To evaluate a landing page theme you have to imagine how your copy will fit into that format. Of course you may have to make some changes to your copy to fit within any design... but your goal is to fit the design to your copy... not the copy to the design.

When your evaluating good landing page designs you want to look for:

• Your copy can fit with the theme.
• The template works well with mobile devices. Especially if you are going to be using it in an email or social media campaign.
• You can stand back 10 feet from your computer screen and easily spot the call to action button.
• You can adapt the colors to meet your brand.
• Legible fonts. If it's hard for someone to read the content it's going to be that much harder to persuade them to take your action.

Things to avoid that aren't as important:

• Support for every social media button under the sun. Do you want likes or purchases?
• Navigation integrated with your primary site. In our studies, including primary site navigation reduces conversion rate 20-25%.
• Overly stylized fonts, icons, etc.