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 + Free Shipping on $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 page has a critical speed problem (19 PageSpeed) that will severely limit conversion potential regardless of other factors. The message match between ad and landing page is weak—the ad's emotional hook about 'toxins' and 'low-tox essentials' isn't reflected in the generic 'Bestsellers' page. While social proof is excellent (1000+ reviews per product) and trust signals are strong (B-Corp, sustainability badges), the page lacks a cohesive campaign narrative. Multiple competing offers in the header dilute the advertised '20% off $75' deal. The product-level CTAs are clear but lack campaign-level urgency. For a paid social campaign, this landing page needs: (1) immediate speed optimization, (2) hero section reinforcing the 'low-tox' positioning, (3) prominent campaign offer banner, (4) simplified offer stack.
What this funnel does right. Steal these.
- Trust signals: Strong trust signals: B-Corp certification visible, 'Beyond Plastic' badge, 'Reduced Plastic Waste' badges on products, clear ingredient standards messaging, privacy policy/terms accessible. Brand positioning as sustainable/ethical is clear.
- Social proof: Strong social proof throughout: multiple products with 1000+ reviews (4792, 1515, 2181, 9589, 1375, 1597, 1453, 926, 590, 2275, 3288, 1250, 78, 51). Star ratings visible on every product. Builds credibility well.
- Call to action: Clear 'Add to Cart' CTAs on every product. However, no prominent banner CTA matching the ad's 'Shop now' language. CTAs are product-level rather than campaign-level, which may reduce conversion velocity.
- Mobile experience: Layout appears responsive with stacked product cards. Search bar and navigation accessible. However, multiple competing offers in header may create cognitive overload on small screens.
- Offer clarity: Ad mentions '20% off $75' but landing page shows multiple offers (VIP 50% off, free shipping $29+, 20% off $75+). The specific ad offer is present but diluted by competing promotions in header.
Where it's weak
- Page speed: PageSpeed score of 19 is critically poor. This will cause significant bounce rates, especially on mobile. Likely image-heavy product grid without optimization. Major CRO blocker.
- Message match: Ad emphasizes 'low-tox essentials' and 'screened for 3,000+ harmful ingredients' but landing page is generic bestsellers collection. No prominent messaging about toxin-free/low-tox positioning. Weak alignment between ad promise and page content.
Full breakdown
Clear 'Add to Cart' CTAs on every product. However, no prominent banner CTA matching the ad's 'Shop now' language. CTAs are product-level rather than campaign-level, which may reduce conversion velocity.
PageSpeed score of 19 is critically poor. This will cause significant bounce rates, especially on mobile. Likely image-heavy product grid without optimization. Major CRO blocker.
Strong trust signals: B-Corp certification visible, 'Beyond Plastic' badge, 'Reduced Plastic Waste' badges on products, clear ingredient standards messaging, privacy policy/terms accessible. Brand positioning as sustainable/ethical is clear.
Layout appears responsive with stacked product cards. Search bar and navigation accessible. However, multiple competing offers in header may create cognitive overload on small screens.
Page headline 'Grove Co. Bestsellers' is generic and doesn't reinforce the ad's emotional hook about 'toxins' or the specific discount. Misses opportunity to echo ad messaging.
Strong social proof throughout: multiple products with 1000+ reviews (4792, 1515, 2181, 9589, 1375, 1597, 1453, 926, 590, 2275, 3288, 1250, 78, 51). Star ratings visible on every product. Builds credibility well.
Ad emphasizes 'low-tox essentials' and 'screened for 3,000+ harmful ingredients' but landing page is generic bestsellers collection. No prominent messaging about toxin-free/low-tox positioning. Weak alignment between ad promise and page content.
Ad mentions '20% off $75' but landing page shows multiple offers (VIP 50% off, free shipping $29+, 20% off $75+). The specific ad offer is present but diluted by competing promotions in header.
More ads from Grove Collaborative
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
Keep exploring
Data from the public Meta Ad Library. Funnelens is not affiliated with or endorsed by Meta. See data sources.