CeraVe Skincare
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The ad
If it ain’t broke, don’t fix it 😉 @CeraVe Facial Foaming Cleanser + AM Facial Moisturizing Lotion aren’t just the ultimate duo…they’re the GOAT 🐐 #ad @CeraVePartner
Learn moreThe funnel behind it
Offer: $29.55 for CeraVe Foaming Facial Cleanser (11 fl oz) + AM Facial Moisturizing Lotion SPF 50; 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 a critical speed problem (PageSpeed 24) that will tank conversions before users even engage. The offer itself is clear and reasonably priced, but the page fails to capitalize on the ad's confident, casual tone—creating a tonal disconnect. The complete absence of customer reviews is a major trust gap for a new bundle listing. While the mobile experience is solid and CTAs are prominent, the lack of social proof, combined with glacial load times and message misalignment, significantly limits conversion potential. The page reads as a standard product listing rather than a compelling 'ultimate duo' narrative that the ad promises.
What this funnel does right. Steal these.
- Mobile experience: Mobile layout is clean and responsive. Product images carousel works well. CTAs are thumb-friendly. Subscription option is clearly presented. Minor: some text density in key features section could be condensed.
- Call to action: Primary CTA 'Add to cart' is prominent, blue, and action-oriented. Secondary options (Subscribe, One-time purchase) provide choice. However, the ad's CTA was 'Learn more' which doesn't match the landing page's primary conversion goal.
- Offer clarity: Bundle offer is clear ($29.55 for cleanser + moisturizer SPF 50). Price and contents are explicit. However, the value proposition vs. individual items isn't highlighted.
Where it's weak
- Page speed: PageSpeed score of 24 is critically poor. This will cause high bounce rates, especially on mobile. Likely image optimization and server response issues. Major CRO killer.
- Social proof: Major weakness: Zero customer reviews (0 ratings | 0 reviews). No testimonials, ratings, or user-generated content visible. This is a new/low-volume listing. Trust signals are absent despite being a CeraVe product (brand trust only).
- Message match: Ad tone is casual, confident ('GOAT', 'ain't broke'), emphasizing the duo as proven/reliable. Landing page is clinical/functional with product specs. Tonal mismatch. Ad promises 'ultimate duo' but page doesn't reinforce this narrative or comparison.
Full breakdown
Primary CTA 'Add to cart' is prominent, blue, and action-oriented. Secondary options (Subscribe, One-time purchase) provide choice. However, the ad's CTA was 'Learn more' which doesn't match the landing page's primary conversion goal.
PageSpeed score of 24 is critically poor. This will cause high bounce rates, especially on mobile. Likely image optimization and server response issues. Major CRO killer.
Walmart branding and 'Sold and shipped by Walmart.com' provide baseline trust. Free 90-day returns policy is visible. However, zero customer reviews undermine credibility. No dermatologist endorsements or certifications highlighted despite product claims.
Mobile layout is clean and responsive. Product images carousel works well. CTAs are thumb-friendly. Subscription option is clearly presented. Minor: some text density in key features section could be condensed.
Product title is functional but generic: 'CeraVe Foaming Facial Cleanser and AM Facial Moisturizing Lotion SPF 50 Bundle, Normal to Oily Skin'. Lacks emotional hook or benefit-driven language to match the casual, confident tone of the ad.
Major weakness: Zero customer reviews (0 ratings | 0 reviews). No testimonials, ratings, or user-generated content visible. This is a new/low-volume listing. Trust signals are absent despite being a CeraVe product (brand trust only).
Ad tone is casual, confident ('GOAT', 'ain't broke'), emphasizing the duo as proven/reliable. Landing page is clinical/functional with product specs. Tonal mismatch. Ad promises 'ultimate duo' but page doesn't reinforce this narrative or comparison.
Bundle offer is clear ($29.55 for cleanser + moisturizer SPF 50). Price and contents are explicit. However, the value proposition vs. individual items isn't highlighted.
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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
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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