CeraVe Skincare
Facebook · Instagram · Video
The ad
I can’t believe we are coming up 6 years since I first posted on social media and of course, @cerave has been here since literally day 1! My GOATED go to routine that I always reach for is the @cerave Foaming Facial Cleanser and AM Facial Moisturizing Lotion in SPF 30 #CeraVePartner
Learn moreThe funnel behind it
Offer: CeraVe Foaming Facial Cleanser and AM Facial Moisturizing Lotion SPF 50 Bundle for $29.55 (price when purchased online). Includes gel-to-foam cleanser and lightweight daily hydration lotion with 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 issue (PageSpeed 32) that will tank conversions. The ad-to-page mismatch is notable: the influencer-driven social narrative doesn't translate to the transactional product page. While offer clarity is decent and mobile UX is solid, the complete absence of customer reviews (0 ratings) is a major trust gap for a $29.55 bundle. The SPF discrepancy (ad says 30, page says 50) creates friction. The page relies heavily on influencer credibility from the ad but provides no page-level social proof to reinforce the decision. CTA is clear but speed and trust issues will suppress conversion rates significantly.
What this funnel does right. Steal these.
- Mobile experience: Mobile layout is clean and responsive. Product images carousel works well. CTAs are thumb-friendly. Delivery info and options clearly displayed. Minor: some text density in key features section.
- Call to action: Primary CTA 'Add to cart' is prominent, blue, and action-oriented. Secondary 'Learn more' in ad is generic. Subscribe option present but less emphasized. Clear conversion path.
- Offer clarity: Bundle offer is clear ($29.55 for cleanser + moisturizer SPF 50), but product specs mention SPF 30 in ad vs SPF 50 on page—minor discrepancy. Price and contents are explicit.
Where it's weak
- Page speed: PageSpeed score of 32 is critically poor. Slow load times will significantly impact conversion rates, especially on mobile. Major CRO liability.
- Social proof: Ad references influencer endorsement ('6 years', 'GOATED go to routine'), but page has 0 ratings/0 reviews. No customer testimonials, ratings, or trust signals visible. Heavy reliance on influencer credibility without page-level validation.
- Headline: No headline provided in ad data. Page headline 'CeraVe Foaming Facial Cleanser and AM Facial Moisturizing Lotion SPF 50 Bundle, Normal to Oily Skin' is descriptive but generic, lacks emotional hook or benefit-driven language.
Full breakdown
Primary CTA 'Add to cart' is prominent, blue, and action-oriented. Secondary 'Learn more' in ad is generic. Subscribe option present but less emphasized. Clear conversion path.
PageSpeed score of 32 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 visible. However, zero customer reviews undermine credibility. No security badges visible. Influencer partnership mentioned but not verified on page.
Mobile layout is clean and responsive. Product images carousel works well. CTAs are thumb-friendly. Delivery info and options clearly displayed. Minor: some text density in key features section.
No headline provided in ad data. Page headline 'CeraVe Foaming Facial Cleanser and AM Facial Moisturizing Lotion SPF 50 Bundle, Normal to Oily Skin' is descriptive but generic, lacks emotional hook or benefit-driven language.
Ad references influencer endorsement ('6 years', 'GOATED go to routine'), but page has 0 ratings/0 reviews. No customer testimonials, ratings, or trust signals visible. Heavy reliance on influencer credibility without page-level validation.
Ad emphasizes personal routine/influencer endorsement; page is transactional product listing. Tonal mismatch—ad is lifestyle/social proof focused, page is e-commerce focused. SPF discrepancy (30 vs 50) creates confusion.
Bundle offer is clear ($29.55 for cleanser + moisturizer SPF 50), but product specs mention SPF 30 in ad vs SPF 50 on page—minor discrepancy. Price and contents are explicit.
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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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