Earthwise Seed Company
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The ad
Rethink what your lawn can be — beautiful, low-maintenance, and beneficial for pollinators.
Earthwise Seed Company
Shop nowThe funnel behind it
Offer: All natural, Alternative Lawn Seed Blends
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 collections page does well on trust and message match—it delivers exactly what the ad promises (low-maintenance, pollinator-friendly lawn alternatives) with clear product categories and sustainability messaging. However, it suffers from critical weaknesses: the page speed is severely poor (29/100), the headline "COLLECTIONS" is generic and non-compelling, and the primary CTA is buried within product cards rather than prominently featured. Social proof is minimal (no reviews, testimonials, or trust badges visible), and the offer clarity could be stronger—visitors must click into categories to understand specific products. The mobile experience appears functional but the slow load time will hurt conversion significantly.
What this funnel does right. Steal these.
- Message match8/10
Where it's weak
- Social proof1/10
- Headline2/10
- Page speed3/10
- Call to action4/10
- Trust signals5/10
Full breakdown
Call to action
4/10Multiple 'SHOP NOW' buttons exist within product cards, but no primary above-the-fold CTA and no email signup CTA is prominent until the footer.
- Green 'SHOP NOW' buttons are visible and action-oriented within each category card
- Email signup CTA in the middle of the page ('Join Our Community') is clearly visible with arrow indicator
- Multiple CTAs provide options for different user intents
- No prominent primary CTA above the fold—users must scroll to engage
- CTA buttons are distributed across category cards rather than consolidated
- Email signup form lacks urgency or compelling copy beyond 'Exclusive Offers'
Page speed
3/10PAGESPEED_SCORE of 29 converts to approximately 2.9/10, indicating severe performance issues that will harm conversion.
- Page speed score of 29/100 is critically poor—users will experience long load times
- Slow loading will increase bounce rate, especially on mobile devices
- Performance issues directly contradict the 'eco-friendly' messaging (wasted energy/bandwidth)
Trust signals
5/10Company mission and sustainability commitment are clearly stated, but lack of reviews, certifications, or customer validation weakens trust.
- Detailed sustainability statement explains use of recyclable aluminum bags and environmental commitment
- Company logo and branding are consistent and professional
- Contact information and multiple support channels visible (phone, email, chat)
- No customer reviews, ratings, or testimonials to validate product quality
- No third-party certifications, awards, or trust badges visible
- No social proof of customer satisfaction or product popularity
Mobile experience
6/10Layout appears responsive with stacked cards and readable text, but slow page speed will severely impact mobile experience.
- Product cards stack vertically for mobile viewing
- Text is readable and properly sized for mobile screens
- Navigation menu is accessible via hamburger icon
- Page speed of 29 will cause significant mobile load delays and abandonment
- No indication of mobile-specific optimizations or fast-loading images
- Chatbot overlay may obstruct mobile viewing on smaller screens
Headline
2/10The headline 'COLLECTIONS' is generic, non-descriptive, and fails to communicate value or differentiation.
- Generic word 'COLLECTIONS' provides no benefit statement or reason to engage
- Doesn't reinforce the ad's promise about beautiful, low-maintenance, pollinator-friendly lawns
- Misses opportunity to set expectations or highlight the eco-friendly positioning
Social proof
1/10No customer reviews, testimonials, ratings, trust badges, or social proof elements are visible anywhere on the page.
- No star ratings or review counts on any products or categories
- No customer testimonials or success stories visible
- No trust badges, certifications, or third-party validation displayed
Message match
8/10The page directly delivers on the ad's promise: low-maintenance lawn alternatives, pollinator-friendly options, and eco-friendly positioning are all prominently featured.
- Ad mentions 'low-maintenance' and page leads with 'Low-Maintenance Lawn Alternatives' as first category
- Ad emphasizes 'beneficial for pollinators' and page features 'Native & Pollinator Lawns' and 'Clover Lawn' categories
- Sustainability messaging in footer matches ad's eco-friendly positioning
- Ad says 'beautiful' but page doesn't emphasize aesthetic benefits in headlines or descriptions
Offer clarity
6/10Product categories are clearly labeled with descriptive names, but specific offers and pricing are hidden behind category cards requiring clicks.
- Category names clearly describe benefits (e.g., 'Low-Maintenance Lawn Alternatives Eco-Friendly & Water Wise')
- Visual product cards with images help users understand what each collection contains
- Descriptive subheadings like 'All natural, Alternative Lawn Seed Blends' explain the core offering
- No pricing visible on the collections page—users must click to see costs
- No clear indication of what makes each blend different or which to choose
- Lack of specific product counts or bundle details on category cards
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