The Importance of Landing Page Design

I recently spoke with a software company that wasn't seeing any of our clicks convert to leads. They were linking to their product page and their homepage. I asked them to switch their links to this page and low and behold they started generating leads right away. So what sets this page apart? Without doing any testing, my guess would be a combination of these four things:

1) clearer calls to action (free demo) highlighted right at the top
2) side by side comparisons are easier to read
3) features in an easier to read list
4) less text overall

Now it's still early for this switch so we'll have to collect some more data to be sure, but this is just a little more evidence that the right landing page can be the difference between failure and success.