CeraVe Skincare
Instagram · Video
The ad
A skincare duo that has been reliable since day 1 @cerave #CeravePartner #CeraVe #skincare #skincareroutine #skin
Learn moreThe funnel behind it
Offer: $29.55 bundle (Foaming Cleanser + AM Moisturizing Lotion SPF 50) | Free 90-day returns | Subscribe or one-time purchase
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 for a CeraVe skincare bundle has solid offer clarity and mobile optimization, but suffers from critical conversion barriers. The 31 PageSpeed score is a major red flag that will kill conversions. The complete absence of customer reviews (0 ratings/0 reviews) is a significant trust gap—most users expect social proof before purchasing skincare. The ad messaging ('reliable since day 1') doesn't align with the landing page experience, and the ad CTA ('Learn more') contradicts the page's primary action ('Add to cart'). The subscription option is a nice touch for retention, but the page needs customer testimonials, dermatologist credentials, and performance improvements to compete effectively. The bundle positioning is clear, but lacks emotional resonance or differentiation.
What this funnel does right. Steal these.
- Mobile experience: Mobile-responsive design with stacked layout. Touch-friendly buttons and readable text. Product images carousel works well on mobile. Navigation and checkout flow appear optimized.
- Offer clarity: Bundle clearly presented with two products (Foaming Cleanser + AM Moisturizing Lotion SPF 50). Price ($29.55) and key features are explicit. Skin type (Normal to Oily) is specified.
- Call to action: Primary CTA 'Add to cart' is prominent, blue, and action-oriented. Secondary options (Subscribe/One-time purchase) provide choice. However, ad says 'Learn more' which doesn't match the primary CTA.
Where it's weak
- Page speed: PageSpeed score of 31 is critically poor. Slow load times will significantly impact conversion rates, especially on mobile. Major CRO liability.
- Social proof: Critical weakness: Zero customer ratings/reviews (0 ratings | 0 reviews). No testimonials, user-generated content, or trust badges visible. Ad mentions 'reliable since day 1' but page provides no proof.
- Message match: Ad emphasizes 'reliable since day 1' and brand trust (@cerave hashtag), but landing page doesn't reinforce this messaging. Ad CTA 'Learn more' doesn't match page's 'Add to cart' primary action. Moderate disconnect.
Full breakdown
Primary CTA 'Add to cart' is prominent, blue, and action-oriented. Secondary options (Subscribe/One-time purchase) provide choice. However, ad says 'Learn more' which doesn't match the primary CTA.
PageSpeed score of 31 is critically poor. Slow load times will significantly impact conversion rates, especially on mobile. Major CRO liability.
Walmart branding and 'Sold and shipped by Walmart.com' provide baseline trust. Free 90-day returns policy is visible. However, zero customer reviews and no dermatologist endorsement callouts weaken credibility. CeraVe brand reputation carries some weight but isn't leveraged.
Mobile-responsive design with stacked layout. Touch-friendly buttons and readable text. Product images carousel works well on mobile. Navigation and checkout flow appear optimized.
Product title is descriptive but generic. No compelling value proposition or emotional hook. Lacks urgency or differentiation from competitors.
Critical weakness: Zero customer ratings/reviews (0 ratings | 0 reviews). No testimonials, user-generated content, or trust badges visible. Ad mentions 'reliable since day 1' but page provides no proof.
Ad emphasizes 'reliable since day 1' and brand trust (@cerave hashtag), but landing page doesn't reinforce this messaging. Ad CTA 'Learn more' doesn't match page's 'Add to cart' primary action. Moderate disconnect.
Bundle clearly presented with two products (Foaming Cleanser + AM Moisturizing Lotion SPF 50). Price ($29.55) and key features are explicit. Skin type (Normal to Oily) is specified.
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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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