CeraVe Skincare
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The ad
The 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
Learn moreThe funnel behind it
Offer: Hydrating Cream-to-Foam Cleanser with 3 essential ceramides and hyaluronic acid. Removes makeup, oil & dirt. Dermatologist-developed. $13.68 for 12 fl oz ($1.14/fl oz). 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 Walmart product page for CeraVe Hydrating Cream-to-Foam Cleanser demonstrates strong fundamentals in offer clarity, social proof, and trust-building, but is severely hampered by critical performance issues. The 27 PageSpeed score is a major red flag that will significantly impact conversion rates, particularly on mobile devices where users expect fast loading. The page effectively communicates product benefits (makeup removal, hydration, ceramides) and leverages excellent social proof (4.7★ from 4,888 reviews), but the ad-to-page message match is imperfect—the ad emphasizes 'Learn more' while the page pushes 'Add to cart'. The mobile experience appears responsive, but the slow speed will create friction. Trust is well-established through Walmart's authority, verified reviews with photos, and dermatologist credentials. The primary opportunity for improvement is addressing the severe speed deficit, which is likely costing significant conversions.
What this funnel does right. Steal these.
- Social proof: Excellent social proof: 4.7/5 stars from 4,888 ratings and 2,054 reviews. Multiple verified customer reviews with photos visible. 'Overall pick' badge. 83% 5-star ratings. Dermatologist-developed claim reinforces credibility.
- Trust signals: Strong trust signals: Walmart branding, 'Sold and shipped by Walmart.com', free 90-day returns, dermatologist-developed formula, 4,888 customer ratings, verified purchase reviews with photos. Subscription option adds confidence. Minor: Speed issues undermine trust slightly.
- Mobile experience: Mobile-responsive design evident. Search bar, navigation, and product image are mobile-optimized. Size selector and quantity controls are touch-friendly. Pricing and reviews clearly visible on mobile view.
- Offer clarity: Clear product positioning with specific benefits (makeup removal, hydrating, ceramides). Multiple size options with transparent pricing ($13.68 for 12 fl oz). Price-per-fl-oz comparison provided.
- Call to action: Primary CTA 'Add to cart' is prominent, blue, and clearly visible. Secondary subscription option provided. However, ad CTA is 'Learn more' which doesn't match the primary page CTA, creating slight friction.
- Headline: Product name 'CeraVe Face Wash Hydrating Cream-to-Foam Cleanser Makeup Remover Hyaluronic Acid Fragrance Free 12 fl oz' is descriptive and benefit-focused. Clearly communicates key features but is lengthy.
Where it's weak
- Page speed: PageSpeed score of 27 is critically poor. This severely impacts user experience, conversion rates, and SEO. Page likely experiences significant load delays, image rendering issues, and interaction delays on mobile devices.
Full breakdown
Primary CTA 'Add to cart' is prominent, blue, and clearly visible. Secondary subscription option provided. However, ad CTA is 'Learn more' which doesn't match the primary page CTA, creating slight friction.
PageSpeed score of 27 is critically poor. This severely impacts user experience, conversion rates, and SEO. Page likely experiences significant load delays, image rendering issues, and interaction delays on mobile devices.
Strong trust signals: Walmart branding, 'Sold and shipped by Walmart.com', free 90-day returns, dermatologist-developed formula, 4,888 customer ratings, verified purchase reviews with photos. Subscription option adds confidence. Minor: Speed issues undermine trust slightly.
Mobile-responsive design evident. Search bar, navigation, and product image are mobile-optimized. Size selector and quantity controls are touch-friendly. Pricing and reviews clearly visible on mobile view.
Product name 'CeraVe Face Wash Hydrating Cream-to-Foam Cleanser Makeup Remover Hyaluronic Acid Fragrance Free 12 fl oz' is descriptive and benefit-focused. Clearly communicates key features but is lengthy.
Excellent social proof: 4.7/5 stars from 4,888 ratings and 2,054 reviews. Multiple verified customer reviews with photos visible. 'Overall pick' badge. 83% 5-star ratings. Dermatologist-developed claim reinforces credibility.
Ad emphasizes makeup removal, dermatologist development, ceramides, and amino acids. Page confirms these benefits but leads with 'Hydrating Cream-to-Foam Cleanser' rather than makeup removal as primary benefit. Ad's 'Learn more' CTA doesn't align with page's 'Add to cart' focus.
Clear product positioning with specific benefits (makeup removal, hydrating, ceramides). Multiple size options with transparent pricing ($13.68 for 12 fl oz). Price-per-fl-oz comparison provided.
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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
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
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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