The OBJECTIVE: The "Perfect Landing Page" is the one which performs the best. Performance is measured by conversion rate (Total opt-ins/actions DIVIDED BY Total Visitors)
The ONLY things that should ever be on this page, are only the elements that would INCREASE performance. Anything else should be removed.
This means no headers, logos, and unnecessary elements
GUIDELINES: A good "guidelines to shoot for is ANYTHING over 25% conversion rate.