AG1 by Athletic Greens
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The ad
🚨 The Next Generation of AG1 is HERE 🚨 Most supplements aren't clinically-backed, but AG1 Next Gen is. Backed by four human clinical trials, this formula raises the standard with upgraded vitamins, minerals, and probiotics. 💚 Clinically shown to fill nutrient gaps 🦠 Upgraded probiotic strains for gut support ⚡ Bioavailable nutrients your body can absorb 🥄 Still one scoop, once a day Get started today & unlock: ✔️ 3 FREE Next Gen Travel Packs ✔️ FREE Bottle Vitamin D3+K2 Drops ✔️ FREE Welcome Kit + Shaker † Based on clinical studies in healthy adults ages 18–59, evaluating nutrient biomarkers, microbiome shifts, and bioavailability. Study designs and durations varied. For more information, visit our website. * These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease. *Offer Valid For New Subscribers Only
Welcome to the Next Gen of Wellness
Shop nowThe funnel behind it
Offer: AG1: Pouch 30 Servings for $79.00. First time purchase includes: Free Welcome Kit (Canister, Scoop, Shaker), AG Vitamin D3+K2 (600 servings/bottle) Free, AG1: Flavor Sampler (3 individual servings) Free.
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 page excels at social proof with 60,000+ verified 5-star reviews prominently displayed, celebrity/expert endorsements (Dr. Andrew Huberman, Allyson Felix, Sir Lewis Hamilton), and specific clinical trial results (70% increase in RBC folate, 73% increase in vitamin C, 10x increase in healthy bacteria). The headline is compelling and benefit-driven. However, the page suffers from poor mobile optimization with cramped layouts and small text, slow page speed (49/100), and weak message match to the ad's "Next Gen" positioning—the page emphasizes the original formula rather than highlighting the new clinical trials and upgraded formulation that the ad promises. The CTA is clear but could be more prominent. Trust is strong due to clinical backing, money-back guarantee, and extensive FAQ section, but the disconnect between ad promise and page content undermines conversion potential.
What this funnel does right. Steal these.
- Social proof9/10
- Call to action8/10
- Trust signals8/10
- Headline8/10
- Offer clarity8/10
Where it's weak
- Message match4/10
- Page speed5/10
- Mobile experience5/10
Full breakdown
Call to action
8/10Primary CTA 'Get Your AG1' appears twice (mid-page and near bottom) in a prominent dark teal button, but could be larger and more visually dominant.
- CTA button uses high-contrast dark teal color that stands out from light background
- Repeated CTA placement (appears at least twice on page) increases visibility
- Action-oriented language ('Get Your AG1') is clear and direct
- CTA button size is moderate, not exceptionally large or attention-grabbing
- No urgency language (no 'Limited time', 'Today only', countdown timer, or scarcity messaging)
Page speed
5/10PageSpeed score of 49/100 converts to approximately 5/10, indicating slow load times that will negatively impact user experience and conversion rates.
- PageSpeed score of 49 indicates significant performance issues
- Slow load times will increase bounce rate, especially on mobile
- Multiple high-resolution product images and testimonial graphics likely contributing to slow speed
Trust signals
8/10Strong trust signals: 90-day money-back guarantee, clinical trial backing, 60,000+ verified reviews, expert endorsements, detailed FAQ, and transparent ingredient/benefit information.
- 90-day money-back guarantee prominently displayed below CTA
- 60,000+ verified 5-star reviews with visible star rating
- Named expert endorsement from Dr. Andrew Huberman with credentials
- Clinical trial details are in small footnotes rather than prominently featured in hero section
- Research update disclaimer ('underwent research-backed update in January 2025') may raise questions about formula stability
Mobile experience
5/10Mobile experience is suboptimal with cramped layouts, small text, and poor spacing that makes navigation and reading difficult on smaller screens.
- Navigation menu is accessible via hamburger icon
- CTA button is present and tappable on mobile view
- Product images and text appear cramped with minimal whitespace on mobile
- Testimonial section text is small and difficult to read on phone screens
- Clinical results section (70%, 73%, 10x) may be hard to parse on mobile due to layout
Headline
8/10The headline 'AG1: The last multivitamin you'll ever need – for less than $3/day' is benefit-driven, specific, and emotionally compelling with a clear value proposition.
- Specific price point ($3/day) makes the offer tangible and affordable-sounding
- Superlative claim ('last multivitamin you'll ever need') creates strong positioning
- Clear product category identification (multivitamin)
- Does not mention 'Next Gen' or clinical trials, missing the ad's key differentiator
- Doesn't highlight the new formulation or upgraded ingredients promised in the ad
Social proof
9/10Extensive social proof throughout: 60,000+ verified 5-star reviews, celebrity endorsements (Dr. Huberman, Allyson Felix, Sir Lewis Hamilton), specific customer testimonials, and detailed clinical trial results.
- 60,000+ verified 5-star reviews with star rating prominently displayed mid-page
- Named celebrity/expert endorsements with credentials (Dr. Andrew Huberman, neuroscientist/podcast host)
- Specific clinical results: 70% RBC folate increase, 73% vitamin C increase, 10x healthy bacteria increase
Message match
4/10Poor alignment between ad and page: ad emphasizes 'Next Gen' with four clinical trials and upgraded formula, but page headline and primary messaging focus on the original AG1 as a general multivitamin replacement.
- Page does mention clinical backing and research, matching ad's clinical trial claim
- Free items offered (Vitamin D3+K2, Welcome Kit) align with ad's bonus offer structure
- Headline makes no mention of 'Next Gen' or new formulation despite ad's primary focus on it
- Page doesn't prominently feature the four clinical trials mentioned in ad until lower sections
- Ad promises 'upgraded vitamins, minerals, and probiotics' but page doesn't emphasize what's new/upgraded vs. original
Offer clarity
8/10The offer is explicit: $79 for AG1 pouch with three free items (Welcome Kit, Vitamin D3+K2, Flavor Sampler) clearly listed with original prices crossed out.
- Price clearly shown ($79.00) with original price ($99.00) crossed out
- Free items explicitly listed with their original values ($28, $29, $15)
- Bundle contents detailed: 30 servings, canister, scoop, shaker
- Fine print disclaimer about 'new subscribers only' is small and easy to miss
- Total value calculation ($28 + $29 + $15 + $79 = $151) not explicitly stated to emphasize savings
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