Grove Collaborative landing page teardown
The page at grove.co has been the destination of a Grove Collaborative Facebook ad for 15 days. We captured it and scored it 60/100 on the 8-point CRO checklist below.
Offer on the page: 20% Off Your First Swap - 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.
This landing page suffers from a critical speed issue (PageSpeed 17) that will severely impact conversions. While the page has strong social proof elements and clear product listings, there's a significant disconnect between the ad promise (20% off with code WELCOME) and the page experience. The promotional messaging is buried or conflicting (VIP50 code in banner vs. WELCOME code in ad). The page lacks urgency and doesn't prominently feature the discount offer. Product selection is good with high review counts, but the lack of a dedicated discount landing page or prominent code entry field means users must hunt for how to apply the offer. The mobile experience appears functional but the speed issue will kill conversion rates. Trust is solid due to certifications and reviews, but speed undermines everything.
What this page does right. Steal these.
- Social proof: Strong social proof throughout: multiple products with 4.5+ star ratings (4792, 1515, 2181, 9589 reviews), Subscribe & Earn badges, 'Reduced Plastic Waste' badges on many items. High review counts build credibility.
- Trust signals: Strong trust signals: B-Corp certification visible, 'Reduced Plastic Waste' badges, high review counts, Subscribe & Earn program, clear product information. Privacy policy and terms accessible in footer. However, slow page speed undermines trust.
- Mobile experience: Layout appears mobile-responsive with stacked product cards. Search bar and navigation accessible. However, multiple promotional banners at top may create clutter on small screens.
- Offer clarity: 20% off offer is clear in headline, but code WELCOME isn't prominently displayed on page. Promo banner at top mentions VIP50 code instead, creating confusion. First-order free shipping offer (code not shown) adds complexity.
Where it leaks conversions
- Page speed: PageSpeed score of 17 is critically poor. Extremely slow load times will cause high bounce rates and poor user experience, especially on mobile devices.
- Message match: Ad emphasizes '20% Off Your First Swap' but landing page shows bestsellers without prominent discount messaging. Ad focuses on 'simple swaps' and 'cleaner, healthier home' but page is product-list focused. Weak alignment between ad promise and page experience.
Full breakdown
Multiple CTAs present ('Add to Cart' buttons, 'Shop All Grove Co.', 'Bestsellers', 'New Grove Co.'). Primary CTA is clear but not urgency-driven. No prominent 'Apply Code' or discount-specific CTA visible.
PageSpeed score of 17 is critically poor. Extremely slow load times will cause high bounce rates and poor user experience, especially on mobile devices.
Strong trust signals: B-Corp certification visible, 'Reduced Plastic Waste' badges, high review counts, Subscribe & Earn program, clear product information. Privacy policy and terms accessible in footer. However, slow page speed undermines trust.
Layout appears mobile-responsive with stacked product cards. Search bar and navigation accessible. However, multiple promotional banners at top may create clutter on small screens.
Page headline 'Grove Co. Bestsellers' is generic and doesn't reinforce the ad's 20% discount offer. Misalignment between ad promise and page headline reduces clarity.
Strong social proof throughout: multiple products with 4.5+ star ratings (4792, 1515, 2181, 9589 reviews), Subscribe & Earn badges, 'Reduced Plastic Waste' badges on many items. High review counts build credibility.
Ad emphasizes '20% Off Your First Swap' but landing page shows bestsellers without prominent discount messaging. Ad focuses on 'simple swaps' and 'cleaner, healthier home' but page is product-list focused. Weak alignment between ad promise and page experience.
20% off offer is clear in headline, but code WELCOME isn't prominently displayed on page. Promo banner at top mentions VIP50 code instead, creating confusion. First-order free shipping offer (code not shown) adds complexity.
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.