Nicolas Korvessis rewrites an ebook landing page converting at 0.09% and gets it to 1.8%, a 20-fold jump. He fixes the headline, body copy, and layout using a three-question framework: who is the reader, what one outcome do they want, and what blocks them. The page, not the ads, is usually the bottleneck.
This client had an ebook that wasn't selling. With the same product and a slight change-up in ads, we rewrote the entire page and conversions doubled. Here's exactly what we changed and why. Most people would've killed the product and gone back to square one, or maybe just tried different ads. We didn't, and that's the big difference. So let me give you the context. A client came to us with an ebook that they already tried selling and it hadn't worked. And when I say that it hadn't worked, I mean it was getting traffic. There were 3,000 views to that page. The ads weren't necessarily dead, But the page itself was bleeding money. Visitors were landing and then leaving. The numbers beforehand were 2,306 page views and only 2 orders. That's less than a 1% conversion rate. Actually ended up being a 0.09% conversion rate on cold traffic, which is atrocious. And before we touched anything in the Ads Manager, we looked at the landing page itself, and within 5 minutes I knew exactly what the problem was. I'm going to break down exactly how we improved this conversion rate and more than tripled it. Just with a few simple changes and show you the reframe strategy, the specific changes we made, the copy structure, unique value proposition, and exactly what happened after and how you can take these same lessons and apply them to your product or your service that you're trying to sell more of. So first, let's dig into the unique value proposition. This is something that every single page should have where you're driving traffic to. And the original headline was describing what the ebook was. Not why it mattered to the reader, and it wasn't even giving them a necessarily big promise or claim. And there's a big difference between a complete guide to doing X with an ebook or how to achieve a specific outcome without a specific pain point. One is a table of contents and one is a promise, and you need to lead into the promise. There's 3 layers that I like to look at when I'm diagnosing the unique value proposition to a landing page and why it's not getting the conversions that it's having. First is the UVP layer. Was the headline actually making a promise that the reader could feel? Was it specific? Was it addressing the reader's actual desired outcome, or was it just describing a product? Next is the copy layer. Was the body copy written for the reader's transformation or for the creator's ego? Was there social proof? Was there objection handling sections? Were benefits being confused with features or not? And lastly, the actual structural flow is really important. Did the page actually guide the eye logically? Was the CTA appearing before trust was established? Was the page too long, too short, or missing critical sections entirely? This first page had problems on all 3 levels, but the UVP was the root issue. Everything downstream of a weak headline will underperform because you've already lost them. Anything above the fold is what you want to optimize for because that's where a majority of the people are going to see everything. And if you lose them there, you've lost them everywhere else. The next thing to look at is actually reframing everything. Now that we know what the problems are, how can we actually approach the rewrite to make the conversions on the lander better? And the reframe isn't about better words, it's about a better lens. We asked, who is this person? What do they desperately want? And what are they afraid of? The ebook is just the vehicle. It doesn't matter until the reader believes it can take them somewhere that they want to go. So the 3-question framework that we like to do when we're improving conversion rates on the lander is first, who is the reader? Being as specific as possible. Second, what is the one outcome that they want? Not a list, but just the singular thing that they would actually pay for. And lastly, what's the objection that would stop them from buying even if they wanted to? This is the thing that we have to address early, not just in the FAQ. And once you answer those 3 questions, the copy basically writes itself because you're no longer writing about an ebook, you're writing about the reader. Now we just did this in a Google Doc first, just raw thinking, messy notes. Before anything really went on a page. So don't design before you have the message. We can come to that later. Okay. And now the last section, actually rewriting the unique value proposition. The original headline was super vague and it was just talking about the book and telling them about it without really describing the end result. You can see that the other version that we wrote that actually has a much better conversion rate is giving a very specific claim and a very specific promise that they can achieve by downloading the ebook. After that point, everything else basically wrote itself. We restructured the body copy using a very simple flow: problem, agitation, solution, proof, and then call to action. Wherever we could, we also added simple bullet points or any kind of visuals that really showcase what they're going to be learning. After that point, we redid the whole page structurally. Now that we had the copy, the right headline, the right claim, everything else, Everything flowed a lot nicer, and you don't need a fancy page. You need a logical page, one that walks someone from, I have a problem, to, this is my solution, without making them feel like they're working for it. And after we did that, and after the rewrite went live, the conversion rate not only doubled, it 20x'd. Like I said previously, this page had a 0.09% conversion rate, and we got it up to 1.8%. Now, 1.8% isn't bad. It's not amazing either. It's at a point now where we can actually scale it and see profits on cold traffic from paid ads. And we want to get it up to a 2.5%, 3% conversion rate. So we're in a much better spot and we know that this is actually something that can get there. So we 20x'd it from a 0.09% to a 1.8% conversion rate, which is crazy. And this is the part that I really want you to understand. If you keep just optimizing ads and if we did that in this case, We would have been optimizing traffic into a broken funnel. We would have spent more money to get the same bad result. The page was the bottleneck, not the ads. The lesson I want you to take away from this is before you blame your ads, audit your page. Before you change your product, audit your page. The funnel has a sequence and the landing page is almost always where the real conversion problem lives. So look at that first before you decide to go do some fancy media buying tricks inside the Ads Manager. If you want to see how ads and landing pages fit together as a full funnel system, I've got another video where I walk through exactly how we structure the testing side, the actual ad campaigns that drive traffic into pages like this and more. And I'll link that in this video. And if this breakdown was useful, subscribe. I'm gonna start to do more stuff like before and after client breakdowns more regularly and drop a comment. What's the number one thing wrong with your current landing page? I'll read every single one and I'll try to give you guidance if you're not sure what the problem is.
