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 $75
Shop nowThe funnel behind it
Offer: 20% Off $75 with code WELCOME
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 suffers from a critical speed issue (PageSpeed 14) that will severely limit conversion potential. While the page has strong social proof through product reviews and trust badges, there's a significant message-match gap: the ad promises 'low-tox essentials screened for 3,000+ harmful ingredients' but the landing page is a generic bestsellers collection without highlighting this key benefit. The discount offer (20% off $75) is mentioned in the header but not prominently tied to the product selection or redemption flow. CTAs are product-focused rather than campaign-focused. The page would benefit from: (1) immediate speed optimization, (2) a hero section reinforcing the 'low-tox' messaging, (3) prominent discount code display and redemption clarity, (4) filtering/sorting by 'low-tox' or 'screened ingredients' to match ad promise, and (5) a campaign-specific CTA that ties the discount to the product selection.
What this funnel does right. Steal these.
- Social proof: Strong social proof throughout: multiple products with 4-5 star ratings (4792, 1515, 2181, 9589, 1375, 1597, 1453, 351, 926, 590, 2275, 1768, 3288, 97, 1250, 78, 51 reviews). High review counts build credibility. 'Subscribe & Earn More' badges on most products add trust.
- Trust signals: Multiple trust signals: B-Corp and Beyond Plastic certifications visible in footer, high review counts, 'Reduced Plastic Waste' badges on products, clear company mission statement. Privacy policy and terms accessible. However, slow page speed undermines trust perception.
- Mobile experience: Layout appears responsive with stacked product cards suitable for mobile. Search bar and navigation accessible. However, dense product grid may require excessive scrolling on mobile. No mobile-specific optimization visible for discount code entry or redemption.
- Offer clarity: Offer is clear (20% off $75) and prominently displayed in header banner. Code 'WELCOME' mentioned in green banner. However, ad mentions '20% Off $75' but page shows multiple discount offers (VIP 50% off, free shipping $29+), creating slight confusion about which offer applies.
Where it's weak
- Page speed: PageSpeed score of 14 is critically poor. This severely impacts user experience, conversion rates, and SEO. Page likely has high bounce rate due to slow load times. Major CRO blocker.
- Message match: Ad emphasizes 'low-tox essentials screened for 3,000+ harmful ingredients' but landing page is generic bestsellers collection. Page doesn't highlight the toxin-screening benefit or safety angle. 'Learn about Grove Co.' link exists but isn't prominent. Disconnect between ad promise and page content.
Full breakdown
Multiple 'Add to Cart' CTAs are present and visible, but they're product-level rather than campaign-specific. No prominent 'Shop Now' or discount-redemption CTA matching the ad's call-to-action. CTAs blend into product listings rather than standing out.
PageSpeed score of 14 is critically poor. This severely impacts user experience, conversion rates, and SEO. Page likely has high bounce rate due to slow load times. Major CRO blocker.
Multiple trust signals: B-Corp and Beyond Plastic certifications visible in footer, high review counts, 'Reduced Plastic Waste' badges on products, clear company mission statement. Privacy policy and terms accessible. However, slow page speed undermines trust perception.
Layout appears responsive with stacked product cards suitable for mobile. Search bar and navigation accessible. However, dense product grid may require excessive scrolling on mobile. No mobile-specific optimization visible for discount code entry or redemption.
Page headline 'Grove Co. Bestsellers' is generic and doesn't reinforce the ad's 'low-tox' messaging or the specific 20% discount. Misses opportunity to echo ad promise about toxin-free products.
Strong social proof throughout: multiple products with 4-5 star ratings (4792, 1515, 2181, 9589, 1375, 1597, 1453, 351, 926, 590, 2275, 1768, 3288, 97, 1250, 78, 51 reviews). High review counts build credibility. 'Subscribe & Earn More' badges on most products add trust.
Ad emphasizes 'low-tox essentials screened for 3,000+ harmful ingredients' but landing page is generic bestsellers collection. Page doesn't highlight the toxin-screening benefit or safety angle. 'Learn about Grove Co.' link exists but isn't prominent. Disconnect between ad promise and page content.
Offer is clear (20% off $75) and prominently displayed in header banner. Code 'WELCOME' mentioned in green banner. However, ad mentions '20% Off $75' but page shows multiple discount offers (VIP 50% off, free shipping $29+), creating slight confusion about which offer applies.
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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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