Grove Collaborative
Facebook · Instagram · Audience Network · Video
The ad
Better-for-you paper swaps don’t have to be complicated. Let Grove help you clean up your routine. ✨🌿
Take 20% Off $75
Shop nowThe funnel behind it
Offer: 20% Off $75 + Free Shipping on first orders $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.
This landing page has solid foundational trust and social proof elements but suffers from critical performance issues and message misalignment. The PageSpeed score of 14 is a major red flag that will tank conversions—users won't wait for the page to load. The ad promises 'better-for-you paper swaps' but lands on a generic bestsellers page without highlighting paper products or sustainability benefits. While the page displays excellent social proof (thousands of 5-star reviews) and trust markers (B Corp, sustainability badges), the generic headline and competing promotional messages dilute the ad's specific offer. Mobile experience is acceptable, but the glacial load time will frustrate mobile users especially. The disconnect between ad messaging (paper swaps, simplifying routine) and page content (generic bestsellers) creates friction. Immediate priorities: fix site speed (likely image optimization, lazy loading, server issues), align landing page to ad message with paper product focus, and streamline competing offers.
What this funnel does right. Steal these.
- Trust signals: Strong trust signals: B Corp certification, Beyond Plastic™ badge, 'Reduced Plastic Waste' labels on products, clear mission statement, comprehensive footer with policies, Subscribe & Earn options, and extensive product reviews.
- Mobile experience: Mobile layout appears responsive with stacked product cards, readable text, and accessible CTAs. Search bar and navigation are mobile-friendly. Good spacing and touch targets.
- Social proof: Strong social proof throughout: multiple products with 1000+ 5-star reviews (4792, 1515, 2181, 9589, 1375, 1597, 1453, 351, 926, 590, 2275, 1768, 3288, 1250, 78, 51, 88, 588 reviews). Consistent high ratings build credibility.
- Call to action: Multiple prominent 'Add to Cart' CTAs in teal/green throughout page. Clear and action-oriented, but 'Shop now' from ad could be more specific (e.g., 'Shop Bestsellers' or 'Claim 20% Off').
- Offer clarity: Ad mentions '20% Off $75' but landing page shows multiple offers (VIP 50% off, free shipping $29+, 20% off $75+). The specific offer is clear but competing promotions create slight confusion.
Where it's weak
- Page speed: PageSpeed score of 14 is critically poor. This severely impacts user experience, conversion rates, and SEO. Likely causes high bounce rates and abandoned carts.
Full breakdown
Multiple prominent 'Add to Cart' CTAs in teal/green throughout page. Clear and action-oriented, but 'Shop now' from ad could be more specific (e.g., 'Shop Bestsellers' or 'Claim 20% Off').
PageSpeed score of 14 is critically poor. This severely impacts user experience, conversion rates, and SEO. Likely causes high bounce rates and abandoned carts.
Strong trust signals: B Corp certification, Beyond Plastic™ badge, 'Reduced Plastic Waste' labels on products, clear mission statement, comprehensive footer with policies, Subscribe & Earn options, and extensive product reviews.
Mobile layout appears responsive with stacked product cards, readable text, and accessible CTAs. Search bar and navigation are mobile-friendly. Good spacing and touch targets.
Page headline 'Grove Co. Bestsellers' is generic and doesn't reinforce the ad's discount offer. Lacks urgency or benefit-driven language to match ad promise.
Strong social proof throughout: multiple products with 1000+ 5-star reviews (4792, 1515, 2181, 9589, 1375, 1597, 1453, 351, 926, 590, 2275, 1768, 3288, 1250, 78, 51, 88, 588 reviews). Consistent high ratings build credibility.
Ad emphasizes 'better-for-you paper swaps' and simplifying routine, but landing page is generic bestsellers collection. Doesn't highlight paper products specifically or the sustainability angle prominently enough.
Ad mentions '20% Off $75' but landing page shows multiple offers (VIP 50% off, free shipping $29+, 20% off $75+). The specific offer is clear but competing promotions create slight confusion.
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17dVIDEOShop smarter with Green Rewards VIP
17dVIDEO20% Off Your First Order $75+
17dVIDEOUse WELCOME for 20% off your 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
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