Lead generation equation

The folks at marketingexperiments.com have distilled the factors that influence generating a lead from your landing page down to a mathematical formula

C = 4m + 3v + 2(i-f) – 2(a)

C = probability of conversion

m = external motivation

v = clarity of value proposition

i = incentive to continue

f = friction element

a = anxiety

 In simple words, you have more chance of success if you
                     generate quality traffic to your site, 
                     explain clearly what you have to offer,
                     provide ample incentives, 
                     have a quick and easy registration process, 
                     have reassuring feedback comments, ratings 
                     and security credentials to reduce customer anxiety