CeraVe Skincare
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The ad
Allow us to break you off a piece of our ~two-step routine~ this @cerave duo is the GOAT and keeps our skin barrier as strong as our moves 🫡 #CeraVePartner
Learn moreThe funnel behind it
Offer: $15.99 ($1.00/fluid ounce)
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 Target product page for CeraVe Foaming Cleanser performs well on trust and social proof with 4.7 stars from 10,945 reviews, 89% recommendation rate, and clear product benefits displayed prominently. The offer is transparent with pricing and size options clearly visible. However, the page suffers from severe speed issues (PageSpeed 30/100), a generic headline that reads like a product specification rather than a benefit-driven hook, and weak message-to-ad alignment—the ad emphasizes a "two-step routine" and lifestyle appeal ("keeps our skin barrier as strong as our moves"), but the landing page focuses on product specs and features without reinforcing that narrative. The CTA is standard and functional but not compelling.
What this funnel does right. Steal these.
- Trust signals9/10
- Social proof9/10
- Offer clarity9/10
- Mobile experience8/10
- Call to action7/10
Where it's weak
- Page speed3/10
- Message match3/10
- Headline4/10
Full breakdown
Call to action
7/10Primary CTA 'Add to cart' is prominent, large, and red (Target brand color), but lacks urgency or persuasive copy; secondary 'Sign in to buy now' option is also present.
- Large red button with high contrast against white background
- Clear, action-oriented text 'Add to cart'
- Positioned directly below quantity selector for easy conversion
- Generic CTA copy with no urgency, scarcity, or benefit messaging
- No supporting microcopy like 'Free shipping' or 'Ready tomorrow' near the button
- Secondary 'Sign in to buy now' option may create friction for guest checkout
Page speed
3/10PageSpeed score of 30/100 indicates severe performance issues; page likely loads slowly with poor Core Web Vitals, significantly impacting user experience and conversion.
- PageSpeed score of 30/100 is critically low (converted from 0-10 scale: 3/10)
- Likely slow image loading, unoptimized assets, and poor Core Web Vitals
- High bounce risk due to slow load times, especially on mobile
Trust signals
9/10Strong trust signals throughout: Target brand authority, extensive verified reviews, specific benefit ratings, 'Highly rated' badge, free returns policy, and multiple payment options displayed.
- Target brand logo and 'In stock at Mountain View' location confirmation
- Free & easy returns policy clearly stated (90-day full refund)
- Multiple payment options: Target Circle Card (5% off), Pay in 4, Affirm, standard checkout
Mobile experience
8/10Page appears mobile-responsive with stacked layout, readable text, and touch-friendly buttons, though some elements may be cramped on smaller screens.
- Vertical stack layout appropriate for mobile viewing
- Large red 'Add to cart' button with adequate touch target size
- Product image carousel with clear navigation dots for mobile swiping
- Multiple sections and long scrolling required to reach key information
- Some text density in product details and review sections may be hard to scan on small screens
Headline
4/10The headline is a long, feature-focused product specification that reads like a catalog entry rather than a benefit-driven hook.
- Includes key ingredients (Hyaluronic Acid, Niacinamide) that appeal to informed buyers
- Specifies skin type (Normal to Oily) for targeting clarity
- Overly long and technical (19 words) with no emotional appeal or benefit statement
- Reads as a product spec sheet rather than a compelling reason to buy
- No connection to the ad's lifestyle narrative about skin barrier strength or 'moves'
Social proof
9/10Extensive social proof throughout: 4.7 stars from 10,945 reviews, 89% would recommend (215 recommendations), 'Highly rated' badge, and detailed guest reviews with specific benefits called out.
- 4.7-star rating with 10,945 reviews displayed prominently below headline
- 89% recommendation rate with 215 recommendations in a green circle
- Specific benefit ratings shown: 'Helps Deep Clean' 4.7/5, 'Reduces Oily Skin' 4.7/5, 'Helps Remove Makeup' 4.5/5
Message match
3/10Poor alignment between ad narrative and landing page content. Ad emphasizes lifestyle ('keeps our skin barrier as strong as our moves'), two-step routine, and partnership tone, but page focuses on product specs, features, and clinical benefits.
- Product shown is the correct CeraVe Foaming Cleanser mentioned in ad
- Skin barrier benefit is mentioned in 'Highlights' section ('Face wash contains hyaluronic acid helps to retain the skin's natural moisture')
- Ad's lifestyle/partnership tone ('GOAT', 'our moves', 'break you off a piece') is completely absent from clinical product page
- Ad references 'two-step routine' but page shows only this single product, not a duo or routine
- Page emphasizes technical ingredients and clinical benefits rather than the aspirational narrative in the ad
Offer clarity
9/10Price, size options, and availability are all clearly displayed with multiple size choices (3 fl oz, 8 fl oz, 16 fl oz, 12 fl oz) and pickup/delivery/shipping options visible.
- Price displayed prominently: $15.99 ($1.00/fluid ounce)
- Multiple size options with green highlight on selected 16 fl oz
- Three fulfillment options shown with clear status (Ready tomorrow, Check availability, Arrives by Sun)
More ads from CeraVe Skincare
View all →
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
55dVIDEO@cerave might have us beat for best duo #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
35dVIDEOI 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
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