OllieSmile
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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 🦷
Shop nowThe funnel behind it
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.
- Social proof9/10
- Call to action8/10
- Trust signals8/10
- Message match8/10
- Offer clarity8/10
- Mobile experience7/10
- Headline7/10
Full breakdown
Call to action
8/10Multiple 'Shop Now' CTAs in teal/turquoise color are visible throughout the page, creating multiple conversion opportunities.
- Prominent teal 'Shop Now' button appears at least 3 times in the visible sections
- High-contrast color (teal) stands out against gray background
- Clear, action-oriented text 'Shop Now' is direct and unambiguous
- CTA text is generic ('Shop Now') rather than benefit-driven (e.g., 'Get 10% Off' or 'Repair My Smile')
- Multiple CTAs may dilute focus rather than guide users to a single primary conversion point
Page speed
6/10PageSpeed score of 57 converts to approximately 5.7 on the 0-10 scale, indicating below-average performance with room for optimization.
- Page loads and displays content (images, text, reviews visible)
- Hero section with product image renders quickly
- PageSpeed score of 57/100 indicates slow performance relative to industry standards
- Multiple high-resolution product images and customer photos likely contribute to load time
- Modal popup and review carousel may add rendering overhead
Trust signals
8/10Multiple trust signals present: verified buyer reviews with photos, 5-star rating, 50,000+ Happy Smiles, dentist approval, and detailed product science explanations.
- Verified buyer badges on all visible reviews (Christine B., Nikki Y., Sandra Z., Julie V., marcy d.)
- Detailed scientific explanations: 'Clinically Proven Science', 'Hydroxyapatite has been used for over 40 years in Japan'
- Transparency about ingredients: 'Only 11 ingredients—no artificial dyes, no SLS, no gimmicks'
- No visible security badges, SSL certificate, or payment security indicators in screenshots
- No visible return policy, money-back guarantee, or satisfaction guarantee mentioned in captured sections
Mobile experience
7/10Page appears mobile-responsive with stacked layout, readable text, and accessible buttons, though some sections show text wrapping issues.
- Vertical stacking of content is appropriate for mobile viewing
- Large, tappable 'Shop Now' buttons with adequate spacing
- Product image and key benefits visible above the fold on mobile
- Some text appears cramped or small in places (e.g., review text, feature descriptions)
- Modal popup ('You've got 10% off your first order!') takes up significant screen real estate on mobile
- Horizontal scrolling may be required for some elements (e.g., customer photo carousel)
Headline
7/10The main headline 'The Toothpaste That Repairs Your Smile—Naturally' is benefit-focused but somewhat generic; the ad headline 'Fluoride Free Cavity Protection' is more specific.
- Benefit-driven language: 'Repairs Your Smile—Naturally' speaks to the core desire
- Clear positioning: emphasizes natural alternative to fluoride
- Supported by 5-star rating (5.0 with 312 reviews) immediately below headline
- Headline doesn't lead with the unique ingredient (hydroxyapatite) that differentiates the product
- Generic phrasing 'Repairs Your Smile' could apply to many toothpastes
- Ad headline 'Fluoride Free Cavity Protection' is more compelling than the page headline
Social proof
9/10Extensive social proof throughout: 5.0 stars from 312 reviews, 50,000+ Happy Smiles badge, multiple verified buyer reviews with photos, and 90% would recommend statistic.
- 5-star rating with 312 reviews and '50,000+ Happy Smiles' badge prominently displayed near headline
- Multiple verified buyer reviews with photos and detailed testimonials (Christine B., Nikki Y., Sandra Z., Julie V., marcy d.)
- 90% recommendation rate visible in lower section with customer photos
- One negative review visible (Nikki Y. - 4 stars, 'Disappointed') not addressed until company response further down
- Review photos are small and not always clearly visible
Message match
8/10Strong alignment between ad messaging and page content: both emphasize hydroxyapatite as fluoride-free alternative, natural ingredients, and cavity protection.
- Ad's 'Fluoride Free Cavity Protection' matches page's prominent 'Fluoride-Free Protection' messaging
- Ad's emphasis on hydroxyapatite benefits directly reflected in page sections: 'Clinically Proven Science', 'Clean, Simple Formula'
- Ad's 'Dentist-Approved' claim supported by page's 'Kid-Safe & Dentist Approved' section
- Ad mentions '10% Hydroxyapatite formula' but page doesn't prominently display this percentage in the hero section
- Ad's NASA/Japanese heritage story is mentioned on page but not in the primary hero area where ad viewers land
Offer clarity
8/10The offer is clearly stated: a fluoride-free toothpaste with 10% nano-hydroxyapatite formula, though the specific discount or pricing is not visible in the screenshots.
- Product benefits explicitly listed: 'Fluoride-Free Protection', 'Nano-Hydroxyapatite', 'Advanced Sensitivity Relief'
- Key differentiator prominently displayed: '10% nano-hydroxyapatite (10%)' vs fluoride alternative
- Multiple 'Shop Now' CTAs visible throughout the page with consistent messaging
- No visible pricing or discount amount shown in the captured screenshots
- The specific offer details (e.g., 'Save up to 25%') appear cut off or partially visible at page edges
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