CeraVe Skincare
Facebook · Instagram · Video
The ad
A lot has changed over the years… but not Iman Shumpert’s two-step @CeraVe routine.
Learn moreThe funnel behind it
Offer: CeraVe Foaming Facial Cleanser and AM Facial Moisturizing Lotion SPF 50 Bundle for $29.55 (price when purchased online). Includes two-step morning cleanse and protect routine. 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 landing page suffers from critical CRO gaps that undermine conversion potential. The most damaging issue is the complete absence of social proof—zero reviews on a new product listing creates friction and doubt. The message-match problem is severe: the ad references Iman Shumpert's endorsement, but the landing page contains no celebrity content, testimonial, or lifestyle imagery, creating a broken promise. The PageSpeed score of 34 is unacceptable and will cause significant abandonment. While the offer is clear, the mobile experience is solid, and Walmart's trust signals are present, these positives are overwhelmed by the lack of social proof, poor page speed, and ad-to-page disconnect. The page needs: (1) customer reviews/ratings, (2) influencer content or testimonial matching the ad, (3) urgent speed optimization, and (4) lifestyle imagery showing the product in use.
What this funnel does right. Steal these.
- Mobile experience: Mobile layout is clean and responsive. Product images carousel works well. CTAs are thumb-friendly. Navigation is accessible. Minor: some text could be larger for readability on small screens.
- Call to action: Primary CTA 'Add to cart' is prominent, blue, and action-oriented. Secondary subscription option provided. However, no urgency signals (limited stock, time-sensitive offers) to drive immediate action.
- Offer clarity: Bundle offer is clear ($29.55 for cleanser + moisturizer SPF 50). Price and what's included are explicit. However, the value proposition vs. individual items isn't highlighted.
Where it's weak
- Page speed: PageSpeed score of 34 is critically poor. Slow load times will increase bounce rate, especially on mobile. This is a major CRO killer—users may abandon before seeing product details.
- Social proof: Critical weakness: Zero customer reviews (0 ratings | 0 reviews). No testimonials, influencer mention (despite ad referencing Iman Shumpert), user-generated content, or trust badges visible. This severely undermines credibility for a new product listing.
- Message match: Ad mentions 'Iman Shumpert's two-step routine' but landing page has zero celebrity endorsement, testimonial, or lifestyle imagery. Ad creates expectation of influencer content that isn't delivered. Significant disconnect between ad promise and page content.
- Headline: No headline present on landing page. The product title 'CeraVe Foaming Facial Cleanser and AM Facial Moisturizing Lotion SPF 50 Bundle, Normal to Oily Skin' is functional but not compelling or benefit-driven.
Full breakdown
Primary CTA 'Add to cart' is prominent, blue, and action-oriented. Secondary subscription option provided. However, no urgency signals (limited stock, time-sensitive offers) to drive immediate action.
PageSpeed score of 34 is critically poor. Slow load times will increase bounce rate, especially on mobile. This is a major CRO killer—users may abandon before seeing product details.
Positive: Walmart branding, free 90-day returns, 'Sold and shipped by Walmart.com', dermatologist-developed product claims. Negative: Zero reviews, no customer testimonials, no security badges visible in screenshots. Trust is moderate but could be stronger.
Mobile layout is clean and responsive. Product images carousel works well. CTAs are thumb-friendly. Navigation is accessible. Minor: some text could be larger for readability on small screens.
No headline present on landing page. The product title 'CeraVe Foaming Facial Cleanser and AM Facial Moisturizing Lotion SPF 50 Bundle, Normal to Oily Skin' is functional but not compelling or benefit-driven.
Critical weakness: Zero customer reviews (0 ratings | 0 reviews). No testimonials, influencer mention (despite ad referencing Iman Shumpert), user-generated content, or trust badges visible. This severely undermines credibility for a new product listing.
Ad mentions 'Iman Shumpert's two-step routine' but landing page has zero celebrity endorsement, testimonial, or lifestyle imagery. Ad creates expectation of influencer content that isn't delivered. Significant disconnect between ad promise and page content.
Bundle offer is clear ($29.55 for cleanser + moisturizer SPF 50). Price and what's included are explicit. However, the value proposition vs. individual items isn't highlighted.
More ads from CeraVe Skincare
View all →
75dVIDEO@cerave might have us beat for best duo #CeraVePartner
75dVIDEOThe 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
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
Keep exploring
Data from the public Meta Ad Library. Funnelens is not affiliated with or endorsed by Meta. See data sources.