Grove Collaborative landing page teardown
The page at grove.co has been the destination of a Grove Collaborative Facebook ad for 3 days. We captured it and scored it 78/100 on the 8-point CRO checklist below.
Offer on the page: Get 20% off your first order of $75+ with code WELCOME. Free shipping on orders $29+.
?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.
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 page 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 leaks conversions
- 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.
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.