CeraVe Skincare
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The ad
@cerave might have us beat for best duo #CeraVePartner
Learn moreThe funnel behind it
Offer: $13.68 for 12 fl oz ($1.14/fl oz) - Multiple sizes available from $1.97 (3 fl oz) to $15.97 (16 fl oz)
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 CeraVe Hydrating Cream-to-Foam Cleanser demonstrates solid e-commerce fundamentals with excellent social proof (4.7★/4,888 ratings), clear pricing tiers, and comprehensive product information. Trust signals are strong (Walmart backing, verified reviews, free returns, dermatologist-developed). However, the page is severely hampered by a PageSpeed score of 30, which will significantly impact conversion rates and user experience. The ad-to-page message match is moderate—the ad's vague 'best duo' reference doesn't strongly align with the page's focus on hydration and makeup removal benefits. Mobile experience is good but not exceptional. The CTA is present and functional but could be more prominent above-the-fold. Overall, this is a competent product page undermined by critical performance issues.
What this funnel does right. Steal these.
- Trust signals: Strong trust signals: Walmart branding, 'Sold and shipped by Walmart.com', free 90-day returns, dermatologist-developed formula noted, 4.7-star rating with 4,888 reviews, verified purchase badges on reviews, customer photos, 'Gift eligible' badge. Subscription option adds credibility.
- Social proof: Excellent social proof: 4.7/5 stars from 4,888 ratings and 2,054 reviews. 83% 5-star ratings shown. Multiple verified customer reviews with photos visible. 'Overall pick' badge and '500+ bought since yesterday' indicator. Top reviewer designation present.
- Call to action: Primary CTA 'Add to cart' is prominent, blue, and action-oriented. Secondary subscription option clearly presented. Multiple CTAs visible (Add to list, Add to registry, Share). CTA placement is strategic but could be more aggressive above-the-fold.
- Mobile experience: Mobile-responsive design evident. Touch-friendly buttons, readable text, proper spacing. Size selector and quantity options are mobile-accessible. Image carousel functional. Minor: some text density in key features section could be improved for mobile scanning.
- Offer clarity: Clear product presentation with multiple size options ($1.97-$15.97), prominent pricing ($13.68 for 12 fl oz), and explicit benefits listed (hydrating, cream-to-foam, makeup remover). Size comparison and per-ounce pricing aid decision-making.
- Headline: Product name is descriptive ('CeraVe Face Wash Hydrating Cream-to-Foam Cleanser Makeup Remover Hyaluronic Acid Fragrance Free 12 fl oz') but lengthy. Clearly communicates key features and benefits, though could be more compelling for conversion.
- Message match: Ad mentions 'best duo' (product pairing) and page shows recommended pairings section. However, ad is vague about specific product benefits while page emphasizes hydration, makeup removal, and ceramides. Moderate alignment between ad tone and landing page content.
Where it's weak
- Page speed: PageSpeed score of 30 is critically poor. Significant performance issues will impact user experience, bounce rate, and conversion. This is a major CRO liability that needs immediate attention.
Full breakdown
Primary CTA 'Add to cart' is prominent, blue, and action-oriented. Secondary subscription option clearly presented. Multiple CTAs visible (Add to list, Add to registry, Share). CTA placement is strategic but could be more aggressive above-the-fold.
PageSpeed score of 30 is critically poor. Significant performance issues will impact user experience, bounce rate, and conversion. This is a major CRO liability that needs immediate attention.
Strong trust signals: Walmart branding, 'Sold and shipped by Walmart.com', free 90-day returns, dermatologist-developed formula noted, 4.7-star rating with 4,888 reviews, verified purchase badges on reviews, customer photos, 'Gift eligible' badge. Subscription option adds credibility.
Mobile-responsive design evident. Touch-friendly buttons, readable text, proper spacing. Size selector and quantity options are mobile-accessible. Image carousel functional. Minor: some text density in key features section could be improved for mobile scanning.
Product name is descriptive ('CeraVe Face Wash Hydrating Cream-to-Foam Cleanser Makeup Remover Hyaluronic Acid Fragrance Free 12 fl oz') but lengthy. Clearly communicates key features and benefits, though could be more compelling for conversion.
Excellent social proof: 4.7/5 stars from 4,888 ratings and 2,054 reviews. 83% 5-star ratings shown. Multiple verified customer reviews with photos visible. 'Overall pick' badge and '500+ bought since yesterday' indicator. Top reviewer designation present.
Ad mentions 'best duo' (product pairing) and page shows recommended pairings section. However, ad is vague about specific product benefits while page emphasizes hydration, makeup removal, and ceramides. Moderate alignment between ad tone and landing page content.
Clear product presentation with multiple size options ($1.97-$15.97), prominent pricing ($13.68 for 12 fl oz), and explicit benefits listed (hydrating, cream-to-foam, makeup remover). Size comparison and per-ounce pricing aid decision-making.
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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
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
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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