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 76/100 on the 8-point CRO checklist below.
?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.
What this page does right. Steal these.
- Message match9/10
- Call to action8/10
- Trust signals8/10
- Social proof8/10
- Offer clarity8/10
- Mobile experience7/10
- Headline7/10
Where it leaks conversions
- Page speed4/10
Full breakdown
Call to action
8/10Multiple clear CTAs present: 'Shop Lauren's Favorites' button in teal, 'Add' buttons on products, and 'Shop' links throughout the page, all in high-contrast teal color.
- 'Shop Lauren's Favorites' button in prominent teal color directly below bio section
- Product-level 'Add' buttons in matching teal throughout the page
- Multiple shop links ('Shop Food Storage', 'Shop Cookware & Kitchen', 'Shop Personal Care', 'Shop Laundry') provide clear navigation
- Primary CTA doesn't explicitly mention the discount code or offer in the button text
Page speed
4/10PageSpeed score of 44 converts to approximately 4.4/10, indicating significant performance issues that will hurt conversion.
- PageSpeed score of 44 is well below acceptable thresholds (44/100 = 4.4/10)
- Slow load time will increase bounce rate and reduce mobile conversions
- Heavy image content throughout page likely contributes to poor speed score
Trust signals
8/10Strong trust signals: B Corp and Beyond Plastic certifications visible in footer, partnership with Oceanic Preservation Society, specific ingredient standards, and detailed sustainability criteria.
- B Corp Certified and Beyond Plastic badges displayed in footer
- Partnership with Oceanic Preservation Society and Netflix's 'The Plastic Detox' team mentioned
- Specific trust claims: '3,000+ banned ingredients', 'Free from BPA and all BP alternatives', 'Free from PFAS and other forever chemicals'
- No visible security badges or SSL indicators in the screenshots provided
Mobile experience
7/10Page appears responsive with stacked layout suitable for mobile, but some elements could be optimized for smaller screens.
- Search bar and navigation appear mobile-friendly at top
- Product cards stack vertically in a single column layout visible in screenshots
- Teal CTA buttons appear appropriately sized for touch interaction
- Product grid shows 3 columns in some sections which may be cramped on mobile devices
- Long-form educational content (Tips #1-4) may require excessive scrolling on mobile
Headline
7/10Main headline 'Lauren Bash' identifies the influencer but doesn't sell the offer or value proposition directly.
- Clear identification of the influencer/brand ambassador
- Professional presentation with high-quality photo
- Headline is just a name, not a benefit-driven statement about the offer or products
- Doesn't communicate the 'unplastic' or sustainability angle that drives the page
Social proof
8/10Multiple forms of social proof present: influencer endorsement (Lauren Bash), product ratings (4-5 stars on multiple items with review counts like 63, 180, 22490), and partnership with Netflix's 'The Plastic Detox' and Oceanic Preservation Society.
- Influencer Lauren Bash featured prominently with personal story and credentials (climate optimist, activist, storyteller)
- Product ratings visible throughout (4-5 stars with specific review counts: 63 reviews, 180 reviews, 22490 reviews)
- Third-party credibility: Netflix's 'The Plastic Detox' and Oceanic Preservation Society partnership mentioned
- No customer testimonials or reviews specific to the Lauren Bash collection or code
Message match
9/10Excellent alignment between ad and page: ad emphasizes sustainable swaps, ease of shopping, and the unplastic focus; page delivers exactly that with 'Unplastic Favorites' section, room-by-room shopping, and detailed sustainability tips.
- Ad's 'unplastic shop' promise directly matched by 'Shop Lauren's Unplastic Favorites' section
- Ad's emphasis on 'one place instead of researching 100 brands' matched by curated collections and room-by-room organization
- Ad's sustainability angle matched by 'Curated to reduce plastic exposure' section with expert-backed criteria
Offer clarity
8/10The offer is clearly stated: 25% off orders $75+ with code LAURENBASH, prominently displayed in the Lauren Bash bio section.
- Code LAURENBASH explicitly shown in bio section with discount percentage and minimum order amount
- Offer repeated in multiple places (bio section and throughout page)
- Clear dollar threshold ($75+) removes ambiguity
- The top banner offers a different deal (50% off VIP membership for $14.99) which could create confusion about which offer applies
Your own page
That is one page's teardown. Now get your own.
Same 8-factor rubric, same evidence-backed notes, on your landing page instead of theirs. Free, no signup, about 30 seconds.
Free, no signup, no card. The same 8 factor score every page here was graded on.
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.