Grove Collaborative
Facebook · Instagram · Audience Network · Video
The ad
Happy Plastic Free July!! Did you know @grovecollaborative has an entire section on their site called The Unplastic Shop? It’s where I found everything in this haul + is my favorite way to make better, more sustainable purchases! Comment “me” for a 🔗 to shop plastic-free and be sure to use my code CONSCIOUSLYKAY for a discount! #grovepartner #plasticfreejuly
Get offerThe funnel behind it
Offer: 50% OFF VIP MEMBERSHIP - $14.99 for first year with code VIP50 | Free shipping on orders $29+ | 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 is a well-structured product landing page for Grove's Unplastic Shop with strong message-match to the influencer ad. The page effectively communicates the value proposition (plastic-free alternatives curated by experts) and builds trust through multiple credibility signals (Netflix association, Oceanic Preservation Society partnership, specific safety standards). The layout guides users through room-by-room shopping options and includes educational content (4 tips, playbook download). However, the critical weakness is the PageSpeed score of 40, which will severely impact conversion rates, especially on mobile devices. The page also could benefit from stronger social proof (more customer testimonials, user-generated content) and a more streamlined CTA hierarchy. The VIP membership offer at top is good, but the primary conversion path could be clearer. Overall, strong content and trust-building, but technical performance is a major drag on effectiveness.
What this funnel does right. Steal these.
- Trust signals: Strong trust signals: Oceanic Preservation Society partnership, Netflix association (The Plastic Detox), specific safety standards (BPA-free, PFAS-free, EDC-free), 3,000+ banned ingredients policy, carbon-neutral shipping. Expert curation clearly communicated. Influencer partnership disclosed.
- Mobile experience: Page appears mobile-responsive with stacked layouts, readable text, and accessible buttons. Product cards display well. Navigation and search bar functional. No obvious mobile usability issues detected from screenshots.
- Message match: Strong alignment between ad (plastic-free, sustainable purchases, Plastic Detox connection) and landing page content. Page delivers exactly what ad promises: curated plastic-free products with discount code opportunity. Influencer partnership context matches well.
- Offer clarity: Clear value proposition: plastic-free alternatives curated by Oceanic Preservation Society. Specific product categories (kitchen, bathroom, laundry, etc.) make it easy to understand what's being offered. VIP membership discount (50% off, $14.99) is prominently displayed at top.
- Call to action: Multiple CTAs present: 'Shop Now', 'Learn More', 'Shop Kitchen/Bedroom/etc', 'Download Standards', 'Download Playbook'. Primary CTA 'Shop Now' is clear and action-oriented. Good variety but could prioritize single primary CTA more strongly.
- Headline: Main headline 'Curated by the producers of The Plastic Detox' establishes credibility and Netflix connection. Secondary headline 'The starter pack for your plastic detox' is clear but somewhat generic. Could be more compelling.
- Social proof: Product ratings visible (4-5 stars on multiple items). Netflix association adds credibility. Oceanic Preservation Society partnership mentioned. However, limited customer testimonials or user-generated content. Review counts are modest (51-4617 reviews across shown products).
Where it's weak
- Page speed: PageSpeed score of 40 is poor. This significantly impacts user experience, especially on mobile. Slow load times will increase bounce rate and reduce conversions. Major CRO concern.
Full breakdown
Multiple CTAs present: 'Shop Now', 'Learn More', 'Shop Kitchen/Bedroom/etc', 'Download Standards', 'Download Playbook'. Primary CTA 'Shop Now' is clear and action-oriented. Good variety but could prioritize single primary CTA more strongly.
PageSpeed score of 40 is poor. This significantly impacts user experience, especially on mobile. Slow load times will increase bounce rate and reduce conversions. Major CRO concern.
Strong trust signals: Oceanic Preservation Society partnership, Netflix association (The Plastic Detox), specific safety standards (BPA-free, PFAS-free, EDC-free), 3,000+ banned ingredients policy, carbon-neutral shipping. Expert curation clearly communicated. Influencer partnership disclosed.
Page appears mobile-responsive with stacked layouts, readable text, and accessible buttons. Product cards display well. Navigation and search bar functional. No obvious mobile usability issues detected from screenshots.
Main headline 'Curated by the producers of The Plastic Detox' establishes credibility and Netflix connection. Secondary headline 'The starter pack for your plastic detox' is clear but somewhat generic. Could be more compelling.
Product ratings visible (4-5 stars on multiple items). Netflix association adds credibility. Oceanic Preservation Society partnership mentioned. However, limited customer testimonials or user-generated content. Review counts are modest (51-4617 reviews across shown products).
Strong alignment between ad (plastic-free, sustainable purchases, Plastic Detox connection) and landing page content. Page delivers exactly what ad promises: curated plastic-free products with discount code opportunity. Influencer partnership context matches well.
Clear value proposition: plastic-free alternatives curated by Oceanic Preservation Society. Specific product categories (kitchen, bathroom, laundry, etc.) make it easy to understand what's being offered. VIP membership discount (50% off, $14.99) is prominently displayed at top.
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17dVIDEOShop smarter with Green Rewards VIP
17dVIDEO20% Off Your First Order $75+
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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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