MarketingExperiments identifies six elements that affect the performance of landing pages:

1) Friction - how much work the visitor has to do (this includes the reading)

2) Incentives - extras that are thrown in to sweeten the deal

3) Visitor motivation - how much they want what you have

4) Value proposition - the perception visitors have of you and what you are selling

5) Anxiety - the perceived risk to the visitor

6) Credibility - how well you convey trustworthiness

To increase site conversion, you should focus on these elements.  It is important to understand that few changes will in themselves make dramatic differences.  My company tripled our conversion rate over the past year, but we did it with a huge number of very minor changes.  Even very modest improvements in these six areas can cumulatively add up to a significant increase. 

While studies such as this one provide valuable information to online marketers, they can at best provide useful guidelines to begin your own research.  If you sell online, it is imperative that you develop a platform to do your own research.  The simplest way to do this is to use split A/B testing.  This involves splitting traffic randomly between two pages that are identical except for the factor that is being tested.  A split A/B test will quickly give you answers about how you should be marketing, and is very simple to implement.

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