Funnelens

OllieSmile

Facebook · Instagram · Audience Network · Video

Active
Days running
109 days
Funnel score
76/100
Page speed
41/100

The ad

OllieSmile ad creative

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 🦷

Shop now
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

The funnel behind it

OllieSmile landing page
76/ 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.

What this funnel does right. Steal these.

  • Message match9/10
  • Trust signals8/10
  • Mobile experience8/10
  • Social proof8/10
  • Offer clarity8/10
  • Call to action7/10
  • Headline7/10

Where it's weak

  • Page speed4/10

Full breakdown

Call to action

7/10

Primary CTA 'Add to cart' is visible and prominent in teal color, but there's also a secondary 'Buy Now' button lower on page and a modal popup with 'CONTINUE' button that may create confusion about the primary action.

What works
  • Large teal 'Add to cart' button is prominent and easy to locate
  • High contrast color makes it stand out from page background
  • Clear, action-oriented text
What hurts
  • Multiple CTAs on page (Add to cart, Buy Now button, modal CONTINUE) create unclear hierarchy
  • Modal popup with 'CONTINUE' button appears to interrupt the purchase flow
  • CTA text doesn't include urgency or benefit language

Page speed

4/10

PageSpeed score of 41 converts to approximately 4/10, indicating significant performance issues that would negatively impact user experience and conversion rates.

What hurts
  • PageSpeed score of 41 indicates slow loading performance
  • Multiple high-resolution product images likely contributing to slow load times
  • Heavy content with extensive text sections and embedded media

Trust signals

8/10

Strong trust signals throughout: high review count (4,554) with strong ratings (4.6 stars), verified buyer badges, customer photos, detailed educational content about ingredients, and clear product information.

What works
  • 4,554 verified reviews with 4.6-star rating and 'Verified Buyer' badges on individual reviews
  • Customer photos and videos showing real product usage
  • Detailed educational sections explaining hydroxyapatite science and benefits
What hurts
  • No visible trust badges, security seals, or certifications displayed
  • No clear company background or 'About Us' information visible on this product page

Mobile experience

8/10

Page appears well-optimized for mobile with stacked layout, readable text, and touch-friendly buttons, though some sections could have better spacing.

What works
  • Vertical stacking of product images and options works well for mobile viewing
  • Large, tappable buttons (Add to cart, Buy Now) are appropriately sized
  • Text is readable with good font sizes throughout
What hurts
  • Modal popup with checkboxes may be difficult to interact with on small screens
  • Some sections have dense text that could benefit from more whitespace on mobile

Headline

7/10

The headline 'Fluoride Free Cavity Protection' directly addresses the ad's core message and differentiator, though it's not the most compelling or benefit-driven.

What works
  • Clearly communicates the fluoride-free positioning
  • Directly matches the ad headline
  • Positioned prominently at top of product section
What hurts
  • Lacks emotional benefit or urgency
  • Doesn't mention hydroxyapatite by name, which is the unique selling point
  • Generic cavity protection claim without differentiation

Social proof

8/10

Strong social proof throughout: 4.6-star rating from 4,554 reviews, 90% would recommend, customer photos/videos, and detailed verified buyer reviews with images.

What works
  • 4.6 stars with 4,554 reviews displayed prominently with star breakdown showing mostly 5-star ratings
  • 90% would recommend these products stat with visual bar
  • Multiple verified buyer reviews with photos and detailed testimonials (Christine R., Nikki Y. shown with 5-star and 4-star reviews)

Message match

9/10

Excellent alignment between ad and page: ad emphasizes hydroxyapatite as fluoride-free cavity protection, and page delivers exactly that with 10% hydroxyapatite formula, fluoride-free positioning, and extensive educational content about hydroxyapatite benefits.

What works
  • Ad's core claim about hydroxyapatite is reinforced throughout page with detailed sections on 'Why We Use Hydroxyapatite' and benefits
  • Fluoride-free positioning matches ad headline exactly
  • Page includes NASA/Japanese heritage story mentioned in ad

Offer clarity

8/10

The product offer is clear: a 10% hydroxyapatite toothpaste in Orange flavor with multiple purchasing options (Single, Three-Pack, Two-Pack) prominently displayed with pricing and savings.

What works
  • Three pricing tiers clearly labeled with savings percentages (Save 25%, Save 24%)
  • Subscription option highlighted with 'Subscribe & Save' tab and billing frequency selector
  • Product name and key ingredient (10% nHap) stated prominently at top of product section
What hurts
  • Flavor selection options (Cinnamon, Strong Mint, Orange, Clean Mint, Strawberry) could be clearer about which is currently selected
  • Subscription vs one-time purchase toggle could be more visually distinct

More ads from OllieSmile

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