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General Rules

Landing Pages should be simple and easy to understand [source: Email Training Part 2].
Ensure that the Call To Action is clear and visible [source: Interactive Best Practices for Airline CoBrands, May 2007].
Landing Pages should drive directly to an online application form [source:Interactive Best Practices for Airline CoBrands, May 2007].

Ensure creative consistency with previous communications in the user journey:
A customized landing page encourages a user to purchase and maximizes conversion [source: Email Marketing Training Part 2].
As per banner ads, test different landing page creatives if possible to identify the optimal combination of visual elements and messaging (see Section 11) [source: Digital Book, May 2007].

Use an introductory paragraph in landing pages – the further information this provides will normally lead to a greater number of applications [source: Rewards Maximiser Landing Page, January 2006].

Landing Page Content & Messaging:
For landing pages from emails, keep any other copy to a minimum as having read the email, prospects will only require a minimal amount of information to apply [source: HLLR Landing Page, January 2006].
If it’s essential to provide additional information, test a short one page landing environment with a PDF link to get all the facts (for Amex Australia this format has consistently delivered more applications than a landing page with multiple tabs and heavy content) [source: Australia Online Media, March 2008].

Go for short landing page subheadings – these usually outperform longer subheadings [source: HLLR Landing Page, January 2006].

For flash landing pages, keep the load time to a minimum to avoid drop off(consider testing a flash header only based on the banner execution) [source: Australia Online Media, March 2008].
If you're using rich media within the landing page, implement it carefully to ensure it doesn't unnecessarily complicate simple online tasks [source: Digital Book, May 2007].