7 principles of conversion

Using attention-driven design to apply focus to your conversion goal, make it simple. Make it so your audience doesn't have to think, with a low ratio, they have one choice and that is to click. Extra links or extra choices draw attention away from the desired action. Also, creating a call to action button that stands out and or is a beacon on your page is huge for conversions.

Looking at Oli's video there are the 7 principles of a conversion-centered design they are:
Attention
Context
Clarity
Congruence
Credibility
Closing
Continuance

Never Start A Marketing Campaign Without a Landing Page.

Designing a post click experience that converts is dependant upon the landing page converting the message they promised once the viewer clicked. When the viewer clicked on the landing page promoting a specific piece of clothing and didn't see that clothing on the website, there was no conversion. The viewer doesn't become a customer, they dont convert because there is no clarity to congruence.  Seeing something you like or want and clicking on it, to have it lead to something else is confusing and frustrating. Follow through and providing or presenting what you have advertised or promised it extremely important it makes you trustworthy to your viewer or customer.
Removing all negative words around your CTA button draws the customer to complete the action and increases the conversion rate.

A thank you page,  once the desired action takes place goes a long way, it makes the customer feel appreciated. If someone feels appreciated they are more likely to come back, to be a repeat customer or work with you.