Dive summary: 

• Landing pages are now accessed on more types of devices than ever before; because of that pages need to be simplified to work efficiently on any device or screen in these three ways. [see full list at iMedia Connection]
• The fist step to simplifying a landing page is to limit choices; cluttered or complicated landing pages will quickly lose the interest of any visitors. 
• Use images only where you want visitors to look is another helpful strategy; images can be powerful tools if used correctly and sparingly. 

From the article:

"Heatmap and eye-tracking studies have shown that visitors read (or don't read) in largely predictable, well-understood ways. They will notice large fonts before they will notice smaller ones. They will recognize colors that are different from the core design compared to those that blend. They will notice irregular shapes before they notice regular ones. They will skim from top to bottom, from left to right, until they find something that resembles what they need -- and then they will act on this."