Remove choices: You should be very clear about your desired conversion action (whether it is a sale, download, form-fill, or simply a click-through to another page). All other clickable links or choices on the page should be eliminated or at least visually de-emphasized.

Keep your promises: Your visitors arrived from somewhere, and an expectation was set before they even landed on your page. This could have been in your pay-per-click ad, a third-party blog posting, or a comparison shopping engine. Make sure that you understand the context from which they arrived. It is critical to align the content of your landing page with their intent and expectations.

Don