Grove Collaborative
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The ad
Not all supplements are what they claim 😬 That’s why Grove vets every brand we carry. Shop vitamins you can actually trust - only at Grove.
Shop with purpose at Grove
Shop nowThe funnel behind it
Offer: 50% OFF VIP MEMBERSHIP $14.99 for your first year. Use code VIP50
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's landing page effectively converts the ad promise of trustworthy supplements into a comprehensive trust-building experience. The page uses multiple trust signals (medical advisor, ingredient standards, brand curation, certifications) that directly address the ad's core message about vetting. Product-focused headlines and clear CTAs guide navigation. However, the 44 PageSpeed score is a critical weakness that undermines all other strengths—slow load times will cause abandonment before users experience the trust-building content. The page successfully matches ad messaging and provides multiple conversion paths, but technical performance is the primary barrier to conversion.
What this funnel does right. Steal these.
- Call to action: Multiple clear CTAs throughout: "Shop Mrs. Meyer's Fall", "Explore Healthier Essentials", "Shop Grove Co.", "Shop Now" (Unplastic Shop), "Shop Paper", category-specific "Add" buttons. Primary CTAs are prominent and action-oriented. Good CTA density without overwhelming.
- Trust signals: Strong trust architecture: medical advisor credentials, strict ingredient standards (3000+ banned), FSC certification, curated brand partnerships, transparent ingredient philosophy, refillable/sustainable packaging emphasis. Clear values alignment (health + environmental). Reduces perceived risk effectively.
- Headline: "Just in: Mrs. Meyer's fall" is specific and timely. Subheading clearly explains new formats and scent. Strong product-focused messaging that creates urgency and relevance.
- Message match: Strong alignment between ad (trust, vetting, purpose-driven shopping) and landing page content. Page emphasizes ingredient standards (3000+ banned ingredients), Dr. Mantravadi's guidance, brand curation, and health-first approach. Ad promise of "vitamins you can actually trust" directly matches page positioning.
- Mobile experience: Layout appears responsive with stacked product images and readable text. Search bar and navigation are accessible. However, dense product grids and multiple CTAs may create decision fatigue on smaller screens. No obvious mobile-specific issues visible.
- Social proof: Multiple trust signals present: Dr. Manasa Mantravadi (Chief Medical Advisor with credentials), brand partnerships (Thorne, Codeage, Trace, Eco Lunchbox, Bee's Wrap, Alubri), FSC certification, and product ratings visible (e.g., 1119 reviews on Superbee Wraps, 1168 on Rooted Beauty Bar). However, limited customer testimonials or user-generated content.
- Offer clarity: VIP membership offer is clear at top (50% OFF, $14.99/year with code VIP50), but primary value proposition focuses on trust/vetting rather than a specific discount. Free shipping threshold ($29+) and welcome discount (20% at $75+) are visible but secondary.
Where it's weak
- Page speed: PageSpeed score of 44 is poor. This significantly impacts user experience, especially on mobile. Slow load times increase bounce risk and reduce conversion likelihood. Major CRO concern.
Full breakdown
Multiple clear CTAs throughout: "Shop Mrs. Meyer's Fall", "Explore Healthier Essentials", "Shop Grove Co.", "Shop Now" (Unplastic Shop), "Shop Paper", category-specific "Add" buttons. Primary CTAs are prominent and action-oriented. Good CTA density without overwhelming.
PageSpeed score of 44 is poor. This significantly impacts user experience, especially on mobile. Slow load times increase bounce risk and reduce conversion likelihood. Major CRO concern.
Strong trust architecture: medical advisor credentials, strict ingredient standards (3000+ banned), FSC certification, curated brand partnerships, transparent ingredient philosophy, refillable/sustainable packaging emphasis. Clear values alignment (health + environmental). Reduces perceived risk effectively.
Layout appears responsive with stacked product images and readable text. Search bar and navigation are accessible. However, dense product grids and multiple CTAs may create decision fatigue on smaller screens. No obvious mobile-specific issues visible.
"Just in: Mrs. Meyer's fall" is specific and timely. Subheading clearly explains new formats and scent. Strong product-focused messaging that creates urgency and relevance.
Multiple trust signals present: Dr. Manasa Mantravadi (Chief Medical Advisor with credentials), brand partnerships (Thorne, Codeage, Trace, Eco Lunchbox, Bee's Wrap, Alubri), FSC certification, and product ratings visible (e.g., 1119 reviews on Superbee Wraps, 1168 on Rooted Beauty Bar). However, limited customer testimonials or user-generated content.
Strong alignment between ad (trust, vetting, purpose-driven shopping) and landing page content. Page emphasizes ingredient standards (3000+ banned ingredients), Dr. Mantravadi's guidance, brand curation, and health-first approach. Ad promise of "vitamins you can actually trust" directly matches page positioning.
VIP membership offer is clear at top (50% OFF, $14.99/year with code VIP50), but primary value proposition focuses on trust/vetting rather than a specific discount. Free shipping threshold ($29+) and welcome discount (20% at $75+) are visible but secondary.
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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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