4. Value proposition: A value proposition is very often, misunderstood to be a single stated statement on a website (such as the tagline). However, successful companies are able to transcend their value proposition in the copy, the elements, the overall design of their landing page and campaign, and even the tagline.

The value proposition will help establish trust and gives a sense of congruency throughout the page.

6. Consistent message: A landing page?s design should match the related promotional creative as much as possible. If a user clicks on a PPC ad: ?10% off lawn mowing service,? they expect to see the same headline on the landing page. If the user clicks on an ad with a blonde model dressed in a red cashmere shirt, they expect to see that same blonde model as they arrive on the landing page.

8. Don?t ask too much of your visitors: The goal is to make the conversion as easy on the customer as possible. Concerning purchases, this may mean not requiring users to register with you, but allowing them to order as a guest. If there are online forms to complete, they should be as quick and easy to fill out. For example, it helps to have the input cursor jump to the next field in the form on its own. In addition, have the fields auto-populate if possible. Focus only on the absolute essentials. Only request the information that is necessary for your purposes. The less time users must spend on your conversion activity, the less time they have to change their mind.