Relevance. Does the user easily fulfil the purpose of their visit to the website? Does the website keep the promise made in the AdWords ad? Does the user find the teaser again ? Relevance is also built with images, not just with text. If low prices are promised but this promise is not reflected graphically on the landing page (for example, through advertising data crossed-out prices or other common graphic resources), the user may feel that they are missing indicators of the promise sought.
Hook. You have to use hooks that are appropriate for the different types of consumers you are targeting with your offer. Bargain hunters are attracted by prices, emotional people by a warm graphic, experts rub their hands in front of a white paper or a graph. For others, it should simply seem simple.
Action. Even if users are not in a hurry and spend a while on the website, it is important to clearly show the point of action, so that they do not end up asking themselves “What do I do now?” to the most important action, whether it is collecting data, buying a product, requesting information, for which the website has been created.