CeraVe Skincare
Instagram · Video
The ad
I partnered with @cerave to share the skincare routine that’s been keeping things simple and consistent for me lately! Sometimes the GOAT routine really is the one you’ll actually stick to. Featuring the CeraVe Foaming Facial Cleanser + CeraVe AM Facial Moisturizing Lotion SPF 50 as my everyday routine duo. #ceravepartner
See detailsThe funnel behind it
Offer: CeraVe Foaming Facial Cleanser + CeraVe AM Facial Moisturizing Lotion SPF 50 routine duo for stronger skin barrier
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 effectively communicates a 2-product skincare routine with clear benefits and strong message-to-ad alignment. The 'Greatest Duo' positioning directly mirrors the ad's 'GOAT routine' concept. However, the page suffers from critical performance issues (PageSpeed 39), which will severely impact conversion rates and user experience. Social proof is weak—no customer testimonials or ratings visible. The page relies on brand trust and product education rather than user validation. CTAs are clear but the ad's softer 'See details' doesn't match the page's 'SHOP NOW' urgency. Mobile experience is solid, but speed degradation will hurt mobile conversions disproportionately. Recommend: (1) Urgent speed optimization, (2) Add customer reviews/testimonials, (3) Align CTA language between ad and landing page.
What this funnel does right. Steal these.
- Mobile experience: Layout appears responsive and mobile-friendly. Large product images, readable text, stacked sections. Form at bottom is mobile-optimized. No obvious mobile UX issues detected.
- Message match: Strong alignment: ad promotes 2-product routine ('GOAT routine'), page delivers exactly that with 'The Greatest (Duo) of All Time' positioning. Product names, benefits, and routine concept match well.
- Offer clarity: Clear 2-step routine positioning with specific products named (Foaming Facial Cleanser + AM Moisturizing Lotion SPF 50). Benefits are explicit: stronger skin barrier from day 1.
- Call to action: Two 'SHOP NOW' buttons present (one per product section). Clear and action-oriented. However, ad CTA is 'See details' which is softer than the page's 'SHOP NOW'—minor disconnect.
- Trust signals: CeraVe is established brand with dermatologist positioning. Page includes ingredient transparency (ceramides, hyaluronic acid, niacinamide mentioned). Footer has 'Find a Dermatologist' link. Missing: customer reviews, certifications, or third-party validation on this specific page.
- Headline: Page headline '2-STEPS FOR A STRONGER SKIN BARRIER FROM DAY 1' is compelling and benefit-driven. Matches the routine concept well, though could be more specific to the 'GOAT' positioning from ad.
Where it's weak
- Page speed: PageSpeed score of 39 is poor. Significantly below Google's 50+ threshold. Will cause high bounce rates, especially on mobile. Major CRO liability.
Full breakdown
Two 'SHOP NOW' buttons present (one per product section). Clear and action-oriented. However, ad CTA is 'See details' which is softer than the page's 'SHOP NOW'—minor disconnect.
PageSpeed score of 39 is poor. Significantly below Google's 50+ threshold. Will cause high bounce rates, especially on mobile. Major CRO liability.
CeraVe is established brand with dermatologist positioning. Page includes ingredient transparency (ceramides, hyaluronic acid, niacinamide mentioned). Footer has 'Find a Dermatologist' link. Missing: customer reviews, certifications, or third-party validation on this specific page.
Layout appears responsive and mobile-friendly. Large product images, readable text, stacked sections. Form at bottom is mobile-optimized. No obvious mobile UX issues detected.
Page headline '2-STEPS FOR A STRONGER SKIN BARRIER FROM DAY 1' is compelling and benefit-driven. Matches the routine concept well, though could be more specific to the 'GOAT' positioning from ad.
Limited social proof on page. No testimonials, reviews, or user ratings visible. Footer has links to 'Find a Dermatologist' and 'Why CeraVe' but no customer testimonials or ratings. Ad mentions influencer partnership but page doesn't reinforce this.
Strong alignment: ad promotes 2-product routine ('GOAT routine'), page delivers exactly that with 'The Greatest (Duo) of All Time' positioning. Product names, benefits, and routine concept match well.
Clear 2-step routine positioning with specific products named (Foaming Facial Cleanser + AM Moisturizing Lotion SPF 50). Benefits are explicit: stronger skin barrier from day 1.
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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
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