7 Landing Page Optimization Guidelines & Case Studies (PDF)

Here are some landing page optimization guidelines and case studies (PDF) that I've found floating around on the web. Now it's all in one place for your convenience. Please leave a comment if you know of any others.

• Case Study: Blue Cross Blue Shield Individual Online Acquisition Campaign
  (prepared by White Horse)
  Landing page optimization improved overall conversion rate by 50%
  Download White Horse Case Study for Anthem Blue Cross Blue Shield Acquisition Campaign
  
  
• Case Study: Web 2.0 Site Launch Uses Conversion Rate Optimization to
  Achieve 45% Increase in Subscribers for Rudder.com
  (prepared by WiderFunnel Marketing)
  Download WiderFunnel_Success_Story-Rudder
Case Study: A Landing Page Redesign that Generated Conversion Lift of 32.5% –
within Strict Branding Guidelines for Business Objects
(prepared by WiderFunnel Marketing)
Download Casestudy_2008_sap_businessobjects


Guidelines: How to Optimize your Donation Landing Page
(prepared by Donordigital)
Download Donordigital-Landing_Page_Optimization_2


Guidelines: Capture More Leads with Optimized Landing Pages - A Hands-On Guide
(prepared by Beasley Direct)
Download Beasley-Direct_Landing-Page-Optimization-Guide


Guidelines: Landing Page Template Guidelines
(prepared by hydra)
Download Hydra - Landing Page Template-2
Guidelines: Landing Page Handbook (prepared by MarketingSherpa)
Download Landing Page Handbook by MarketingSherpa

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).