Grove Collaborative
Facebook · Instagram · Audience Network · Video
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: Cook, prep, and store with care. Heat and plastic contact can increase chemical transfer into food.
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 page does well with strong message alignment to the ad's health/plastic-exposure narrative, excellent social proof through abundant star ratings (100+ reviews per product), and clear trust signals (B-Corp certification, sustainability badges). However, it suffers from critical weaknesses: abysmal page speed (31/100) will cause significant abandonment, the primary CTA "Shop All" is generic and lacks urgency, and the mobile experience appears cramped with small product cards. The offer clarity is good but could be stronger with explicit value propositions or discounts. The headline matches the ad intent well, but the overall conversion potential is hampered by technical performance issues.
What this funnel does right. Steal these.
- Social proof: Extensive star ratings throughout (100+ reviews on multiple products, ratings from 4-5 stars), plus trust badges like "100% Plastic Free" and "Reduced Plastic Waste" on nearly every product.
- Trust signals: Strong trust signals including B-Corp certification, Beyond Plastic™ badge, sustainability messaging, and partnership with Oceanic Preservation Society visible in footer.
- Headline: "The Unplastic Shop - Kitchen" directly matches the ad's focus on kitchen swaps and plastic reduction, with supporting subheading "Cook, prep, and store with care."
- Message match: Page content perfectly aligns with ad messaging about kitchen plastic exposure and making simple swaps; the Unplastic Shop collection directly fulfills the ad promise.
- Offer clarity: The offer is clear (plastic-free kitchen products) but lacks explicit incentives like discounts or limited-time urgency to drive immediate action.
Where it's weak
- Page speed: PageSpeed score of 31/100 is critically poor; this will cause significant user abandonment and negatively impact conversion rates.
- Call to action: Primary CTA "Shop All" is generic and lacks action-oriented language; secondary CTAs "Add to Cart" are standard but don't create urgency or highlight value.
Full breakdown
Primary CTA "Shop All" is generic and lacks action-oriented language; secondary CTAs "Add to Cart" are standard but don't create urgency or highlight value.
PageSpeed score of 31/100 is critically poor; this will cause significant user abandonment and negatively impact conversion rates.
Strong trust signals including B-Corp certification, Beyond Plastic™ badge, sustainability messaging, and partnership with Oceanic Preservation Society visible in footer.
Layout appears functional but product cards are small and densely packed; navigation and filtering options are present but may feel cramped on smaller screens.
"The Unplastic Shop - Kitchen" directly matches the ad's focus on kitchen swaps and plastic reduction, with supporting subheading "Cook, prep, and store with care."
Extensive star ratings throughout (100+ reviews on multiple products, ratings from 4-5 stars), plus trust badges like "100% Plastic Free" and "Reduced Plastic Waste" on nearly every product.
Page content perfectly aligns with ad messaging about kitchen plastic exposure and making simple swaps; the Unplastic Shop collection directly fulfills the ad promise.
The offer is clear (plastic-free kitchen products) but lacks explicit incentives like discounts or limited-time urgency to drive immediate action.
More ads from Grove Collaborative
View all →Explore High-Impact Kitchen Swaps
Explore High-Impact Kitchen Swaps
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