Surprisingly enough, 1SEOexperts has this down to a science of success. 

Conversion Optimization

• Conversion Probability

• Motivation

• Value Proposition

• Incentive

• Friction

• Anxiety

Conversion Probability

If there were a conversion formula, the conversion probability would be what the equation attempted to solve for.  Because conversions are not guaranteed, they are a variable that can be influenced, as opposed to manipulated.  Conversion probability is the very object of optimization because it measures the likelihood that a visitor will convert.  If it can be measured, it can be optimized.  Landing page design achieves this by means of testing; strict A-B testing.

Motivation

Content:  While user motivation is largely predetermined, it still requires calculated cultivation of that motivation.  Begin by defining the nature of the visitor’s demand for the product.  Continue by defining the magnitude of their demand.  Now this is where landing page design can be a powerful tool, first to support visitor motivation by meeting expectation through relevant messaging, and secondarily by harnessing the momentum to increase that motivation.

Value Proposition

Among the strongest statements that your website must efficaciously display is your value proposition.  It must be so clear, that it cannot be misunderstood.  “We’re the Best” isn’t a value proposition, it’s generic and says nothing about the value your company is going to add.

Incentive

Users require incentive to take action, particularly if you expect it to happen immediately.  Are your incentives merely perks, or do they genuinely increase user participation?

Viral Video Marketing

Content:  Any item or aspect of a page that reduces the conversion probability produces friction UNLESS it serves to manipulate the sales process.  If there is a “Buy It Now” or “Schedule A Consult” or any other call to action on it prominently, it becomes important to condense your content.  Design your content and messaging towards potency.  If you argue about the length of this particular page, realize that this page falls into the “browsing” or “comparing” phase and therefore has no immediate need to overcome friction.

The Results Are Huge

Users are constantly questioning and assessing.  It is their permanent status; their responsibility to do so.  Anxiety is both in constant flux, as well as a motivational influence.  Usually associated with entering information, the user must evaluate whether the site is trustworthy, secure, asking for appropriate information in context and whether or not the product or service is likely to be satisfied as outlined.