CeraVe Skincare
Instagram · Video
The ad
A good skincare routine will never go out of style 👏 This @cerave duo has truly stayed the GOAT for a reason. #ceravepartner ✨ Fragrance free ✨ Developed with dermatologists ✨ Formulated with ceramides, HA + niacinamide
Learn moreThe funnel behind it
Offer: CeraVe Foaming Facial Cleanser + AM Facial Moisturizing Lotion SPF 50 Bundle for Normal to Oily Skin. Fragrance-free, developed with dermatologists, formulated with ceramides, hyaluronic acid, and niacinamide. $29.55 with free 90-day returns.
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 for a CeraVe skincare bundle has solid offer clarity and mobile experience, but is severely hampered by two critical issues: (1) A catastrophic PageSpeed score of 31 will cause significant mobile abandonment, and (2) Zero customer reviews/ratings on a new bundle listing creates trust friction despite Walmart's brand authority. The ad-to-page message match is strong (skincare benefits align well), and the CTA is prominent. However, the lack of social proof is the page's biggest vulnerability—competitors shown have 8,500+ ratings. The subscription option and free returns help, but can't overcome the review deficit. Recommendation: Prioritize speed optimization (likely image compression, lazy loading, server response time) and consider seeding reviews or highlighting individual product ratings (cleanser has strong reviews separately). The page would benefit from customer testimonials or before/after imagery to compensate for bundle-level review absence.
What this funnel does right. Steal these.
- Mobile experience: Mobile layout is clean and responsive. Product images carousel works well. CTAs are thumb-friendly. Delivery/pickup options clearly displayed. Subscription toggle is accessible. Minor: some text could be larger for readability on small screens.
- Offer clarity: Bundle offer is clear: Foaming Facial Cleanser + AM Facial Moisturizing Lotion SPF 50. Price ($29.55) and contents are explicit. Key benefits listed (fragrance-free, dermatologist-developed, ceramides/HA/niacinamide).
- Call to action: Primary CTA 'Add to cart' is prominent, blue, and action-oriented. Secondary 'Subscribe' option provided. However, ad CTA was 'Learn more' (softer), creating slight friction. Button placement is good but could be higher on mobile.
- Trust signals: Walmart branding and 'Sold and shipped by Walmart.com' builds trust. Free 90-day returns policy displayed. Dermatologist-developed claim supported. However, zero customer reviews on a new bundle listing creates hesitation. No trust badges visible (SSL, security seals). Subscribe option adds credibility.
- Message match: Good alignment between ad messaging and landing page. Ad highlights fragrance-free, dermatologist-developed, and key ingredients—all confirmed on page. Bundle positioning matches. Minor gap: ad emphasizes 'GOAT' status but page lacks social proof to support this claim.
Where it's weak
- Page speed: PageSpeed score of 31 is critically poor. Page will load slowly on mobile (primary conversion device), causing abandonment. This is a major CRO killer—fast pages convert 2-3x better. Walmart's infrastructure should perform better.
- Social proof: Critical weakness: Product has 0 ratings and 0 reviews (explicitly stated). No customer testimonials, ratings, or user-generated content. Comparison table shows other products with 8594+ ratings. This significantly undermines credibility for a new/bundled listing.
Full breakdown
Primary CTA 'Add to cart' is prominent, blue, and action-oriented. Secondary 'Subscribe' option provided. However, ad CTA was 'Learn more' (softer), creating slight friction. Button placement is good but could be higher on mobile.
PageSpeed score of 31 is critically poor. Page will load slowly on mobile (primary conversion device), causing abandonment. This is a major CRO killer—fast pages convert 2-3x better. Walmart's infrastructure should perform better.
Walmart branding and 'Sold and shipped by Walmart.com' builds trust. Free 90-day returns policy displayed. Dermatologist-developed claim supported. However, zero customer reviews on a new bundle listing creates hesitation. No trust badges visible (SSL, security seals). Subscribe option adds credibility.
Mobile layout is clean and responsive. Product images carousel works well. CTAs are thumb-friendly. Delivery/pickup options clearly displayed. Subscription toggle is accessible. Minor: some text could be larger for readability on small screens.
Page headline 'CeraVe Foaming Facial Cleanser and AM Facial Moisturizing Lotion SPF 50 Bundle, Normal to Oily Skin' is descriptive but generic. Ad had no headline field, reducing alignment. Lacks emotional hook or value proposition.
Critical weakness: Product has 0 ratings and 0 reviews (explicitly stated). No customer testimonials, ratings, or user-generated content. Comparison table shows other products with 8594+ ratings. This significantly undermines credibility for a new/bundled listing.
Good alignment between ad messaging and landing page. Ad highlights fragrance-free, dermatologist-developed, and key ingredients—all confirmed on page. Bundle positioning matches. Minor gap: ad emphasizes 'GOAT' status but page lacks social proof to support this claim.
Bundle offer is clear: Foaming Facial Cleanser + AM Facial Moisturizing Lotion SPF 50. Price ($29.55) and contents are explicit. Key benefits listed (fragrance-free, dermatologist-developed, ceramides/HA/niacinamide).
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75dVIDEO@cerave might have us beat for best duo #CeraVePartner
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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
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