The web page should load in less than 3 seconds
You can’t see what your visitors are seeing because your computer saves much of your website so that it does not need to be loaded every time you visit the site. You can test your page loading speed using a tool like: GTmetrix.com
Read more about page loading speed.
It should be obvious that they are in the right place
If someone clicks on an advertisement for standing desks, they should land on a page that is mostly about standing desks.
The page should tell them all they need to know
The visitor should not need to be clicking around looking for things like:
Reviews on the product and company
Shipping is available to their location
Every time your visitor is required to think, you risk losing them.