In this instructional video, Nicolas Korvessis explains how to lower Cost Per Acquisition (CPA) for paid advertising by focusing on landing page conversion rate. He outlines the two‑part CPA puzzle—ad performance and the post‑click landing experience—and demonstrates concrete, repeatable tweaks that can be applied across any vertical (e‑commerce, lead‑gen, high‑ticket, etc.). The core tactics include: (1) rewriting headlines to embed a unique mechanism and specificity; (2) building a value‑stack that speaks to multiple buyer motivations; (3) making the call‑to‑action button text and design highly specific and visually cueing like an Amazon checkout button; and (4) iterating weekly by testing one element at a time. He illustrates each point with a real‑world example (a hypnotherapist’s funnel) and shows how a single headline change dramatically lifted conversions. Throughout, he promotes a free Funnel Diagnostic Cheat Sheet and the Predictable Profits Pathfinder community as additional resources. The video ends with a call to subscribe for more optimization tips.
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How's it going? In this video, we're going to be talking about how you can lower your cost per acquisition on your paid advertising. This is the cost to acquire a customer. It's a pretty important metric across the board. We're not going to be able to cover all these things, plus a lot of other things that I've learned throughout running a ton of paid ads and getting a ton of sales through them. But we'll be able to cover a good chunk to give you a foundation to go right now take action and lower your cost per acquisition. Because if you can lower your CPA, you can get more profits, you can keep more money, and you can start to scale more. So let's go over a couple of things. What I'm really going to focus on in this specific video is landing page conversion rate. This is a pretty big factor in your cost per acquisition. Because when you look at your ads, no matter really what you're selling, whether you're e-commerce, lead gen, biz op, selling a low-ticket offer, selling a high-ticket offer, trying to get booked calls, whatever it is, There's 2 parts to the puzzle. There's the ad side. Are you getting clicks and people to click on that ad at a good cost? And are people resonating with it? And are the right people resonating with it? Which we've talked about that in some of the previous videos. Then there's the other half, which is the actual landing page. When I say landing page, I'm throwing that term around, but I just mean where are you sending those people after they click the ad? That's your landing page. How can we optimize that for the best user experience and the cheapest conversion rates possible? While still getting the best kind of person into your world that you can. So I'm just gonna talk about, I'm gonna pull up a couple of landing pages here, talk about some things that I've personally changed to improve those conversion rates and drop your CPA. So let's check that out. If you guys have any questions on this, let me know. And if you want access to this funnel diagnostic cheat sheet that goes over a ton of KPIs, and I keep adding more in every week, um, just Check out the description. There's multiple ways for you to get access. You'll probably get more value by joining the Predictable Profits Pathfinder program. It's a free group community where you can join and you can get access to the funnel diagnostic cheat sheet and a ton of mini trainings to help you out along the way as well. There's tons of free value and free resources in here, so I would rather have you join that, but you can also simply DM me or email me to get access to this cheat sheet. So let's get right into it without further ado. Okay, so for this example, I'm just gonna use a really simple opt-in funnel to kind of show where we can improve things. These core ideas that I'm talking about here, even though this is a very simple opt-in funnel, are gonna be things that you can once again deploy across the board, whether you're selling an e-commerce product, if you're doing Amazon FBA, if you're doing biz op, anything like I mentioned, These tips that I'm talking about can be dispersed and used across any vertical. So let's get right into it. First things first, I think the biggest thing that you can really optimize on your landing page is gonna be your headline. This top line of copy is the biggest thing that you can optimize, and ideally you wanna make it have one, a unique mechanism, and 2, some kind of specificity. If you can accomplish those 2 things, and I'm no professional copywriter, but I love writing copy, I've got a ton of experience with it. And learn some from some really, really good copywriters, having that unique mechanism is super important. So not this example here specifically, but this one right here, it just says for coaches and course creators, a no-nonsense guide to adding $15K per month profit using paid ads. That sounds pretty cool, but how could we make this even more unique? I'll use an example, kind of explain one that I've done, one with a partner a while ago. So he was a, Hypnotherapist. He was a professional hypnosis, and what we did is we had some had a headline that says, "Hey, use hypnosis and you know start to create more positive thinking and accomplish your goals faster." Right? We tweak that, and by finding a unique mechanism, and I think the easiest way to find a unique mechanism is by just doing research. So I did research. I looked up. Okay, well, what are the origins of hypnosis? Turns out the ancient Greeks and ancient Romans used hypnosis a lot. When they were trying to heal themselves or trying to get in a better state of mind, right? So I simply changed the headline for him to, this ancient Greek secret will allow you to unlock your goals twice as fast with half the effort. Click learn more below to get access to the secret system, right? Just that one thing alone skyrocketed conversions for us. And it was really, really cool to see that happen in a very specific example very, very quickly. That's the first thing I would look at is how can you improve your headline and add a unique mechanism and specificity. If you can't do the specificity part, like here I'm kind of adding, I'm saying adding $15K per month, that's pretty specific. I'd rather you have the unique mechanism versus the specificity. You'll get a lot better results with that. The next thing that I would look at to optimize in your landing page is a value stack. So you can see right here, this is a value stack is saying, hey, you're gonna learn this, this, this, and this. Nothing too crazy there. Just learn how to stack that value in any way that you can to show all the things that they're learning. The way that I like to think of it is if you were selling a chair, some people are gonna want the chair because it looks good, and other people are gonna want the chair because it's comfortable. Some people want it for both of those reasons. So the idea is that you want to be able to sell and appease to both of those markets, the people that want the chair because it looks good And the people that want the chair because it is actually comfortable as well. So make sure you're hitting those in your value stack. So you're hitting all the pain points of all the potential customers that could be reading this thing. And to make it feel better, try to write it like you're talking to one person, because then it doesn't feel like it's a one-to-many thing. It feels like you're talking to that one person because like 99% of the time, in most cases, one person at a time is reading this. There's not like a group of 20. Huddled around the computer and reading it, right? So value stack, that's the next thing. The final thing that I'll say on this initial page is gonna be the button. Changing the color to have it look kind of like an Amazon checkout button has had great success in direct copywriting and lots of other industries. And being really specific, this page converts actually pretty well, but surprisingly, I bet it could convert even better because the button isn't super specific. It just says get access now. I would make it even more specific by having it say get access now or download the 15-minute video now or watch the 10-minute video now. That way it's super specific. They know exactly what they're getting and they know exactly what they're getting into, which I really, really like that idea. And on top of that, you could even put a subheadline that kind of clues them in on what's gonna happen next. So if you look, the next page on here is a video page where someone can book a call with me. Which is cool, but I'd probably make this a little bit better by in the subheadline saying, hey, once you finish watching the video, you can reserve a done-for-you game plan session to implement what you've learned right now. I say that right here in the value stack, but I think it'd work even better if we put it in the button. And same here on this popup, get access now, enter your details to watch the 15-minute training video and then book a custom done-for-you game plan session. Those are just some small landing page tweaks. This is gonna be a little bit of a quicker video, but if you just change those things high level and test those things every single week, I love to take big swings weekly, test a new headline or test value stacking or test the button. That's gonna be something that can get you really, really good results and drop your CPA. So try that out. If you want more tips like this, check out more stuff on the channel. I'm gonna have a lot more videos coming along, so be sure to subscribe and like so you keep getting those. And I'll see you guys in the next one. Talk soon.
