Let me tell you my experience...
I have my own niches and I also have a full-time job working for a very large marketing company. I've spent well over $200k in Facebook ads driving traffic to all sorts of places, and this is the common denominator I have discovered with just about every niche:
Ugly = conversions
The shiny, sleek, corporate looking squeeze pages always get much lower conversions than the plain Jane ones.
Also, if you're giving away a free report or an e-book, don't make it all shiny and corporate looking. Make it look like you typed it up in Word and stapled it together.
Also, I think people are tired of seeing "Get Instant Access" on the buttons. Try using something else. Also make your buttons look as basic as you can. That's a big deal too.
Just thought I'd share.