I can’t say it enough. In my last post I asked you to look at your pages and say “What do you want me to do?”. The answer should be immediately evident. If it isn’t clear what the page wants the user to do, just get back to basics. Decide on what you want the user to do, and then get rid of everything else on the page.
Yes, get rid of your copy. Your superfluous graphics. Your navigation. YOU DON’T NEED IT. Just put the banana in front of the gorilla so the gorilla can take it. The gorilla is the audience you want to convert. The banana is the reason they clicked your ad in the first place. Give the gorilla the banana. Don’t put distractions in the way.