Grove Collaborative landing page teardown
The page at grove.com has been the destination of a Grove Collaborative Facebook ad for 15 days. We captured it and scored it 70/100 on the 8-point CRO checklist below.
Offer on the page: 25% off orders $75 and up with code LAURA25
?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 effectively converts the influencer ad into a curated shopping experience. Laura Gimbert's personal story and product picks create authentic social proof, and the page clearly communicates Grove's core value proposition (safe, non-toxic, researched products). The discount code integration is seamless. However, three critical issues limit performance: (1) The headline is weak and doesn't leverage the influencer angle or emotional benefit, (2) PageSpeed score of 33 is catastrophic—this alone could reduce conversions by 40%+, and (3) The primary CTA lacks urgency. The page structure is logical (curator intro → featured picks → category browsing → trust messaging), but the speed issue must be addressed immediately. Recommend: optimize images aggressively, implement lazy loading, minify CSS/JS, and consider a CDN. The messaging and design are solid; speed is the bottleneck.
What this page does right. Steal these.
- Trust signals: Strong trust signals: B Corp certified, Beyond Plastic™ badge, 'no harsh chemicals' guarantee, influencer endorsement, extensive product reviews, clear sustainability messaging. Privacy policy and terms visible. Only minor gap: no visible security badges (SSL, etc.) in footer.
- Mobile experience: Mobile-responsive design with stacked layout. Search bar, navigation, and product cards adapt well. Text is readable. However, some sections could be more mobile-optimized (category grid at bottom is dense).
- Social proof: Strong social proof throughout: Laura Gimbert curator section with personal story, 4.7k+ reviews on bamboo toilet paper, 2.6k+ reviews on body oil, influencer testimonial in red banner. However, proof is scattered across page rather than concentrated at top.
- Message match: Strong alignment between ad and landing page. Ad emphasizes 'clean, high-performing, non-toxic' and page delivers exactly that messaging. Laura Gimbert curator section directly matches influencer ad. Discount code works as promised.
- Offer clarity: Discount offer is clear (25% off $75+), but headline says '25% of' which is ambiguous phrasing. Code LAURA25 is prominently displayed. Multiple promotional banners reinforce the offer.
- Call to action: Multiple CTAs present ('Shop Laura's Picks', 'Shop Cleaning', 'Shop All of Grove'). Primary CTA 'Shop now' is clear but generic. CTAs are well-distributed but lack urgency language. Button color (teal) has good contrast.
Where it leaks conversions
- Page speed: PageSpeed score of 33 is critically poor. This severely impacts user experience, bounce rate, and conversions. Page likely has unoptimized images, render-blocking resources, and slow server response. Major CRO liability.
Full breakdown
Multiple CTAs present ('Shop Laura's Picks', 'Shop Cleaning', 'Shop All of Grove'). Primary CTA 'Shop now' is clear but generic. CTAs are well-distributed but lack urgency language. Button color (teal) has good contrast.
PageSpeed score of 33 is critically poor. This severely impacts user experience, bounce rate, and conversions. Page likely has unoptimized images, render-blocking resources, and slow server response. Major CRO liability.
Strong trust signals: B Corp certified, Beyond Plastic™ badge, 'no harsh chemicals' guarantee, influencer endorsement, extensive product reviews, clear sustainability messaging. Privacy policy and terms visible. Only minor gap: no visible security badges (SSL, etc.) in footer.
Mobile-responsive design with stacked layout. Search bar, navigation, and product cards adapt well. Text is readable. However, some sections could be more mobile-optimized (category grid at bottom is dense).
Headline is weak and generic. Says '25% of your order' (unclear if discount or percentage). Doesn't communicate value proposition or emotional benefit. Laura Gimbert's personal endorsement is buried below the fold.
Strong social proof throughout: Laura Gimbert curator section with personal story, 4.7k+ reviews on bamboo toilet paper, 2.6k+ reviews on body oil, influencer testimonial in red banner. However, proof is scattered across page rather than concentrated at top.
Strong alignment between ad and landing page. Ad emphasizes 'clean, high-performing, non-toxic' and page delivers exactly that messaging. Laura Gimbert curator section directly matches influencer ad. Discount code works as promised.
Discount offer is clear (25% off $75+), but headline says '25% of' which is ambiguous phrasing. Code LAURA25 is prominently displayed. Multiple promotional banners reinforce the offer.
Keep exploring
Captured from the public page at grove.com; ad data from the public Meta Ad Library. Funnelens is not affiliated with Grove Collaborative or Meta. See data sources.