- Funnel summaryGrove’s plastic-free kitchen entry messaging uses UGC demonstration videos focused on reducing plastic exposure with reusable food-storage and kitchen alternatives. The observed journey proceeds from a collection to two product-detail screens, then cart, then checkout; the cart includes a subscription offer, but no distinct upsell was detected.Read the field notes →grove.co54entry:collectionvertical:home-and-kitchen
- Funnel summaryThe funnel begins on a Stoneworks Laundry Detergent Pods product detail page, continues through additional laundry-detergent PDP states, reaches a Grove Collaborative cart, and proceeds to a subscription checkout for Laundry Detergent Packs. Entry messaging promotes a cleaner home-care swap with mineral- and bio-based ingredients, deep cleaning, odor elimination, stain fighting, and olive leaf fragrance.Read the field notes →grove.co42entry:pdpvertical:home-care