Keep your landing page simple

he Journal’s specific recommendations:

Focus on one objective for each page. Define your objective and drive everything on the page to it.
Sales pages should use a vertical flow through the center of the page. For commercial offer pages, vertical single-column body copy through the center of the page consistently performs better than other layouts and should always be tested. Left or right columns should be used to support movement toward the objective such as testimonials (to reduce anxiety at clicking the Order button).
One of the changes they made, for example, was to swap out the left-column navigation, replace it with testimonials, and move the navigation to the far-right column. You could try that, or move the navigation to the bottom of the page, or delete it.
Eliminate elements that may distract eye path from flow toward the objective. If page elements such as photos and graphic images don’t move your visitor briskly to taking the desired action, dump them. Every element on the page has to work in concern toward the same goal.
Use visual elements (size, motion, color, position, and shape) to draw attention toward the call to action. Don’t guess. Test it all to find what works best for you.
Avoid using off-page links. Use passive pop-ups or launch new browser windows when needed to provide details or supplemental decision information. Once visitors have left the page, their forward momentum is interrupted and must be re-established even if they do return. By eliminating the number of clicks it takes to act, you keep a visitor longer and more engaged with your message.