There are certain elements that high converting landing pages should have and certain rules they should adhere to. Here’s the quick list to follow:

• Ensure that your landing page and ad seamlessly blend together.
  • If you surprise a visitor, then your conversion rate can suffer.

• Forms can be intimidating:
  • Simplify the form process whenever possible.

• Products:
  • Quick click add to cart
  • Easy navigation to related items
  • Easy to find shipping price & deliver time
  • Detailed product info within 1 click

• Shipping Prices:
  • Allow users to easily determine how much shipping will cost
  • If your ad claims free shipping, make this clear on the website

• Subscriptions / Downloads:
  • Should contain simple form
  • Should not ask for more data than necessary
  • Track form abandonment (and where on the form they are abandoning)

• Personal Information Collection:
  • Users are increasingly concerned about privacy. Easily allow one to view your privacy policy. If you do not need certain information, then do not ask for it.
  • Make sure pages that collect information are secure pages (and that the user knows it)
  • Trust seals (SSL, Better Business Bureau, etc)

If someone is ready and willing to give you their credit card – Make it easy for them!