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OllieSmile

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Days running

33 days

Funnel score

74/100

Page speed

55/100

The ad

Have you ever heard of hydroxyapatite? Hydroxyapatite is the essential ingredient that makes up the human bone, including our teeth. It is known for its ability to protect the enamel covering our teeth, rebuild decayed enamel, and prevent demineralization. When most people think of toothpaste, they think of fluoride as being a critical ingredient. That it needs to be included in their dental routine to maintain healthy teeth. After all, fluoride has been scientifically proven to help teeth become stronger in resisting bacteria and fighting tooth decay. Plus, it helps balance the levels of mineralization in our mouth. This to ensure that your tooth’s enamel does not fall prey to dental caries (cavities). However, what most individuals do not know about hydroxyapatite is that it is the hardest substance in our body. It has a significant ability to improve dental hygiene. Much like fluoride, hydroxyapatite can help restore demineralized enamel effectively. And it is a natural alternative to fluoride which is fortified into toothpaste. While hydroxyapatite is still a relatively untapped market in the United States, the Japanese have been relying on it to prevent cavities for the last 30 years and it is the gold standard ingredient for toothpastes in Japan. Nasa pioneered the use of Hydroxyapatite in the 70’s to help replace mineral loss when astronauts were in outer space. A Japanese company later acquired patents from NASA for use in the dental field. My favorite toothpaste with hydroxyapatite is Ollie Clean Mint Toothpaste. It has a 10% Hydroxyapatite formula, potassium nitrate (for sensitivity) and no fluoride. this is actually the only toothpaste I have found that has a true 10% hydroxyapatite formula! So if you are ready to upgrade your oral health, give Ollie a try. 🦷 ✨ Strengthen your enamel and oral health ✨ Non-sensitive formula ✨ All natural ingredients ✨ Dentist-Approved Toothpaste

Fluoride Free Cavity Protection 🦷

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Angle: Natural alternative superiority - positioning hydroxyapatite as a scientifically-backed, fluoride-free solution used globally for decadesHook: Educational curiosity question with credibility building (NASA/Japan references)Format: Video - likely educational/explainer style with product showcase

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The funnel behind it

Offer: 10% nHap Remineralizing Toothpaste - Clean Mint | Three-Pack: $28.61 (Save 29%) | Single: $12.71 (Save 25%) | Two-Pack: $20.84 (Save 25%)

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74/ 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 is a well-executed product page for Ollie Clean Mint Toothpaste that effectively converts the ad's hydroxyapatite narrative into a compelling landing experience. Strengths include strong social proof (4.6★ rating, 4,063 reviews), clear offer structure with three pricing tiers, excellent message-to-page alignment, and comprehensive trust-building content (ingredient transparency, historical credibility, FAQ). The page effectively addresses the fluoride-free positioning and educates visitors on HAP benefits. Weaknesses are primarily technical (PageSpeed 55 is suboptimal) and minor UX friction from the popup discount modal. The product photography is clear, reviews are authentic with photos/videos, and the copy strategically positions HAP as a superior natural alternative to fluoride. Overall, this is a high-converting page that successfully bridges the gap between educational ad content and product purchase intent.

What this funnel does right. Steal these.

Trust signals: Multiple trust signals: dentist-approved claims, 4,063 verified reviews, specific ingredient transparency (10% HAP, potassium nitrate), historical credibility (NASA/Japan 30-year usage), clean ingredients list with 11 ingredients shown. FAQ section addresses common concerns. Brand appears established.
Mobile experience: Mobile layout appears responsive and well-organized. Product images stack vertically, text is readable, CTAs are appropriately sized. Popup modal is functional. Minor: some text density in product description sections could be improved.
Social proof: Strong social proof: 4,063 reviews with 4.6/5 star rating, 90% would recommend. Multiple verified buyer reviews visible with photos/videos. Specific testimonials about effectiveness for sensitivity and cavity prevention. Addresses skepticism well.
Message match: Excellent alignment between ad and landing page. Ad emphasizes hydroxyapatite as fluoride-free alternative; page reinforces this with detailed explanation of HAP benefits, NASA/Japan heritage, and direct comparison to fluoride. Product matches ad claims perfectly.
Offer clarity: Clear value proposition: 10% hydroxyapatite toothpaste with fluoride-free cavity protection. Three pricing tiers (Single, Two-Pack, Three-Pack) are well-displayed with savings percentages. Flavor options clearly shown.
Call to action: Primary CTA 'Add to cart' is prominent and teal-colored for visibility. However, there's also a popup offering 10% off first order with 'CONTINUE' button that could create friction. Multiple CTAs present but main conversion path is clear.
Headline: Headline 'Fluoride Free Cavity Protection' directly matches ad and resonates with target audience seeking natural alternatives. However, doesn't emphasize the unique 10% hydroxyapatite differentiator prominently enough on page.

Where it's weak

Page speed: PageSpeed score of 55 indicates moderate performance issues. This is below optimal for e-commerce (target 75+). May impact conversion rates, especially on mobile. Likely image optimization and code splitting opportunities exist.

Full breakdown

Call to action7/10

Primary CTA 'Add to cart' is prominent and teal-colored for visibility. However, there's also a popup offering 10% off first order with 'CONTINUE' button that could create friction. Multiple CTAs present but main conversion path is clear.

Page speed5/10

PageSpeed score of 55 indicates moderate performance issues. This is below optimal for e-commerce (target 75+). May impact conversion rates, especially on mobile. Likely image optimization and code splitting opportunities exist.

Trust signals8/10

Multiple trust signals: dentist-approved claims, 4,063 verified reviews, specific ingredient transparency (10% HAP, potassium nitrate), historical credibility (NASA/Japan 30-year usage), clean ingredients list with 11 ingredients shown. FAQ section addresses common concerns. Brand appears established.

Mobile experience8/10

Mobile layout appears responsive and well-organized. Product images stack vertically, text is readable, CTAs are appropriately sized. Popup modal is functional. Minor: some text density in product description sections could be improved.

Headline7/10

Headline 'Fluoride Free Cavity Protection' directly matches ad and resonates with target audience seeking natural alternatives. However, doesn't emphasize the unique 10% hydroxyapatite differentiator prominently enough on page.

Social proof8/10

Strong social proof: 4,063 reviews with 4.6/5 star rating, 90% would recommend. Multiple verified buyer reviews visible with photos/videos. Specific testimonials about effectiveness for sensitivity and cavity prevention. Addresses skepticism well.

Message match8/10

Excellent alignment between ad and landing page. Ad emphasizes hydroxyapatite as fluoride-free alternative; page reinforces this with detailed explanation of HAP benefits, NASA/Japan heritage, and direct comparison to fluoride. Product matches ad claims perfectly.

Offer clarity8/10

Clear value proposition: 10% hydroxyapatite toothpaste with fluoride-free cavity protection. Three pricing tiers (Single, Two-Pack, Three-Pack) are well-displayed with savings percentages. Flavor options clearly shown.