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: $29.55 - Price when purchased online
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 does well with clear pricing, prominent CTA placement, mobile responsiveness, and comprehensive product details including key features and bundle contents. However, it suffers from critical weaknesses: the ad's celebrity endorsement (Iman Shumpert) is completely absent from the page, creating severe message mismatch; the page has zero customer reviews despite being a product listing; the PageSpeed score of 28 is critically poor; and there's minimal trust-building elements beyond Walmart's brand and a generic "Free 90-day returns" policy. The disconnect between the celebrity-driven ad and the generic product page significantly undermines conversion potential.
What this funnel does right. Steal these.
- Mobile experience: The page layout is responsive with stacked elements, readable text, and touch-friendly buttons appropriate for mobile viewing.
- Offer clarity: Price is clearly displayed at $29.55 with 'Price when purchased online' qualifier, and the bundle contents are explicitly stated as two items.
- Call to action: The 'Add to cart' button is prominently placed in blue, highly visible, and appears above the fold with clear contrast.
Where it's weak
- Page speed: PageSpeed score of 28 is critically poor, indicating severe performance issues that will cause high bounce rates and poor user experience.
- Social proof: The page shows '0 ratings | 0 reviews' with a message stating 'This item does not have any reviews yet,' providing zero social proof despite being a Walmart product.
- Message match: The ad emphasizes Iman Shumpert's celebrity endorsement and a 'two-step routine,' but the landing page contains zero mention of the celebrity, celebrity testimonial, or any routine-focused messaging.
- Trust signals: Walmart branding and 'Free 90-day returns' policy provide baseline trust, but lack of reviews, no dermatologist credentials visible, and missing celebrity endorsement reduce credibility.
Full breakdown
The 'Add to cart' button is prominently placed in blue, highly visible, and appears above the fold with clear contrast.
PageSpeed score of 28 is critically poor, indicating severe performance issues that will cause high bounce rates and poor user experience.
Walmart branding and 'Free 90-day returns' policy provide baseline trust, but lack of reviews, no dermatologist credentials visible, and missing celebrity endorsement reduce credibility.
The page layout is responsive with stacked elements, readable text, and touch-friendly buttons appropriate for mobile viewing.
The headline is descriptive and product-focused but generic and lengthy, lacking emotional appeal or benefit-driven language.
The page shows '0 ratings | 0 reviews' with a message stating 'This item does not have any reviews yet,' providing zero social proof despite being a Walmart product.
The ad emphasizes Iman Shumpert's celebrity endorsement and a 'two-step routine,' but the landing page contains zero mention of the celebrity, celebrity testimonial, or any routine-focused messaging.
Price is clearly displayed at $29.55 with 'Price when purchased online' qualifier, and the bundle contents are explicitly stated as two items.
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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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