Here's an infographic about landing page optimization.
Check it out now and read below what I'd personally add on top of these:
Embedded from Pardot
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So on top of these ideas, I'd add that the Call-to-Action should be clearly visible on the page. Bigger and bolder usually is best. See this infographic about the art of color coordination.
If your website's colors are blue and green, make the CTA orange or yellow.
If your colors are red and brown, make the CTA green or yellow.
What's important is that your CTA is the ONLY ELEMENT on the page of that color, and that the color pops.
Let me know in the comments!
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