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OllieSmile

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Days running

294 days

Funnel score

70/100

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 product demonstration or educational explainer with testimonial elements

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The funnel behind it

Offer: Three-Pack for $28.61 (Save 29%) with Subscribe & Save option, or Single for $12.71 (Save 25%)

Full landing page teardown →Visit landing page →

70/ 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 product page does several things well: it has strong social proof with 4,069 reviews and a 4.6-star rating, excellent trust signals through detailed ingredient explanations and educational content about hydroxyapatite, and clear offer presentation with multiple purchase options. The page effectively matches the ad's messaging around fluoride-free cavity protection and natural ingredients. However, it suffers from a poor PageSpeed score of 55, which significantly impacts mobile experience and conversion potential. The headline could be more compelling and benefit-driven, and the primary CTA ("Add to cart") appears relatively late in the page flow. The mobile experience appears functional but could be optimized further given the speed issues.

What this funnel does right. Steal these.

Trust signals: Strong trust signals including detailed ingredient explanations, educational content about hydroxyapatite and its benefits, verified buyer reviews, and clear product information sections.
Social proof: Exceptional social proof with 4,069 verified reviews, 4.6-star rating, 90% recommendation rate, and multiple customer testimonials with photos throughout the page.
Message match: Page strongly aligns with ad messaging about fluoride-free cavity protection, hydroxyapatite benefits, and natural ingredients; educational content reinforces ad claims.
Offer clarity: Multiple purchase options (Three-Pack, Single, Two-Pack) are clearly presented with pricing and savings percentages displayed prominently.
Call to action: The 'Add to cart' button is clear and prominent, though it appears relatively late in the page and could benefit from earlier placement or additional urgency elements.

Where it's weak

Page speed: PageSpeed score of 55 indicates poor performance; this is a critical issue that likely impacts bounce rates and mobile conversions significantly.

Full breakdown

Call to action7/10

The 'Add to cart' button is clear and prominent, though it appears relatively late in the page and could benefit from earlier placement or additional urgency elements.

Page speed3/10

PageSpeed score of 55 indicates poor performance; this is a critical issue that likely impacts bounce rates and mobile conversions significantly.

Trust signals9/10

Strong trust signals including detailed ingredient explanations, educational content about hydroxyapatite and its benefits, verified buyer reviews, and clear product information sections.

Mobile experience6/10

Layout appears mobile-responsive with stacked product images and readable text, but the poor PageSpeed score of 55 suggests significant mobile performance issues.

Headline6/10

The headline is descriptive but feature-focused rather than benefit-focused; it states what the product is rather than why someone should want it.

Social proof9/10

Exceptional social proof with 4,069 verified reviews, 4.6-star rating, 90% recommendation rate, and multiple customer testimonials with photos throughout the page.

Message match8/10

Page strongly aligns with ad messaging about fluoride-free cavity protection, hydroxyapatite benefits, and natural ingredients; educational content reinforces ad claims.

Offer clarity8/10

Multiple purchase options (Three-Pack, Single, Two-Pack) are clearly presented with pricing and savings percentages displayed prominently.