Layout

Text, images and other assets want to be combined in an effective way.

Call-To-Action above the fold
Many user do not scroll. In this case a lot of users will not interact with the CTA, because they do not see it.	Place the main CTA above the fold.

Image-To-Text Ratio
Avoid using too many elements of the same kind in a row.	Mixing elements looks more appealing to the eye.