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 at $75+ with code WELCOME; 50% off VIP membership first year with 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.
This page suffers from a critical speed problem (PageSpeed 18) that will severely impact conversions. Beyond performance, there's a notable message-match gap: the ad's emotional appeal about 'saying goodbye to toxins' and 'low-tox essentials' isn't reinforced on the landing page, which presents a generic bestsellers collection. While the page has excellent social proof (high review counts and ratings) and strong trust signals (certifications, badges, transparent screening), the offer clarity is muddied by multiple products at different price points. The CTA is present but generic. Mobile experience is acceptable but the speed issue will tank mobile conversions. The page needs: (1) immediate speed optimization, (2) headline alignment with ad messaging, (3) prominent 'low-tox' or 'toxin-free' messaging, (4) clearer offer presentation, and (5) a more prominent primary CTA matching the ad's 'Shop Now' language.
What this funnel does right. Steal these.
- Trust signals: Strong trust signals: B Corp and Beyond Plastic certifications visible in footer, clear privacy/terms links, 'Reduced Plastic Waste' badges on products, transparent ingredient screening claim, established brand with comprehensive footer (mission, support, social links). Grove Collaborative branding adds legitimacy.
- 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, 88, 578 reviews). Consistent high ratings build credibility. 'Subscribe & Earn More' badges add trust.
- Call to action: Multiple prominent 'Add to Cart' CTAs in teal color are highly visible and action-oriented. However, primary CTA doesn't create urgency or reinforce the offer. No 'Shop Now' button visible matching ad CTA text.
- 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 small screens.
- Offer clarity: Offer is clear (20% off $75) and prominently displayed in banner and page. Code WELCOME mentioned in header. However, ad mentions 20% off but page shows multiple products at different price points without clear offer application.
Where it's weak
- Page speed: PageSpeed score of 18 is critically poor. Severe performance issues will cause high bounce rates, especially on mobile. This is a major CRO killer regardless of other factors.
- Message match: Significant disconnect: Ad emphasizes 'low-tox essentials' and 'toxins' but page focuses on 'bestsellers' without prominent toxin-free messaging. Ad's emotional hook doesn't carry through to page. Product benefits not clearly aligned with ad promise.
Full breakdown
Multiple prominent 'Add to Cart' CTAs in teal color are highly visible and action-oriented. However, primary CTA doesn't create urgency or reinforce the offer. No 'Shop Now' button visible matching ad CTA text.
PageSpeed score of 18 is critically poor. Severe performance issues will cause high bounce rates, especially on mobile. This is a major CRO killer regardless of other factors.
Strong trust signals: B Corp and Beyond Plastic certifications visible in footer, clear privacy/terms links, 'Reduced Plastic Waste' badges on products, transparent ingredient screening claim, established brand with comprehensive footer (mission, support, social links). Grove Collaborative branding adds legitimacy.
Layout appears responsive with stacked product cards suitable for mobile. Search bar and navigation accessible. However, dense product grid may require excessive scrolling on small screens.
Page headline 'Grove Co. Bestsellers' is generic and doesn't reinforce the ad's toxin-free/low-tox messaging. Misalignment between ad promise ('Say goodbye to toxins') and page headline reduces impact.
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, 88, 578 reviews). Consistent high ratings build credibility. 'Subscribe & Earn More' badges add trust.
Significant disconnect: Ad emphasizes 'low-tox essentials' and 'toxins' but page focuses on 'bestsellers' without prominent toxin-free messaging. Ad's emotional hook doesn't carry through to page. Product benefits not clearly aligned with ad promise.
Offer is clear (20% off $75) and prominently displayed in banner and page. Code WELCOME mentioned in header. However, ad mentions 20% off but page shows multiple products at different price points without clear offer application.
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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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