[aresant]

I want to underline one change they made that in my experience makes a huge impact: GET RID OF THE HEADER / LOGO

This is one of the basic steps that I've seen drive conversion almost every time be it ecommerce checkout / lead gen / email / etc.

The header distracts from your content, eliminate it or limit it as much as possible, especially when you have somebody that's already engaged (somebody added to cart, joined your list, etc).

In email they did exactly the right thing - center the user on the brand w/the "from address" or the title vs. wasting pixels in your content.

Several years ago I wrote about including company name in the email title as an "Always" winner for email:

http://www.conversionvoodoo.com/blog/2010/07/optimize-your-e...