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 - CeraVe Foaming Facial Cleanser (8 fl oz) + AM Facial Moisturizing Lotion SPF 50 bundle. Free 90-day returns. Subscribe option available.
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 mismatch between ad promise and page delivery. The ad leverages celebrity endorsement (Iman Shumpert) and lifestyle narrative ('two-step routine'), but the page is a generic product listing with no storytelling, no celebrity mention, and no routine education. The complete absence of customer reviews (0 ratings, 0 reviews) is a major red flag that undermines purchase confidence, especially when competing products show 4800+ reviews. The catastrophic PageSpeed score of 33 will cause significant mobile abandonment. While the offer is clear and CTAs are functional, the page fails to build emotional connection or social proof. The bundle positioning is weak—it's presented as a product SKU rather than a curated skincare solution. To improve: (1) Add customer testimonials/reviews, (2) Incorporate Iman Shumpert content/story, (3) Explain the two-step routine benefits, (4) Fix page speed urgently, (5) Add dermatologist credentials, (6) Create lifestyle/benefit-focused copy.
What this funnel does right. Steal these.
- Mobile experience: Mobile layout is responsive and functional. Product images are clear, CTAs are tappable, and key information (price, shipping, returns) is accessible. Navigation is clean. Minor: some text could be larger for readability.
- Call to action: Primary CTA 'Add to cart' is prominent, blue, and well-positioned. Secondary options (Subscribe, One-time purchase) are clear. However, ad promised 'Learn more' but landing page goes straight to purchase flow without educational content about the routine.
- Offer clarity: Bundle offer is clear ($29.55 for cleanser + moisturizer SPF 50). Price is prominent and subscription option is visible, but bundle contents could be more explicitly highlighted above the fold.
Where it's weak
- Page speed: PageSpeed score of 33 is critically poor. Page will load slowly on mobile, causing abandonment. This is a major conversion killer, especially for impulse purchases. Walmart's infrastructure should perform better.
- Social proof: Critical weakness: Product has 0 ratings and 0 reviews. No customer testimonials, ratings, or social proof visible. Similar products shown have 4.8+ star ratings (12847 reviews for Cetaphil, 4878 for CeraVe alternatives), making this bundle appear unproven by comparison.
- Message match: Poor alignment. Ad emphasizes Iman Shumpert's 'two-step routine' and lifestyle angle, but landing page is purely transactional product listing with no mention of the celebrity, routine benefits, or lifestyle narrative. Missing opportunity to connect ad story to page content.
- Headline: Product title is functional but generic: 'CeraVe Foaming Facial Cleanser and AM Facial Moisturizing Lotion SPF 50 Bundle, Normal to Oily Skin'. No compelling value proposition or benefit-driven messaging. Ad mentions Iman Shumpert but page doesn't leverage this celebrity endorsement.
Full breakdown
Primary CTA 'Add to cart' is prominent, blue, and well-positioned. Secondary options (Subscribe, One-time purchase) are clear. However, ad promised 'Learn more' but landing page goes straight to purchase flow without educational content about the routine.
PageSpeed score of 33 is critically poor. Page will load slowly on mobile, causing abandonment. This is a major conversion killer, especially for impulse purchases. Walmart's infrastructure should perform better.
Moderate trust signals: Walmart branding, free 90-day returns, 'Sold and shipped by Walmart.com', gift-eligible badge. However, zero customer reviews undermine credibility. No dermatologist endorsement visible despite CeraVe's positioning. Lack of ingredient transparency above fold.
Mobile layout is responsive and functional. Product images are clear, CTAs are tappable, and key information (price, shipping, returns) is accessible. Navigation is clean. Minor: some text could be larger for readability.
Product title is functional but generic: 'CeraVe Foaming Facial Cleanser and AM Facial Moisturizing Lotion SPF 50 Bundle, Normal to Oily Skin'. No compelling value proposition or benefit-driven messaging. Ad mentions Iman Shumpert but page doesn't leverage this celebrity endorsement.
Critical weakness: Product has 0 ratings and 0 reviews. No customer testimonials, ratings, or social proof visible. Similar products shown have 4.8+ star ratings (12847 reviews for Cetaphil, 4878 for CeraVe alternatives), making this bundle appear unproven by comparison.
Poor alignment. Ad emphasizes Iman Shumpert's 'two-step routine' and lifestyle angle, but landing page is purely transactional product listing with no mention of the celebrity, routine benefits, or lifestyle narrative. Missing opportunity to connect ad story to page content.
Bundle offer is clear ($29.55 for cleanser + moisturizer SPF 50). Price is prominent and subscription option is visible, but bundle contents could be more explicitly highlighted above the fold.
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