Grove Collaborative
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The ad
Better-for-you swaps don’t have to be complicated. Let Grove help you clean up your routine. ✨🌿
Take 20% Off $75
Shop nowThe funnel behind it
Offer: 20% off at $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 has solid foundational trust and social proof elements but suffers from critical execution issues. The catastrophic PageSpeed score (13) is a deal-breaker that will tank conversions through abandonment. The offer-to-page mismatch is moderate—while the page shows relevant bestsellers, it doesn't prominently feature the '20% off $75' incentive or create urgency around the discount. The headline is generic and doesn't reinforce the promotional message. CTAs are product-focused rather than offer-focused, requiring users to add items to cart before the discount becomes relevant. The page does excel in social proof (high review counts across products) and trust signals (certifications, sustainability messaging), which partially offset the messaging issues. Mobile experience is good, but the speed issue will disproportionately impact mobile users. Recommendation: (1) Optimize PageSpeed urgently—target 50+, (2) Add prominent offer banner above fold with discount code and minimum spend requirement, (3) Rewrite headline to emphasize the promotion, (4) Consider adding a 'Shop the Offer' CTA that pre-filters products meeting the $75 threshold.
What this funnel does right. Steal these.
- Trust signals: Strong trust signals: B Corp and Beyond Plastic certifications visible in footer, extensive product reviews, 'Subscribe & Earn More' program, clear privacy/terms links, environmental impact messaging, 'Reduced Plastic Waste' badges on products. Brand positioning as sustainable/responsible is credible.
- Mobile experience: Mobile-responsive design with stacked layout, readable text, and accessible buttons. Search bar and navigation are mobile-friendly. Product cards display well on small screens. Minor: footer is lengthy but not obstructive.
- 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). High review counts build credibility. 'Subscribe & Earn More' badges add trust.
- Call to action: Multiple 'Add to Cart' CTAs in teal/green are prominent and action-oriented. However, no dedicated 'Shop Now' or discount-specific CTA matching the ad. CTAs are product-level rather than offer-level, requiring extra clicks to apply discount.
- Offer clarity: Offer is clear (20% off $75) in ad and visible in banner, but landing page shows bestsellers without prominent offer callout. Discount code WELCOME mentioned in banner but not emphasized on main content area.
Where it's weak
- Page speed: PageSpeed score of 13 is critically poor. This severely impacts user experience, conversion rates, and SEO. Page likely has high image load times, unoptimized assets, and render-blocking resources. Major CRO liability.
- Message match: Moderate mismatch. Ad emphasizes '20% off $75' and 'better-for-you swaps' but landing page shows bestsellers without highlighting the discount threshold or positioning products as 'swaps.' No clear connection between ad promise and page content hierarchy.
Full breakdown
Multiple 'Add to Cart' CTAs in teal/green are prominent and action-oriented. However, no dedicated 'Shop Now' or discount-specific CTA matching the ad. CTAs are product-level rather than offer-level, requiring extra clicks to apply discount.
PageSpeed score of 13 is critically poor. This severely impacts user experience, conversion rates, and SEO. Page likely has high image load times, unoptimized assets, and render-blocking resources. Major CRO liability.
Strong trust signals: B Corp and Beyond Plastic certifications visible in footer, extensive product reviews, 'Subscribe & Earn More' program, clear privacy/terms links, environmental impact messaging, 'Reduced Plastic Waste' badges on products. Brand positioning as sustainable/responsible is credible.
Mobile-responsive design with stacked layout, readable text, and accessible buttons. Search bar and navigation are mobile-friendly. Product cards display well on small screens. Minor: footer is lengthy but not obstructive.
Page headline 'Grove Co. Bestsellers' is generic and doesn't reinforce the ad's promotional message. Lacks urgency or connection to the '20% off' offer. Subheading about 'less plastic, more peace of mind' is brand-focused, not offer-focused.
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). High review counts build credibility. 'Subscribe & Earn More' badges add trust.
Moderate mismatch. Ad emphasizes '20% off $75' and 'better-for-you swaps' but landing page shows bestsellers without highlighting the discount threshold or positioning products as 'swaps.' No clear connection between ad promise and page content hierarchy.
Offer is clear (20% off $75) in ad and visible in banner, but landing page shows bestsellers without prominent offer callout. Discount code WELCOME mentioned in banner but not emphasized on main content area.
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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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