The old page:
I had previously redesigned the Search Engine Marketing lander template YouSendIt had used for everything. That redesign had seen ~60% increase in click through rates (our target metric), this redesign was focused on two things: 1. Lowering our cost by increasing our content score from Google, and 2. Increasing click through rates again. After this design was tested it saw a 48% increase in click through rates that my previous design.
The reason was a focus on content not only made for a better Google score, but also a better experience for the user (which is why they give you a better score, win-win!)