This is by no means the ultimate guide to landing page optimization, but it is based on my own testing experience over time. The items found on this list have been identified as critical by me and helped my to reach better conversions. So, eventually these items will help you to optimize your landing pages - be it for SEO or Pay Per Click Marketing.

1) Headlines
Be precise and clear with your headlines. Your landing pages should designed so the headline is first thing a visitor sees upon arriving to your website. It’s like in real life - you have only one shot at a first impression. If you mess it up, you can’t run after the visitor because he is already at your competitors website completing a purchase.

2) Sub-Headers
Visitors will not read the entire content when arriving. They will skim through the page and only if their eye catches bits and pieces that attract their attention or trigger a thought, only then they will start diving into your content. It is therefore very important to offer sub-headers that stick out. Keyword placement, font colors, and location of the sub-header influence a visitor and eventually turn the visitor into a reader.

3) Use short, but direct wording
Long sentences are hard to read and it is easy for a reader to drift away. Therefore use short and clear sentences. Provide value and detail at the same time. The visitor needs to be convinced fast and you can only do so by being precise, detailed and short at the same time. If users can’t quickly and easily understand the benefits of you product or service they will not hesitate to leave right away.

4) Call to Action
Think elevator speech. You have 30 seconds in an elevator to introduce yourself and tell who you are. Now think of your website as a high-speed elevator and your 30 seconds have been cut short to 10 seconds. How can you tell in 10 seconds what the product is, what the advantages are, and how to call for action.

5) The Big Red Button
Color rules. Size matters. Don’t use a small text link for your call to action. Reports and studies have shown that big, red buttons are still the best tool to trigger action. Big red buttons are ugly and not stylish, but they do the trick. Don’t go overboard and let the button push your sales pitch into the background where nobody sees it. Placing the button and your content at the right area on your landing page can increase conversions dramatically.

I am still working on landing page optimization, but the items described above have helped me so far to increase conversions and to turn PPC visitors into customers of the merchant I am affiliating with. Now if I just would have more time to work on this stuff …..