Grove Collaborative
Facebook · Instagram · Audience Network · Video
The ad
Say goodbye to toxins! 👋 Make the switch to low-tox essentials screened by Grove for over 3,000 harmful ingredients.
Take 20% Off $75
Shop nowThe funnel behind it
Offer: 20% Off $75 + Free Shipping on $29+
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.
Grove Co.'s bestsellers page has solid foundational CRO elements with excellent social proof, trust signals, and mobile optimization. However, it suffers from critical performance issues (PageSpeed 12) that will tank conversions. The landing page also fails to reinforce the ad's core emotional message about toxins and ingredient screening—visitors land on a generic bestsellers collection rather than a page emphasizing the 'low-tox' value proposition. The offer is present but buried among competing promotions. The multiple CTAs lack hierarchy. To improve: (1) Fix speed immediately—this is a conversion killer, (2) Create ad-specific landing page emphasizing ingredient screening/toxin-free benefits, (3) Highlight the 20% off $75 offer more prominently, (4) Reduce CTA proliferation with a primary conversion goal.
What this funnel does right. Steal these.
- Trust signals: Strong trust signals: B-Corp certification visible, 'Beyond Plastic' mission, environmental impact messaging, ingredient standards, free returns, privacy policy, multiple certifications. Brand positioning as sustainable/ethical is clear.
- Mobile experience: Mobile layout appears responsive with stacked product cards, readable text, and accessible buttons. Search bar and navigation are mobile-friendly. Good vertical scrolling experience.
- Social proof: Strong social proof throughout: multiple products with 4.5+ star ratings (4792, 1515, 2181, 9589, 1375+ reviews), Subscribe & Earn badges, 'Reduced Plastic Waste' badges, and 14,000+ app ratings at bottom. Credibility well-established.
- Call to action: Clear 'Add to Cart' CTAs on every product and prominent 'Shop All Grove Co.' button. However, no single dominant CTA matching the ad's 'Shop now' urgency. Multiple CTAs dilute focus.
- Offer clarity: Ad mentions '20% off $75' but landing page shows multiple offers (VIP 50% off, free shipping $29+, 20% off $75). The specific ad offer is present but not prominently highlighted on page, creating slight confusion.
Where it's weak
- Page speed: PageSpeed score of 12 is critically poor. This severely impacts user experience, conversion rates, and SEO. Page likely has high bounce rate due to slow load times.
Full breakdown
Clear 'Add to Cart' CTAs on every product and prominent 'Shop All Grove Co.' button. However, no single dominant CTA matching the ad's 'Shop now' urgency. Multiple CTAs dilute focus.
PageSpeed score of 12 is critically poor. This severely impacts user experience, conversion rates, and SEO. Page likely has high bounce rate due to slow load times.
Strong trust signals: B-Corp certification visible, 'Beyond Plastic' mission, environmental impact messaging, ingredient standards, free returns, privacy policy, multiple certifications. Brand positioning as sustainable/ethical is clear.
Mobile layout appears responsive with stacked product cards, readable text, and accessible buttons. Search bar and navigation are mobile-friendly. Good vertical scrolling experience.
Page headline 'Grove Co. Bestsellers' is generic and doesn't reinforce the ad's emotional hook ('Say goodbye to toxins'). Misses opportunity to echo ad messaging about low-tox/harmful ingredients screening.
Strong social proof throughout: multiple products with 4.5+ star ratings (4792, 1515, 2181, 9589, 1375+ reviews), Subscribe & Earn badges, 'Reduced Plastic Waste' badges, and 14,000+ app ratings at bottom. Credibility well-established.
Ad emphasizes 'low-tox essentials' and '3,000 harmful ingredients screened' but landing page leads to bestsellers collection without prominent messaging about toxin-free/ingredient screening. Page shows products but doesn't reinforce the core ad promise.
Ad mentions '20% off $75' but landing page shows multiple offers (VIP 50% off, free shipping $29+, 20% off $75). The specific ad offer is present but not prominently highlighted on page, creating slight confusion.
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17dVIDEOUse WELCOME for 20% off your order $75+
17dVIDEO20% Off Your First Order $75+
17dVIDEOAfter some time away, the farmhouse needed a solid clean + restock! 🧹🧺 So grateful to @grovecollaborative for providing alll the home goodies a gal could want to keep her home running smoothly. I’ve been using Grove for my cleaning and home products since we moved to the country, they carry the natural niche brands that I can’t find easily in town. They carry Koala Eco, Mollys Suds, Dirty Labs, Beekeepers naturals, Innersense and Soo many more amazing brands! I love how they “pre vet” their inventory - it makes it easy to shop knowing over 3,000 harmful chemicals are banned from their site. No phalates, parabens, microplastics or synthetic fragrance here! Grove is offering y’all $25 off your order of $75 or more using my code “ROHINI25” - restock your home with ease using the link in my bio #ad
17dVIDEO20% Off Your First Order $75+
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