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 Your First Swap - Code WELCOME
Shop nowThe funnel behind it
Offer: 20% off at $75+ with code WELCOME; 50% off VIP membership for $14.99 first year
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 communicates brand mission and trust through multiple credibility signals (certifications, reviews, medical advisor, ingredient screening). The 20% discount offer is clearly stated at top. However, the page suffers from a critical performance issue (PageSpeed 47), which will significantly impact conversion rates, especially on mobile. The headline doesn't directly reinforce the ad's discount offer, creating minor message misalignment. Multiple CTAs compete for attention rather than creating a clear conversion path. The page excels at building trust and explaining the value proposition but needs urgent speed optimization and CTA hierarchy refinement.
What this funnel does right. Steal these.
- Trust signals: Exceptional trust signals: B-Corp certified, Beyond Plastic™ certified, board-certified medical advisor, 500k+ reviews, carbon-neutral shipping, partnerships with Oceanic Preservation Society, transparent ingredient standards, free returns policy. Trust is a core brand pillar.
- Mobile experience: Mobile-responsive design evident. Navigation, product cards, and CTAs appear well-formatted for mobile. Text is readable, images scale appropriately. Layout flows logically on smaller screens.
- Social proof: Strong social proof throughout: 500k+ 5-star reviews, 500,000+ customers, 3,000 banned ingredients screened by leading EU safety frameworks, board-certified Chief Medical Advisor (Dr. Mantravadi), B-Corp certification. Multiple trust signals reinforce credibility.
- Offer clarity: Clear 20% discount offer with code WELCOME prominently displayed at top. VIP membership offer (50% off for $14.99) also clearly stated. Discount terms are explicit.
- Call to action: Multiple CTAs present ('Shop Now' appears 3+ times). Primary CTA is clear but could be more prominent/urgent. Button styling is consistent but not particularly eye-catching. Secondary CTAs like 'Get 50% Off VIP' compete for attention.
- Headline: Main headline 'A healthier home starts here' is benefit-focused and compelling. However, it doesn't directly reinforce the ad's 20% discount offer, creating slight disconnect between ad promise and page headline.
- Message match: Good alignment: ad emphasizes 'low-tox essentials screened for 3,000+ harmful ingredients' and page reinforces this with 'screened against 3,000 banned ingredients.' However, ad focuses on 20% discount while page emphasizes brand mission/standards more than the specific offer.
Where it's weak
- Page speed: PageSpeed score of 47 is significantly below optimal (target 75+). This is a major concern for mobile conversion rates. Slow load times will increase bounce rate and reduce ad ROI, particularly on mobile devices.
Full breakdown
Multiple CTAs present ('Shop Now' appears 3+ times). Primary CTA is clear but could be more prominent/urgent. Button styling is consistent but not particularly eye-catching. Secondary CTAs like 'Get 50% Off VIP' compete for attention.
PageSpeed score of 47 is significantly below optimal (target 75+). This is a major concern for mobile conversion rates. Slow load times will increase bounce rate and reduce ad ROI, particularly on mobile devices.
Exceptional trust signals: B-Corp certified, Beyond Plastic™ certified, board-certified medical advisor, 500k+ reviews, carbon-neutral shipping, partnerships with Oceanic Preservation Society, transparent ingredient standards, free returns policy. Trust is a core brand pillar.
Mobile-responsive design evident. Navigation, product cards, and CTAs appear well-formatted for mobile. Text is readable, images scale appropriately. Layout flows logically on smaller screens.
Main headline 'A healthier home starts here' is benefit-focused and compelling. However, it doesn't directly reinforce the ad's 20% discount offer, creating slight disconnect between ad promise and page headline.
Strong social proof throughout: 500k+ 5-star reviews, 500,000+ customers, 3,000 banned ingredients screened by leading EU safety frameworks, board-certified Chief Medical Advisor (Dr. Mantravadi), B-Corp certification. Multiple trust signals reinforce credibility.
Good alignment: ad emphasizes 'low-tox essentials screened for 3,000+ harmful ingredients' and page reinforces this with 'screened against 3,000 banned ingredients.' However, ad focuses on 20% discount while page emphasizes brand mission/standards more than the specific offer.
Clear 20% discount offer with code WELCOME prominently displayed at top. VIP membership offer (50% off for $14.99) also clearly stated. Discount terms are explicit.
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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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