Funnelens

OllieSmile

Facebook · Instagram · Audience Network · Video

Active
Days running
247 days
Funnel score
59/100
Page speed
34/100

The ad

OllieSmile ad creative

Your mouthwash is actually making your breath WORSE. Most mouthwash brands rely on alcohol or harsh antiseptics meant to “kill 99.9% of bacteria.” The problem? Your mouth needs bacteria — the good kind — to stay balanced, maintain healthy pH, protect enamel, and naturally keep odor-causing bacteria under control. When you wipe out everything at once, your oral microbiome becomes unstable, and bad-breath bacteria grow back even stronger. This is why many people rinse twice a day and still struggle with breath issues. The burn you feel isn’t cleaning — it’s tissue irritation and microbiome damage. Over time, this contributes to dryness, enamel erosion, and persistent odor. Despite this, big brands still market that burning sensation as if it’s a sign of “strength.” That’s why modern oral care has shifted toward microbiome-safe formulas like Ollie Arctic Mint Mouthwash. Instead of destroying your mouth’s ecosystem, Ollie supports it with targeted ingredients: xylitol to reduce cavity-causing bacteria, zinc to neutralize sulfur compounds, hydroxyapatite to remineralize and strengthen enamel, and essential oils for clean, refreshing breath without harsh chemicals. If you want breath that stays fresh naturally — and enamel that gets stronger over time — it starts with protecting your microbiome, not killing it. ✨ Microbiome-safe, alcohol-free formula ✨ Targets bad-breath bacteria without destroying the good ✨ Hydroxyapatite for enamel strength and sensitivity relief ✨ Essential oils for long-lasting freshness

Heal Your Mouth — Don’t Don't Destroy It 🦷

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Angle: Problem-agitation-solution: conventional mouthwash damages oral microbiome; Ollie's microbiome-safe formula fixes what competitors breakHook: Contrarian/negative assertion (Your mouthwash is actually making your breath WORSE)Format: Educational video with product demonstration

The funnel behind it

OllieSmile landing page

Offer: Subscribe & Save or One-Time Purchase options: Single (Save 25%) at $18.71, Two-Pack (Save 25%) at $33.71, Three-Pack (Save 25%) at $48.71

59/ 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 well on social proof (169 verified reviews with 4.5+ stars, multiple customer testimonials with photos) and trust (clear ingredient explanations, specific benefits like "3% nano-hydroxyapatite," verified buyer badges). However, it suffers from poor message match with the ad—the ad's core argument about microbiome-safe formulas and the problem with alcohol-based mouthwash is buried deep in the page content rather than featured prominently in the headline or above-the-fold messaging. The headline "Arctic Mint Mouthwash" is generic and doesn't capture the ad's compelling differentiation. The CTA is weak ("Add to cart" is passive) and the page speed is critically slow (34/100), which will hurt conversion. Offer clarity is good with clear pricing and subscription options, but the page fails to lead with the ad's strongest selling point.

What this funnel does right. Steal these.

  • Social proof9/10
  • Trust signals8/10
  • Offer clarity8/10
  • Mobile experience7/10

Where it's weak

  • Page speed3/10
  • Headline3/10
  • Message match3/10
  • Call to action4/10

Full breakdown

Call to action

4/10

Primary CTA 'Add to cart' is passive and generic, lacking urgency or benefit-driven language.

What works
  • CTA button is visually prominent in teal/turquoise color
  • Positioned after clear pricing and option selection
What hurts
  • 'Add to cart' is generic and doesn't reinforce the value proposition
  • No urgency language (e.g., 'Get Fresh Breath Now' or 'Heal Your Mouth Today')
  • Missing benefit-driven copy that would align with the ad's messaging

Page speed

3/10

Page speed score of 34/100 is critically slow, converting to approximately 3.4 on the 0-10 scale.

What hurts
  • PAGESPEED_SCORE of 34 indicates severe performance issues
  • Slow load times will significantly impact mobile conversion rates
  • Multiple images and reviews section likely contributing to poor performance

Trust signals

8/10

Strong trust signals from verified reviews, specific ingredient explanations, and transparent product information.

What works
  • 169 verified reviews with verified buyer badges and customer photos
  • Detailed ingredient breakdown with scientific explanations (e.g., '3% nano-hydroxyapatite rebuilds enamel')
  • Clear statement 'Does NOT kill 99.9% of anything' with explanation of probiotic approach
What hurts
  • No visible trust badges, certifications, or third-party validation (e.g., dental association endorsements)
  • No money-back guarantee or risk-reversal statement visible in above-the-fold area

Mobile experience

7/10

Mobile layout is functional with stacked elements and readable text, though some optimization could improve usability.

What works
  • Product image is large and centered for mobile viewing
  • Pricing and purchase options are clearly stacked and readable
  • Reviews section is accessible and scrollable
What hurts
  • Popup modal ('You've got 10% off your first order') may obstruct mobile viewing and require dismissal
  • Long body copy sections may require excessive scrolling on mobile

Headline

3/10

Generic product name 'Arctic Mint Mouthwash' fails to communicate the key differentiator from the ad.

What works
  • Clear product name that matches the product shown
What hurts
  • Doesn't mention microbiome-safe or alcohol-free positioning from the ad
  • No emotional hook or problem-solution framing like the ad's 'Heal Your Mouth — Don't Destroy It'
  • Misses the opportunity to lead with the unique value proposition

Social proof

9/10

Strong social proof with 169 verified reviews, 4.5-star rating, multiple verified buyer testimonials with photos, and recent reviews praising specific benefits.

What works
  • 169 verified reviews with clear 4.5-star rating displayed under headline
  • Multiple verified buyer badges (mirabela t., David B. H., Jonathan D., Sandra F., Denise P.) with 5-star reviews and customer photos
  • Recent testimonials highlighting specific benefits ('No chemical aftertaste,' 'mouth felt clean and refreshed,' 'Absolutely amazing')

Message match

3/10

Poor alignment between ad's core microbiome-safe positioning and page's generic product headline; key differentiators are buried in body copy rather than featured prominently.

What works
  • Detailed ingredient explanations (Xylitol, Zinc Lactate, Hydroxyapatite, Essential Oils) match ad's specific claims
  • Mentions 'alcohol-free formula' and 'no harsh ingredients' in body copy, supporting ad's positioning
What hurts
  • Headline 'Arctic Mint Mouthwash' doesn't echo ad's 'Heal Your Mouth — Don't Destroy It' messaging
  • Microbiome-safe positioning is buried in middle of page, not in above-the-fold headline or subheading
  • Ad's problem-solution framing (harsh mouthwash damages microbiome) isn't reflected in page's opening messaging

Offer clarity

8/10

Three clear purchase options with explicit pricing and savings percentages displayed prominently.

What works
  • Single/Two-Pack/Three-Pack options with clear pricing ($18.71, $33.71, $48.71)
  • Subscribe & Save tab showing 25% discount clearly labeled
  • Shipping frequency dropdown ('Every 1 month') visible in selected option

More ads from OllieSmile

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