1. A Lead Image: You can do a lot with a lead image. You can use a hero shot of your product. You can put a picture of someone having the problem that your product solves. You can use a picture of someone receiving the benefit that your product provides. You can add some humor. You can use fear, greed, lust, and other powerful emotions. And you can also work with the location. Should you put your lead image in a header graphic? Should it be to the left of the headline? To the right? Above, so that the headline acts as something of a caption for the image? (important)



2. A Magazine-Style Drop Cap: This is fairly important for the size of the change being made. It "almost" never hurts, and often gives 30% boosts. The drop cap draws the visitor's eye into the copy after reading the headline. If you search Google for "magazine style drop caps" you will see some tutorials for doing these with span tags. You can get really creative with these. (medium importance)

3. The Layout: Do you have one column or three? Do you have a long sales letter, or a short fact sheet. The general approach you take on your page can make a big difference. This might even be the most important choice to make. Unfortunately, when using multivariate testing software, it's often difficult to test this factor with other factors, because it pervades so much of the page. You can either test this factor separately, or run your multivariate test from a spreadsheet. Or, with a server-side PHP-based software program, you can test it with other factors with some clever work, though it will probably be much easier just to run a simple split test for this factor alone. (important).

4. Your Offer: Do you give them 10% off, or a $100 rebate? Do you offer a free eBook as a bonus? Should you offer three bonuses, or just one? More is not always better. Should you do an upsell before purchase? Or should you do a "One Time Offer" after purchase? These things are extremely important. (important)

5. Risk Reversal or Guarantee: Should you offer a 100% money-back guarantee for 30 days? 60 days? 90 days? Lifetime? Many marketers will tell you the longer the better. Ironically, the longer your refund period, the fewer the refunds you'll issue. Many times this isn't in your control. Your payment processor will have a set policy. (60 days is very common). If you have more control, you can test all kinds of things. How about a "double your money back " guarantee? That's bold, but you'll have to make sure you can make it work. (important)

6. Adding A Video: Ah. Web 2.0. Well, I'll say one thing for video. It's an important factor. But it's not always clear whether a video will help or hurt. I've had videos help a lot. And other marketers have said it alone can double your conversion rate. But I've also had videos hurt my conversion rate significantly. I think a lot of it has to do with the quality of the video. Playing with video is like playing with fire. It's a powerful tool, but you can get burned, too. (important)

And there are many more ideas where those came from. Keep looking. You'll find more.