4,888 verified reviews with photos. Subscription option adds confidence. Minor: no visible security badges in captured sections.
Mobile-responsive layout observed. Touch-friendly buttons, readable text, proper spacing. Size selector and quantity controls are accessible. Image carousel works on mobile. Delivery options clearly displayed. Minor: some text density in features section.
Product name 'CeraVe Face Wash Hydrating Cream-to-Foam Cleanser' is descriptive and benefit-focused. Subtitle mentions 'Makeup Remover' which directly addresses ad claim. Could be more compelling/emotional.
Excellent social proof: 4.7/5 stars from 4,888 ratings and 2,054 reviews. 83% 5-star ratings shown. Multiple verified customer reviews with photos visible. 'Overall pick' badge. 'Best seller' designation. Strong credibility signals.
Ad emphasizes makeup removal, dermatologist development, ceramides, and amino acids. Page confirms all these points in product description and key features. Good alignment. Ad's social proof angle ('record shows') matches page's strong ratings. Minor gap: ad's 'Learn more' CTA doesn't match immediate purchase focus.
Clear product positioning with specific benefits (makeup removal, hydrating, ceramides). Multiple size options with transparent pricing ($13.68 for 12 fl oz). Price-per-fl-oz comparison provided.
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75dVIDEO@cerave might have us beat for best duo #CeraVePartner
55dVIDEOThe record shows @cerave Hydrating Cream to Foam Cleanser, developed with derms, does in fact remove makeup, oil & dirt!! Thank you 3 essential ceramides and amino acids #ceravePartner
55dVIDEOThe record shows @cerave Hydrating Cream to Foam Cleanser, developed with derms, does in fact remove makeup, oil & dirt!! Thank you 3 essential ceramides and amino acids #ceravePartner
55dVIDEO@cerave might have us beat for best duo #CeraVePartner
35dVIDEO24-hour call days don’t leave much room to think about skincare-but this is the routine I keep coming back to because it’s simple and it works. Long hours in the OR, running to deliveries-I need skincare that keeps up without overcomplicating things. @cerave has been that constant for me. #ceravepartner
35dVIDEO24-hour call days don’t leave much room to think about skincare-but this is the routine I keep coming back to because it’s simple and it works. Long hours in the OR, running to deliveries-I need skincare that keeps up without overcomplicating things. @cerave has been that constant for me. #ceravepartner
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