Your page offer is whatever you are offering to get visitors to convert. Could range from a free email newsletter, to a hotlink to continue to the next page, to a sweeps entry to an actual product visitors must add to cart. What’s surprising is how often non-ecommerce marketers make that offer tough to find, or fail to make any offer at all beyond perhaps a puny RSS feed icon.
If you’re not overtly asking for a conversion or you force someone to click around looking for a way to convert (where’s that contact form again?), they may not bother.
Pricing, gifts with order, free shipping, and acceptance deadlines also fall under the header of offer testing. Offer copy and placement tests often show fairly significant results. Definite bang for your testing buck.