Grove Collaborative landing page teardown
The page at grove.co has been the destination of a Grove Collaborative Facebook ad for 17 days. We captured it and scored it 75/100 on the 8-point CRO checklist below.
Offer on the page: 20% Off Your First Order $75+ | Use code WELCOME
?What is a CRO score?
CRO stands for Conversion Rate Optimization: turning more of the visitors you already have into customers. This score (0 to 100) rates how well a landing page is built to convert, across 8 factors like offer, headline, speed, trust, and mobile. Read the full explainer →
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 effectively communicates its value proposition (curation + vetting for safer products) and presents a clear, compelling offer (20% off $75+). The page demonstrates strong trust signals through certifications, brand partnerships, and sustainability commitments. Message-to-ad alignment is excellent. However, the page is significantly hampered by a poor PageSpeed score of 41, which will negatively impact mobile conversions and user experience. The lack of customer testimonials or product reviews on the page is a missed opportunity for social proof. CTAs are clear but could be more specific. Overall, this is a well-structured page with good messaging but technical performance issues that need immediate attention.
What this page does right. Steal these.
- Offer clarity: Crystal clear offer: 20% off first order with $75+ minimum spend. Code WELCOME prominently displayed. Discount amount and conditions are explicit.
- Call to action: Multiple CTAs present ('Get 20% off + free shipping' button appears twice). Clear, action-oriented. Good button contrast and placement. However, primary CTA text 'Get offer' is generic.
- Trust signals: Strong trust indicators: B Corp certification, Beyond Plastic badge, 50+ vetted brands displayed, 'No harsh chemicals' claim with science backing, free returns policy, carbon-neutral shipping. Privacy policy and terms visible. Lacks specific customer reviews/ratings on page itself.
- Mobile experience: Page appears mobile-responsive with stacked layout, readable text, and accessible buttons. Product category grid displays well. Navigation is clean. Minor: some text density in lower sections.
- Headline: Strong headline 'Looking for safe & sustainable products for your family?' directly addresses pain point. Matches ad messaging about curation and vetting. Benefit-driven.
- Message match: Strong alignment between ad and page. Ad emphasizes curation/vetting; page reinforces 'We do the research for you' and 'carefully curated.' Discount offer matches. Messaging cohesive throughout.
- Social proof: Multiple trust signals present: 14,000+ app ratings (4+ stars), Certified B Corporation badge, Beyond Plastic certification, trusted brand logos (Seventh Generation, Honest, etc.). However, no customer testimonials or reviews visible on page.
Where it leaks conversions
- Page speed: PageSpeed score of 41 is poor. Significantly impacts user experience, especially on mobile. High bounce risk. This is a critical issue for conversion optimization.
Full breakdown
Multiple CTAs present ('Get 20% off + free shipping' button appears twice). Clear, action-oriented. Good button contrast and placement. However, primary CTA text 'Get offer' is generic.
PageSpeed score of 41 is poor. Significantly impacts user experience, especially on mobile. High bounce risk. This is a critical issue for conversion optimization.
Strong trust indicators: B Corp certification, Beyond Plastic badge, 50+ vetted brands displayed, 'No harsh chemicals' claim with science backing, free returns policy, carbon-neutral shipping. Privacy policy and terms visible. Lacks specific customer reviews/ratings on page itself.
Page appears mobile-responsive with stacked layout, readable text, and accessible buttons. Product category grid displays well. Navigation is clean. Minor: some text density in lower sections.
Strong headline 'Looking for safe & sustainable products for your family?' directly addresses pain point. Matches ad messaging about curation and vetting. Benefit-driven.
Multiple trust signals present: 14,000+ app ratings (4+ stars), Certified B Corporation badge, Beyond Plastic certification, trusted brand logos (Seventh Generation, Honest, etc.). However, no customer testimonials or reviews visible on page.
Strong alignment between ad and page. Ad emphasizes curation/vetting; page reinforces 'We do the research for you' and 'carefully curated.' Discount offer matches. Messaging cohesive throughout.
Crystal clear offer: 20% off first order with $75+ minimum spend. Code WELCOME prominently displayed. Discount amount and conditions are explicit.
Keep exploring
Captured from the public page at grove.co; ad data from the public Meta Ad Library. Funnelens is not affiliated with Grove Collaborative or Meta. See data sources.