CeraVe Skincare
Instagram · Video
The ad
A good skincare routine will never go out of style 👏 This @cerave duo has truly stayed the GOAT for a reason. #ceravepartner ✨ Fragrance free ✨ Developed with dermatologists ✨ Formulated with ceramides, HA + niacinamide
Learn moreThe funnel behind it
Offer: $29.55 - Bundle includes Foaming Facial Cleanser + AM Facial Moisturizing Lotion SPF 50. Fragrance-free, dermatologist-developed, formulated with ceramides, hyaluronic acid, and niacinamide.
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 bundle has solid offer clarity and decent mobile experience, but is severely hampered by three critical issues: (1) Zero customer reviews/ratings despite similar products having 4000+ reviews, creating massive trust deficit; (2) Catastrophic PageSpeed score of 31, which will cause mobile abandonment; (3) Ad CTA 'Learn more' doesn't match page primary CTA 'Add to cart', creating friction. The page does well on message match (ad claims align with page benefits) and trust elements like dermatologist development and free returns, but the lack of social proof is a deal-breaker for conversion. The bundle appears to be new/recently listed, which explains the zero reviews but severely impacts conversion potential.
What this funnel does right. Steal these.
- Mobile experience: Mobile layout is clean and functional. Product images carousel works well. CTAs are thumb-friendly. Subscription/one-time purchase options clearly separated. Shipping info and delivery options visible. Minor: some text density in features section.
- Offer clarity: Bundle offer is clear: Foaming Facial Cleanser + AM Facial Moisturizing Lotion SPF 50. Price ($29.55) and contents are explicit. Two-item bundle is well-documented.
- Call to action: Primary CTA 'Add to cart' is prominent, blue, and action-oriented. Secondary subscription option provided. However, ad CTA was 'Learn more' which doesn't match the primary page CTA, creating friction.
- Message match: Good alignment: Ad emphasizes fragrance-free, dermatologist-developed, ceramides/HA/niacinamide. Page confirms all these benefits in key features section. Ad positioning as 'GOAT' skincare matches product positioning, though ad tone is more casual/influencer-style vs. clinical page tone.
Where it's weak
- Page speed: PageSpeed score of 31 is critically poor. Page will load slowly on mobile, causing abandonment. This is a major CRO killer—users won't wait for product images and details to load.
- Social proof: Critical weakness: Product has 0 ratings and 0 reviews (explicitly stated 'This item does not have any reviews yet'). No customer testimonials, ratings, or trust signals. Similar items shown have 4000+ ratings, making this bundle appear unproven. Only trust signal is 'Developed with dermatologists' in ad copy.
Full breakdown
Primary CTA 'Add to cart' is prominent, blue, and action-oriented. Secondary subscription option provided. However, ad CTA was 'Learn more' which doesn't match the primary page CTA, creating friction.
PageSpeed score of 31 is critically poor. Page will load slowly on mobile, causing abandonment. This is a major CRO killer—users won't wait for product images and details to load.
Mixed trust signals. Positive: Walmart.com domain, free 90-day returns, 'Sold and shipped by Walmart.com', dermatologist-developed claim, ceramides/HA ingredients listed. Negative: Zero customer reviews/ratings is a major red flag. No badges or certifications visible. Product is new/untested in marketplace.
Mobile layout is clean and functional. Product images carousel works well. CTAs are thumb-friendly. Subscription/one-time purchase options clearly separated. Shipping info and delivery options visible. Minor: some text density in features section.
Product title is functional but generic: 'CeraVe Foaming Facial Cleanser and AM Facial Moisturizing Lotion SPF 50 Bundle, Normal to Oily Skin'. No compelling value proposition or emotional hook in the page headline.
Critical weakness: Product has 0 ratings and 0 reviews (explicitly stated 'This item does not have any reviews yet'). No customer testimonials, ratings, or trust signals. Similar items shown have 4000+ ratings, making this bundle appear unproven. Only trust signal is 'Developed with dermatologists' in ad copy.
Good alignment: Ad emphasizes fragrance-free, dermatologist-developed, ceramides/HA/niacinamide. Page confirms all these benefits in key features section. Ad positioning as 'GOAT' skincare matches product positioning, though ad tone is more casual/influencer-style vs. clinical page tone.
Bundle offer is clear: Foaming Facial Cleanser + AM Facial Moisturizing Lotion SPF 50. Price ($29.55) and contents are explicit. Two-item bundle is well-documented.
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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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