From the original article: "Landing pages have evolved a lot over the past five years.
1) Landing Pages 1.0
The prototypical structure: a headline, a short description or some bullets, a small image (“hero shot”), and a form.
Most of the fields on the form were required. The “submit” button was still in vogue. And the payoff for filling out the form? A phone call from a sales rep.
2) Landing Pages 2.0: The Beginning Of Best Practices
Best practices were things that everyone using landing pages could — or should — follow.
- A/B and multivariate (MVT) testing — test, test, test your ideas
- “message match” continuity between ads/emails and their landing pages
- shorter and friendlier forms with better calls-to-action (CTAs)
- emphasis on text content (not Flash!) to improve SEO and quality scores
- “social proof” with logos, awards, certifications, testimonials, etc.
3) Landing Pages 3.0: Beyond Best Practices
...now driving conversion programs from a higher set of principles:
1. Deliver meaningful, context-relevant content
2. Present that content with an engaging, affective design
3. Offer a compelling, but not coercive, “next step” to take"
Read the full article here > http://searchengineland.com/landing-pages-3-0-best-practices-to-make-content-more-meaningful-111432
Via Agostino Caniato, Robin Good