10 Landing Page Design Guidelines and Tips to Increase Conversion

1. Use a big headline and hero shot
   A large, colorful headline should dominate. Don't be subtle: use big, bold, and clear text and a single dominating photo (that shows them what they’ll get) along with a caption, the second most-read copy element. The headline should convey both the product benefit and the special offer.
2. Show people
   People are naturally drawn to people’s eyes. Showing them in close-up, focusing on the face, creates more impact.
   
   
3. Use copy that addresses the reader
   Use “you" and "your". When applicable, paint a picture of how the product affects the consumer (i.e. a Home Shopping Network-style sales pitch).
   

• Make text easy to read and skim
  Make copy clear and readable, and try to use bullets for quick scanning and increased retention. Any subheads should convey the essence of the message since many people will read only those words.

• Make sure there is no way out
  Eliminate all unnecessary links and open mandatory links in pop-up windows. Prospects should act on the offer, not get distracted by navigation options.

• Use a Single-page landing page
  Multiple-page order processes drop conversion rates. Place everything, shopping cart and all, on a single page whenever possible. (not always, but a good rule)

• Make sure landing page syncs with the ad that got them there
  Make sure to state the same offer in the same terms, and use copy and graphics that are consistent with the creatives.

• Leads eyes to the order button
  People read left to right, so place your product photo and headline at the upper left, and the order form directly below the headline on the right. A blinking or otherwise animated button will help direct the reader’s eye

• Use an easy-to-complete form
  Short form: use the fewest fields you can and make the form as compact as possiblePre-populate data whenever possible — the more targeted the betterMake the submit button clearly visible and use a red button background, the color with the highest conversion rate

• Minimize risk and fear
  Include seals such as Money-Back Guarantee, Risk-Free Trial Offer, Secure Server, Free Shipping, and Easy Returns. These icons can dramatically increase conversion rates when placed in a prominent area.

• Make sure there is no way out
  Eliminate all unnecessary links and open mandatory links in pop-up windows. Prospects should act on the offer, not get distracted by navigation options.

Source: http://files.meetup.com/1350306/Hydra%20-%20Landing%20Page%20Template-2.pdf

You may also be interested in reading: A 10-point checklist for landing page design