Grove Collaborative
Facebook · Instagram · Audience Network · Video
The ad
Better-for-you paper swaps don’t have to be complicated. Let Grove help you clean up your routine. ✨🌿
Get 20% off better paper with code WELCOME
Shop nowThe funnel behind it
Offer: Get 20% off your first order of $75+ with code WELCOME. Free shipping on orders $29+.
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, purpose-built landing page with excellent offer clarity and message-to-ad alignment. The dual incentive (20% off + free shipping) is clearly communicated, and the page effectively positions Grove's sustainable paper products as the solution. Trust signals are strong with certifications and sustainability commitments prominently featured. However, the page is significantly hampered by a poor PageSpeed score of 55, which will negatively impact conversion rates—especially on mobile devices where most paid social traffic originates. The lack of customer testimonials or specific review quotes in the main content area is a missed opportunity for social proof. CTAs are clear but could benefit from urgency messaging. Overall, this is a solid page that would perform much better with speed optimization.
What this funnel does right. Steal these.
- Message match: Excellent alignment. Ad promises 'better paper swaps' and 'clean up routine' - page delivers sustainable paper products with eco-credentials. Landing page is purpose-built for this campaign.
- Offer clarity: Crystal clear dual offer: 20% off first order of $75+ with code WELCOME, plus free shipping on $29+. Code prominently displayed multiple times.
- Call to action: Multiple prominent CTAs: 'Get 20% off + free shipping' button appears twice (above and below fold). Clear, action-oriented. Could benefit from urgency language (limited time, etc.).
- Trust signals: Strong trust foundation: B-Corp certified, FSC certifications, 'chemical-free and PFAS-free' claims, 'Beyond Plastic' initiative, transparent ingredient standards. Privacy policy and terms visible. Missing: specific customer reviews/testimonials on page.
- Mobile experience: Responsive design appears solid. Search bar, navigation, and CTAs are mobile-friendly. Product grid and content stack appropriately. Minor: some text density in feature sections could be tighter on small screens.
- Headline: Strong headline 'Looking for sustainable paper towels and toilet paper?' directly addresses user intent. Matches ad promise well. Could be slightly more benefit-driven.
- Social proof: Good trust signals: FSC certifications, B-Corp badge, 14,000+ reviews mentioned in footer, 'responsibly sourced and certified' claims. Missing customer testimonials or specific review quotes on main content area.
Where it's weak
- Page speed: PageSpeed score of 55 is below acceptable threshold (target 75+). Slow load time will increase bounce rate and reduce conversions, especially on mobile. Significant optimization needed.
Full breakdown
Multiple prominent CTAs: 'Get 20% off + free shipping' button appears twice (above and below fold). Clear, action-oriented. Could benefit from urgency language (limited time, etc.).
PageSpeed score of 55 is below acceptable threshold (target 75+). Slow load time will increase bounce rate and reduce conversions, especially on mobile. Significant optimization needed.
Strong trust foundation: B-Corp certified, FSC certifications, 'chemical-free and PFAS-free' claims, 'Beyond Plastic' initiative, transparent ingredient standards. Privacy policy and terms visible. Missing: specific customer reviews/testimonials on page.
Responsive design appears solid. Search bar, navigation, and CTAs are mobile-friendly. Product grid and content stack appropriately. Minor: some text density in feature sections could be tighter on small screens.
Strong headline 'Looking for sustainable paper towels and toilet paper?' directly addresses user intent. Matches ad promise well. Could be slightly more benefit-driven.
Good trust signals: FSC certifications, B-Corp badge, 14,000+ reviews mentioned in footer, 'responsibly sourced and certified' claims. Missing customer testimonials or specific review quotes on main content area.
Excellent alignment. Ad promises 'better paper swaps' and 'clean up routine' - page delivers sustainable paper products with eco-credentials. Landing page is purpose-built for this campaign.
Crystal clear dual offer: 20% off first order of $75+ with code WELCOME, plus free shipping on $29+. Code prominently displayed multiple times.
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View all →Explore High-Impact Kitchen Swaps
Explore High-Impact Kitchen Swaps
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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