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OllieSmile

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Days running

66 days

Funnel score

68/100

Page speed

47/100

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: Three-Pack: $28.61 (Save 29%) - Shipped and billed every 1 month, No contract or commitment, Cancel or adjust with ease. Single: $12.71 (Save 25%). Two-Pack: $20.84 (Save 25%).

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68/ 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 4,071 reviews and a 4.6-star rating (90% would recommend), detailed educational content about hydroxyapatite benefits, multiple flavor options, and a prominent subscription option with clear savings messaging. However, it struggles with mobile optimization (the page layout appears cramped on mobile), slow page speed (47/100), and the primary CTA "Add to cart" is somewhat generic. The page excels at trust-building through extensive product information, customer testimonials with photos, and verified buyer badges, but could improve by making the value proposition more immediately clear above the fold and optimizing for faster load times.

What this funnel does right. Steal these.

Trust signals: Strong trust signals include extensive educational content about hydroxyapatite, detailed ingredient lists, customer testimonials with photos, verified buyer badges, brand responses to reviews, and clear product information sections.
Social proof: Exceptional social proof with 4,071 verified reviews, 4.6-star rating, 90% recommendation rate, multiple customer testimonials with photos, and verified buyer badges throughout the review section.
Offer clarity: Multiple pricing tiers (Single, Two-Pack, Three-Pack) with clear savings percentages are displayed, though the subscription details require some reading to fully understand.
Headline: The headline clearly states the key ingredient (10% nHap) and primary benefit (Remineralizing), but lacks emotional appeal or urgency compared to the ad's 'Fluoride Free Cavity Protection' angle.
Message match: The page aligns well with the ad's focus on hydroxyapatite and fluoride-free cavity protection, with extensive educational content matching the ad's narrative, though the page emphasizes 'remineralizing' over 'cavity protection.'

Where it's weak

Page speed: PageSpeed score of 47/100 indicates significant performance issues that would negatively impact user experience and conversion rates on mobile devices.
Mobile experience: The layout appears cramped and difficult to navigate on mobile; product images, pricing options, and text blocks seem poorly optimized for smaller screens based on the screenshot composition.

Full breakdown

Call to action6/10

The 'Add to cart' button is standard and functional but lacks persuasive language; it doesn't create urgency or emphasize the subscription savings or free shipping offer.

Page speed3/10

PageSpeed score of 47/100 indicates significant performance issues that would negatively impact user experience and conversion rates on mobile devices.

Trust signals9/10

Strong trust signals include extensive educational content about hydroxyapatite, detailed ingredient lists, customer testimonials with photos, verified buyer badges, brand responses to reviews, and clear product information sections.

Mobile experience5/10

The layout appears cramped and difficult to navigate on mobile; product images, pricing options, and text blocks seem poorly optimized for smaller screens based on the screenshot composition.

Headline7/10

The headline clearly states the key ingredient (10% nHap) and primary benefit (Remineralizing), but lacks emotional appeal or urgency compared to the ad's 'Fluoride Free Cavity Protection' angle.

Social proof9/10

Exceptional social proof with 4,071 verified reviews, 4.6-star rating, 90% recommendation rate, multiple customer testimonials with photos, and verified buyer badges throughout the review section.

Message match7/10

The page aligns well with the ad's focus on hydroxyapatite and fluoride-free cavity protection, with extensive educational content matching the ad's narrative, though the page emphasizes 'remineralizing' over 'cavity protection.'

Offer clarity8/10

Multiple pricing tiers (Single, Two-Pack, Three-Pack) with clear savings percentages are displayed, though the subscription details require some reading to fully understand.