Here's why you should use and test identically structured landing pages.

For the past few months, I've built landing pages in the same layout:

• Hero Section

• Featured testimonials

• Features and benefits in bullet form

• Video

• ...

This allows me to test structural things like the order of sections across multiple pages. The goal is to end up with a killer in-house LP template that can serve as the starting point for the evolution of all future landing pages. A best practice that always evolves and improves through tests.

Also, It's important to test across multiple pages to reduce the probability of a lone wolf. A test that only applies to a single page is worth less than a test that applies to multiple pages. And if we don't test it across multiple pages, we're less certain that it works on more than the one page we tested it on.

Example of a structured landing page test

An identical structure also allows me to analyze user behavior more consistently. And it turned out, across all our landing pages, the video was always the most clicked element. So I tested moving the video section up one notch on all pages:

• Hero Section

• Featured testimonials

• Video

• Features and benefits in bullet form

• ...

The idea is simple. Visitors will see the video more often if the page is higher.

Unfortunately, the result wasn't a lift. The original version performed better. But without a structure for my landing pages, I wouldn't be able to test it across multiple pages.

Remember to fail

I think it's also important to show these "failing" A/B tests. It's part of improving your site. You can't always find winners. But you miss 100% of the shots you don't take.

For my next test, I'm moving the features and benefits up a notch instead:

• Hero Section

• Features and benefits in bullet form

• Featured testimonials

• Video

• ...

I've typically used testimonials to create interest and FOMO high up the page. The idea is that this makes people more inclined to study the features and benefits. But I want to test using the features and benefits to create interest and then use testimonials to verify my claims.

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