Library/beauty· US

OllieSmile

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Days running

123 days

Funnel score

73/100

Page speed

40/100

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: Educational superiority - positioning hydroxyapatite as a scientifically-proven, natural alternative to fluoride with historical credibility (NASA, 30-year Japanese track record)Hook: Curiosity question + knowledge gap (asking if they've heard of hydroxyapatite, then revealing what they don't know)Format: Educational carousel or single image with text-heavy overlay showcasing product benefits and ingredient callouts

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The funnel behind it

Offer: Premium toothpaste with 10% nano-hydroxyapatite formula, fluoride-free, reduces sensitivity, repairs enamel naturally. 5.0 stars (312 reviews), 50,000+ Happy Smiles. Dentist-approved, kid-safe, 11 clean ingredients.

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73/ 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.

Ollie's landing page effectively converts the ad promise into a comprehensive product story. The page excels at social proof (312 reviews, 50K+ happy customers), trust-building (dentist approval, clinical backing, NASA/Japan heritage), and message alignment (hydroxyapatite education matches ad narrative). Mobile experience is solid with clean layout and accessible CTAs. However, the page is significantly hampered by poor PageSpeed performance (40/100), which will negatively impact conversion rates and user experience. The discount popup (10% off) appears mid-page rather than immediately, potentially missing early-stage visitors. While the educational content is thorough, it may be slightly verbose for mobile users. Overall, this is a well-structured conversion page undermined by technical performance issues.

What this funnel does right. Steal these.

Trust signals: Multiple trust signals: dentist-approved badge, 30 years of use in Japan, NASA heritage story, clinical backing, kid-safe certification, verified buyer reviews with photos. Clean ingredient list (11 ingredients, no artificial additives). Company responds to reviews professionally.
Mobile experience: Page appears well-optimized for mobile with readable text, proper spacing, and accessible CTAs. Product images and reviews display cleanly. Layout is responsive and user-friendly on mobile devices.
Social proof: Strong social proof elements: 5.0 star rating (312 reviews), 50,000+ Happy Smiles metric, multiple verified buyer reviews with photos/videos, customer testimonials showing real results. Ollie's response to negative review demonstrates engagement.
Message match: Strong alignment between ad and landing page. Ad emphasizes hydroxyapatite, fluoride-free, cavity protection—all prominently featured on page. Educational content about hydroxyapatite vs fluoride matches ad narrative well.
Offer clarity: Clear value proposition: fluoride-free toothpaste with 10% hydroxyapatite. Product benefits are well-articulated (cavity protection, sensitivity relief, enamel repair). Specific formula details provided.
Call to action: Multiple 'Shop Now' CTAs present throughout page (at least 3 visible). Clear and action-oriented. However, CTAs could be more prominent/urgent. Discount popup (10% off) adds incentive but appears mid-page rather than immediately.
Headline: Headline 'Fluoride Free Cavity Protection' is clear and benefit-driven, matching ad intent. However, it's somewhat generic and doesn't emphasize the unique hydroxyapatite angle strongly enough for differentiation.

Where it's weak

Page speed: PageSpeed score of 40 is poor. Significant performance issues will impact user experience, bounce rates, and conversion. Page likely has slow load times, unoptimized images, or render-blocking resources.

Full breakdown

Call to action7/10

Multiple 'Shop Now' CTAs present throughout page (at least 3 visible). Clear and action-oriented. However, CTAs could be more prominent/urgent. Discount popup (10% off) adds incentive but appears mid-page rather than immediately.

Page speed4/10

PageSpeed score of 40 is poor. Significant performance issues will impact user experience, bounce rates, and conversion. Page likely has slow load times, unoptimized images, or render-blocking resources.

Trust signals8/10

Multiple trust signals: dentist-approved badge, 30 years of use in Japan, NASA heritage story, clinical backing, kid-safe certification, verified buyer reviews with photos. Clean ingredient list (11 ingredients, no artificial additives). Company responds to reviews professionally.

Mobile experience8/10

Page appears well-optimized for mobile with readable text, proper spacing, and accessible CTAs. Product images and reviews display cleanly. Layout is responsive and user-friendly on mobile devices.

Headline7/10

Headline 'Fluoride Free Cavity Protection' is clear and benefit-driven, matching ad intent. However, it's somewhat generic and doesn't emphasize the unique hydroxyapatite angle strongly enough for differentiation.

Social proof8/10

Strong social proof elements: 5.0 star rating (312 reviews), 50,000+ Happy Smiles metric, multiple verified buyer reviews with photos/videos, customer testimonials showing real results. Ollie's response to negative review demonstrates engagement.

Message match8/10

Strong alignment between ad and landing page. Ad emphasizes hydroxyapatite, fluoride-free, cavity protection—all prominently featured on page. Educational content about hydroxyapatite vs fluoride matches ad narrative well.

Offer clarity8/10

Clear value proposition: fluoride-free toothpaste with 10% hydroxyapatite. Product benefits are well-articulated (cavity protection, sensitivity relief, enamel repair). Specific formula details provided.