CeraVe Skincare
Facebook · Instagram · Video
The ad
@cerave might have us beat for best duo #CeraVePartner
Learn moreThe funnel behind it
Offer: 12 fl oz for $13.68 ($1.14/fl oz) - Subscribe option available at same price
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) and clear product information. The page effectively showcases multiple purchase options, subscription benefits, and customer testimonials with verified photos. However, it suffers from a critical PageSpeed score of 27, which severely hampers conversion potential through slow load times and poor mobile performance. The ad-to-page message match is moderate—the ad's partnership/influencer angle ('best duo') doesn't strongly align with the product-focused landing page. Trust elements are strong (Walmart branding, free returns, dermatologist-developed), and the CTA is prominent. The main optimization opportunity is addressing the severe speed issue, which likely causes significant bounce rates and abandoned carts.
What this funnel does right. Steal these.
- Social proof: Excellent social proof: 4.7/5 stars from 4,888 ratings, 2,054 reviews with 83% 5-star ratings. Multiple verified customer photos and detailed testimonials visible. '500+ bought since yesterday' creates urgency. Top reviewer badge adds credibility.
- Trust signals: Strong trust signals: Walmart branding, 'Sold and shipped by Walmart.com', free 90-day returns, dermatologist-developed formula, 4.7-star rating from thousands of reviews. 'Overall pick' badge and verified purchase badges enhance credibility. Gift-eligible indicator adds legitimacy.
- Mobile experience: Mobile-responsive design evident. Touch-friendly buttons, readable text, proper spacing. Size selector and quantity options are accessible. Walmart's mobile optimization is generally solid, though some elements could be more compact.
- Offer clarity: Clear product presentation with multiple size options ($1.97-$15.97), prominent pricing ($13.68 for 12 fl oz), and subscription option clearly displayed. Price-per-fl-oz comparison aids decision-making.
- Call to action: Primary CTA 'Add to cart' is prominent, blue, and well-positioned. Secondary subscription option clearly presented. However, generic 'Learn more' in ad doesn't match the direct purchase intent of the landing page.
- Headline: Product name is descriptive ('CeraVe Face Wash Hydrating Cream-to-Foam Cleanser Makeup Remover Hyaluronic Acid Fragrance Free 12 fl oz') but lengthy. 'Overall pick' badge adds credibility. Could be more benefit-focused.
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, especially on mobile networks. Major CRO liability.
Full breakdown
Primary CTA 'Add to cart' is prominent, blue, and well-positioned. Secondary subscription option clearly presented. However, generic 'Learn more' in ad doesn't match the direct purchase intent of the landing page.
PageSpeed score of 27 is critically poor. This severely impacts user experience, conversion rates, and SEO. Page likely experiences significant load delays, especially on mobile networks. Major CRO liability.
Strong trust signals: Walmart branding, 'Sold and shipped by Walmart.com', free 90-day returns, dermatologist-developed formula, 4.7-star rating from thousands of reviews. 'Overall pick' badge and verified purchase badges enhance credibility. Gift-eligible indicator adds legitimacy.
Mobile-responsive design evident. Touch-friendly buttons, readable text, proper spacing. Size selector and quantity options are accessible. Walmart's mobile optimization is generally solid, though some elements could be more compact.
Product name is descriptive ('CeraVe Face Wash Hydrating Cream-to-Foam Cleanser Makeup Remover Hyaluronic Acid Fragrance Free 12 fl oz') but lengthy. 'Overall pick' badge adds credibility. Could be more benefit-focused.
Excellent social proof: 4.7/5 stars from 4,888 ratings, 2,054 reviews with 83% 5-star ratings. Multiple verified customer photos and detailed testimonials visible. '500+ bought since yesterday' creates urgency. Top reviewer badge adds credibility.
Ad mentions 'best duo' (partnership angle) but landing page focuses on product features and benefits. Ad's influencer/partnership tone doesn't strongly align with product-focused landing page. Moderate disconnect between ad narrative and page content.
Clear product presentation with multiple size options ($1.97-$15.97), prominent pricing ($13.68 for 12 fl oz), and subscription option clearly displayed. Price-per-fl-oz comparison aids decision-making.
More ads from CeraVe Skincare
View all →
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
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
Keep exploring
Data from the public Meta Ad Library. Funnelens is not affiliated with or endorsed by Meta. See data sources.