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OllieSmile

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Days running

146 days

Funnel score

71/100

Page speed

28/100

The ad

Have You Ever Heard of PAP Whitening? When most people think of teeth whitening, they think of peroxide. It’s been the “standard” for years — the ingredient behind those popular whitening strips that promise a bright smile in days. The problem? Peroxide doesn’t just whiten. It also eats away at your enamel and leaves your teeth feeling painfully sensitive. That’s where PAP comes in — a modern, enamel-safe alternative to peroxide that whitens without damage. PAP uses an oxygen-based reaction to lift stains at the molecular level, targeting the same discoloration that peroxide does, but without breaking down your enamel or irritating your gums. It’s the future of whitening — gentle, effective, and sensitivity-free. But that’s only part of the magic. Ollie’s PAP + Enzyme Whitening Strips go a step further by combining natural enzymes (like papain from papaya and bromelain from pineapple) with nano hydroxyapatite — the same mineral that makes up 97% of your tooth enamel. While PAP and enzymes dissolve stubborn stains from coffee, tea, and wine, hydroxyapatite works to rebuild and strengthen enamel from within. Think of it as whitening and repairing at the same time. Hydroxyapatite has been trusted in Japan for over 30 years as the gold standard for enamel care — even approved by their Ministry of Health. And it’s no coincidence NASA originally developed it to help astronauts restore lost minerals while in space. Now, that same space-age mineral is helping people around the world achieve a brighter, stronger, and healthier smile — all from home. If you’ve been avoiding whitening strips because of sensitivity, it’s time to switch to something better. Ollie’s PAP + Enzyme + Hydroxyapatite formula gives you visible whitening in days — without the pain, the burn, or the damage. ✨ Peroxide-Free & Enamel Safe ✨ Strengthens with Hydroxyapatite ✨ Enzyme-Activated Stain Removal ✨ Dentist-Approved Whitening, No Sensitivity Your smile deserves more than bleach. It deserves science that works with your teeth — not against them.

Whiten & Rebuild Your Enamel 🦷

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Angle: Problem-solution with scientific superiority (peroxide damage vs. PAP safety + enamel repair)Hook: Question + pain point revelation (sensitivity concerns from traditional whitening)Format: Image ad with educational long-form copy

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The funnel behind it

Offer: PAP + Enzyme + Hydroxyapatite whitening strips - peroxide-free, enamel-safe, sensitivity-free whitening. $25.13 (save $20.82)

Full landing page teardown →Visit landing page →

71/ 100

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 ad's science-focused narrative into a comprehensive product story. Strengths include excellent message-to-page alignment, strong social proof with verified reviews and before/after imagery, clear differentiation through the PAP+enzyme+hydroxyapatite formula, and transparent pricing with visible savings. The page structure flows logically from problem (peroxide damage) to solution (PAP alternative) to proof (customer testimonials). Mobile responsiveness is solid. However, the critical weakness is the PageSpeed score of 28, which will significantly harm conversion rates, especially on mobile devices where most traffic likely originates. The popup discount offer, while potentially effective for email capture, adds friction to the initial user journey. The comparison table effectively positions Ollie against standard whitening strips. Overall, this is a well-structured, trust-building page undermined by severe performance issues that require immediate remediation.

What this funnel does right. Steal these.

Message match: Excellent alignment between ad and landing page. Ad emphasizes PAP, enzymes, hydroxyapatite, enamel safety, and no sensitivity—all prominently featured on page. Ad's science-focused narrative (NASA, Japan, 30 years) is reinforced on landing page. Comparison table shows differentiation clearly.
Trust signals: Multiple trust signals: 4.9/5 rating from 50k+ customers, verified buyer badges, before/after photos, specific customer testimonials with names, mention of dentist/hygienist approval, scientific credibility (NASA, Japan Ministry of Health, hydroxyapatite research). Transparent pricing with discount shown. One minor concern: some reviews mention 'nothing yet' results, showing unfiltered feedback.
Mobile experience: Page appears mobile-responsive with stacked layout, readable text, and accessible CTAs. Popup modal is properly sized for mobile. Images scale appropriately. Navigation is clean. Minor: some text density in reviews section could be optimized further.
Social proof: Strong social proof throughout: 4.9/5 rating (50k+ customers), 74% would recommend, multiple verified customer reviews with before/after photos, testimonials from verified buyers showing real results. One review mentions 'life changing' results. Dentist/hygienist trust mentioned early.
Offer clarity: Clear value proposition: PAP + enzyme + hydroxyapatite formula that whitens without peroxide or sensitivity. Pricing visible ($25.13 vs $45.95). Main benefit clearly stated as 'pain-free whitening' and 'enamel-safe.'
Call to action: Multiple CTAs present: 'Start Whitening My Teeth' (primary, appears twice), 'Shop now' (from ad), 'Continue' (in popup). Primary CTA is clear and action-oriented. However, the popup offering 10% off with checkbox selection adds friction before allowing continuation.
Headline: Headline 'Whiten & Rebuild Your Enamel' is benefit-driven and matches ad copy well. However, it's relatively generic and doesn't differentiate from competitors as strongly as the ad copy does. The emoji adds visual interest but doesn't add clarity.

Where it's weak

Page speed: PageSpeed score of 28 is critically poor. This severely impacts user experience, bounce rates, and conversion. Page loads slowly on mobile devices, which is especially problematic given the mobile-first audience for beauty/wellness products.

Full breakdown

Call to action7/10

Multiple CTAs present: 'Start Whitening My Teeth' (primary, appears twice), 'Shop now' (from ad), 'Continue' (in popup). Primary CTA is clear and action-oriented. However, the popup offering 10% off with checkbox selection adds friction before allowing continuation.

Page speed2/10

PageSpeed score of 28 is critically poor. This severely impacts user experience, bounce rates, and conversion. Page loads slowly on mobile devices, which is especially problematic given the mobile-first audience for beauty/wellness products.

Trust signals8/10

Multiple trust signals: 4.9/5 rating from 50k+ customers, verified buyer badges, before/after photos, specific customer testimonials with names, mention of dentist/hygienist approval, scientific credibility (NASA, Japan Ministry of Health, hydroxyapatite research). Transparent pricing with discount shown. One minor concern: some reviews mention 'nothing yet' results, showing unfiltered feedback.

Mobile experience8/10

Page appears mobile-responsive with stacked layout, readable text, and accessible CTAs. Popup modal is properly sized for mobile. Images scale appropriately. Navigation is clean. Minor: some text density in reviews section could be optimized further.

Headline7/10

Headline 'Whiten & Rebuild Your Enamel' is benefit-driven and matches ad copy well. However, it's relatively generic and doesn't differentiate from competitors as strongly as the ad copy does. The emoji adds visual interest but doesn't add clarity.

Social proof8/10

Strong social proof throughout: 4.9/5 rating (50k+ customers), 74% would recommend, multiple verified customer reviews with before/after photos, testimonials from verified buyers showing real results. One review mentions 'life changing' results. Dentist/hygienist trust mentioned early.

Message match9/10

Excellent alignment between ad and landing page. Ad emphasizes PAP, enzymes, hydroxyapatite, enamel safety, and no sensitivity—all prominently featured on page. Ad's science-focused narrative (NASA, Japan, 30 years) is reinforced on landing page. Comparison table shows differentiation clearly.

Offer clarity8/10

Clear value proposition: PAP + enzyme + hydroxyapatite formula that whitens without peroxide or sensitivity. Pricing visible ($25.13 vs $45.95). Main benefit clearly stated as 'pain-free whitening' and 'enamel-safe.'