Grove Collaborative
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The ad
any other clean ingredient only sunscreen homes out there?? @grovecollaborative made it so easy to find a sunscreen that worked for our girl and it’s been such a reliable resource for stress-free shopping since i found them in 2023!! use my code JOSIE25 to save💚
Shop nowThe funnel behind it
Offer: Special offer: 50% OFF VIP MEMBERSHIP $14.99 for your first year. Use 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.
Grove's landing page excels at building trust through multiple credibility signals (medical advisor, 500k+ reviews, certifications) and clearly communicates its core value proposition around health-conscious, ingredient-screened products. The page effectively uses visual hierarchy, product categories, and social proof to guide visitors. However, the page suffers from poor mobile optimization (evidenced by the 54 PageSpeed score), and the primary CTA button placement is buried mid-page rather than prominently featured above the fold. The message match between the personal testimonial ad (about sunscreen) and the broad "why Grove" landing page is weak—visitors expect sunscreen-specific content but land on a general brand overview page.
What this funnel does right. Steal these.
- Trust signals: Strong trust signals throughout: medical advisor credentials, 500k+ customer reviews, B-Corp certification, Beyond Plastic certification, transparent ingredient standards (3,000 banned ingredients), and detailed sustainability commitments.
- Social proof: Exceptional social proof throughout: 500k+ 5-star reviews, board-certified medical advisor (Dr. Mantravadi), B-Corp and Beyond Plastic certifications, product ratings (4792 reviews on toilet paper), and customer testimonials.
- Headline: The headline 'A healthier home starts here' is compelling and benefit-driven, though somewhat generic and doesn't directly address the sunscreen-focused ad messaging.
- Offer clarity: The VIP membership offer is clearly stated at the top with specific pricing ($14.99) and code (VIP50), though the broader value proposition of 3,000 banned ingredients screening is the stronger implicit offer.
Where it's weak
- Page speed: PageSpeed score of 54 is below the 70+ threshold for good performance, suggesting slow load times and poor Core Web Vitals that will negatively impact conversion rates.
- Mobile experience: PageSpeed score of 54 indicates significant mobile performance issues; layout appears cramped and navigation may be difficult on smaller screens based on the dense information architecture.
- Message match: Poor alignment between the personal sunscreen testimonial ad and the generic 'why Grove' brand page; visitors seeking sunscreen solutions land on a broad category overview instead of sunscreen-specific products.
Full breakdown
Multiple CTAs exist ('Shop Now', 'Get 50% Off VIP', 'Explore Standards') but the primary VIP CTA is buried mid-page and lacks urgency; the top banner CTA is small and easy to miss.
PageSpeed score of 54 is below the 70+ threshold for good performance, suggesting slow load times and poor Core Web Vitals that will negatively impact conversion rates.
Strong trust signals throughout: medical advisor credentials, 500k+ customer reviews, B-Corp certification, Beyond Plastic certification, transparent ingredient standards (3,000 banned ingredients), and detailed sustainability commitments.
PageSpeed score of 54 indicates significant mobile performance issues; layout appears cramped and navigation may be difficult on smaller screens based on the dense information architecture.
The headline 'A healthier home starts here' is compelling and benefit-driven, though somewhat generic and doesn't directly address the sunscreen-focused ad messaging.
Exceptional social proof throughout: 500k+ 5-star reviews, board-certified medical advisor (Dr. Mantravadi), B-Corp and Beyond Plastic certifications, product ratings (4792 reviews on toilet paper), and customer testimonials.
Poor alignment between the personal sunscreen testimonial ad and the generic 'why Grove' brand page; visitors seeking sunscreen solutions land on a broad category overview instead of sunscreen-specific products.
The VIP membership offer is clearly stated at the top with specific pricing ($14.99) and code (VIP50), though the broader value proposition of 3,000 banned ingredients screening is the stronger implicit offer.
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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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