One thing that we can all agree upon is that landing pages are an integral part of managing effective pay-per-click accounts.  Where that agreement begins to falter is when we begin discussing how individual elements of our landing pages contribute to higher conversion rates.

I understand that not every landing page is created equal, and that the myriad of page elements differ wildly from niche to niche.  However, amongst all of this confusion I believe there to be some common themes.  So, put on your participation caps and answer me this one question: