Grove Collaborative
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The ad
Your kitchen might be your biggest source of plastic exposure. 👀 From what touches your food to what goes on your skin, daily exposure adds up. The Unplastic Shop helps you make simple swaps where it matters most.
Explore High-Impact Kitchen Swaps
Shop nowThe funnel behind it
Offer: Explore high-impact kitchen swaps to reduce plastic exposure. 20% off with code WELCOME at $75+
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 demonstrates strong message-to-ad alignment and solid trust architecture, but is severely hampered by catastrophic page speed (15/100). The Unplastic Shop Kitchen collection directly matches the ad's promise of 'high-impact kitchen swaps.' Social proof is abundant with numerous 4-5 star reviews and credibility badges. However, the critical weakness is performance—a 15 PageSpeed score will cause massive abandonment before users even see the compelling product selection. The page lacks urgency/scarcity messaging and the primary CTA could be more benefit-driven. The 20% WELCOME discount exists but isn't prominently featured in the hero section. For a sustainability-focused audience, the trust elements (OPS partnership, B-Corp, plastic-free badges) are well-executed, but speed optimization is the immediate priority to prevent conversion loss.
What this funnel does right. Steal these.
- Trust signals: Multiple trust signals: '100% Plastic Free' badges on products, Oceanic Preservation Society partnership, B-Corp certification visible in footer, clear return/privacy policies, established brand (Grove Collaborative). Ingredient standards and sustainability commitments mentioned.
- Mobile experience: Mobile-responsive design evident. Product cards stack properly, search bar is accessible, navigation appears functional. Touch-friendly button sizes. No obvious mobile UX issues detected.
- Social proof: Strong social proof throughout: multiple products with 4-5 star ratings (1119 reviews on paper towels, 83 on utensils, 4617 on glass storage). 'The Unplastic Shop' branding with checkmark adds credibility. OPS partnership at bottom reinforces authority.
- Message match: Excellent alignment between ad and page. Ad emphasizes 'kitchen swaps' and 'plastic exposure' - page delivers exactly this with Unplastic Shop Kitchen collection. Visual and messaging consistency is strong.
- Call to action: Multiple CTAs present ('Shop All', 'Add to Cart' buttons). Primary CTA is clear but not particularly compelling. No urgency language (limited time, exclusive, etc.). CTAs are well-placed but blend into standard e-commerce pattern.
- Headline: Headline 'The Unplastic Shop - Kitchen' is descriptive but generic. Ad headline 'Explore High-Impact Kitchen Swaps' is more compelling but doesn't appear on page. Page headline lacks urgency or benefit-driven language.
- Offer clarity: Clear value proposition about reducing plastic in kitchen. However, no explicit discount or incentive mentioned in page headline. The 20% off code (WELCOME) is visible but not prominently tied to this collection.
Where it's weak
- Page speed: PageSpeed score of 15 is critically poor. This will cause significant bounce rates, especially on mobile. Likely image optimization and server response issues. Major CRO blocker.
Full breakdown
Multiple CTAs present ('Shop All', 'Add to Cart' buttons). Primary CTA is clear but not particularly compelling. No urgency language (limited time, exclusive, etc.). CTAs are well-placed but blend into standard e-commerce pattern.
PageSpeed score of 15 is critically poor. This will cause significant bounce rates, especially on mobile. Likely image optimization and server response issues. Major CRO blocker.
Multiple trust signals: '100% Plastic Free' badges on products, Oceanic Preservation Society partnership, B-Corp certification visible in footer, clear return/privacy policies, established brand (Grove Collaborative). Ingredient standards and sustainability commitments mentioned.
Mobile-responsive design evident. Product cards stack properly, search bar is accessible, navigation appears functional. Touch-friendly button sizes. No obvious mobile UX issues detected.
Headline 'The Unplastic Shop - Kitchen' is descriptive but generic. Ad headline 'Explore High-Impact Kitchen Swaps' is more compelling but doesn't appear on page. Page headline lacks urgency or benefit-driven language.
Strong social proof throughout: multiple products with 4-5 star ratings (1119 reviews on paper towels, 83 on utensils, 4617 on glass storage). 'The Unplastic Shop' branding with checkmark adds credibility. OPS partnership at bottom reinforces authority.
Excellent alignment between ad and page. Ad emphasizes 'kitchen swaps' and 'plastic exposure' - page delivers exactly this with Unplastic Shop Kitchen collection. Visual and messaging consistency is strong.
Clear value proposition about reducing plastic in kitchen. However, no explicit discount or incentive mentioned in page headline. The 20% off code (WELCOME) is visible but not prominently tied to this collection.
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17dVIDEOShop smarter with Green Rewards VIP
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+
17dVIDEOUse WELCOME for 20% off your order $75+
17dVIDEO20% Off Your First Order $75+
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